Top 10 Global Consumer Trends 2019

TOP 10 GLOBAL CONSUMER TRENDS 2019
March 2019

INTRODUCTION
AGE AGNOSTIC
BACK TO BASICS FOR STATUS
CONSCIOUS CONSUMER
DIGITALLY TOGETHER
EVERYONE’S AN EXPERT
FINDING MY JOMO
I CAN LOOK AFTER MYSELF
I WANT A PLASTIC-FREE WORLD
I WANT IT NOW!
LONER LIVING
CONCLUSION

© Euromonitor International PASSPORT 3TOP 10 GLOBAL CONSUMER TRENDS 2019
Disclaimer
Much of the information in this
briefing is of a statistical nature and,
while every attempt has been made
to ensure accuracy and reliability,
Euromonitor International cannot be
held responsible for omissions or
errors.
Figures in tables and analyses are
calculated from unrounded data and
may not sum. Analyses found in the
briefings may not totally reflect the
companies’ opinions, reader
discretion is advised.
Emerging Forces Shaping
Consumer Behaviour: In this
report Euromonitor International
reviews emerging fast-moving
trends we expect to gain traction
in the year ahead, providing
insight into changing consumer
values and priorities, and
exploring how consumer
behaviour is shifting and
causing disruption for business
globally. Further detail can be
found in Euromonitor’s white
paper ‘Top 10 global consumer
trends for 2019.
Scope
INTRODUCTION
 Euromonitor International produces an annual whitepaper on the top 10 global
consumer trends expected to impact during the year ahead, providing specific
characteristics and how the trend manifests, consumer behavior and
motivation driving the trend, as well as insights on how industry is responding
across consumer markets and geographies and the long-term impact
 This report provides an overview of the trends for 2019 and the implications for
business, with supporting data.

Key findings
Age Agnostic Consumers no longer hold with conforming to demographic expectations – everyone
connects. Baby boomers have much more in common with the values and priorities
of millennials and younger generations than many realise, and it is this inclusive
mindset that needs to be better understood and catered for in the future.
Back to Basics for
Status
Consumers are searching for authentic, differentiated products and experiences that
allow them to express their individuality. Consumers in developed economies are re-
evaluating their spending habits, moving away from overt materialism to simplicity,
authenticity and individuality. As emerging economies develop further, the same
pattern is likely to emerge.
Conscious Consumer Conscious consumers are flexible and choose for the moment. What used to be the
domain of ethically-positioned niche producers is now being embraced by
conventional companies through higher welfare alternatives to existing products.
These consumers are influential, and the trend will spread to others.
Digitally Together High-speed internet, particularly the acceleration of mobile internet, is driving live
interactive experiences online and facilitating collaboration on large files instantly.
From dating to education, we have grown to expect more authentic, life-like
interactions online. As our technological capabilities and comfort in using them grow,
so will the range of things we can do Digitally Together.
Everyone’s an Expert This embodies the switch in power between retailer and consumer. Previously,
shoppers relied on a certain brand or information source to get what they wanted;
now, companies must constantly innovate, drive prices down and streamline and
aestheticise their offerings to entice consumers.
INTRODUCTION

INTRODUCTION
Key findings cont’d
Finding my JOMO
(Joy of Missing Out)
Here consumers are more considered in their use of time, set their own boundaries
and are more selective in their activities. Planned disconnection provides them with
time to reflect and to act freely, focusing on what they really want to do and enjoy.
In developing markets, reliance on the internet may be a source of higher stress
levels, especially when being connected is so linked to essential services.
I Can Look After Myself This is taking preventative, consumable measures against illness, unhappiness and
discomfort without having to consult a professional. It involves creating apps and
personalised services to offer a product uniquely for the end-user, without them
needing to engage constantly with social media and brand marketing.
I Want it Now! This is where consumers seek frictionless experiences that mesh with their
lifestyles, allowing them to dedicate more time to their professional or social lives.
Efficiency-driven lifestyles transcend instant gratification. The public’s trust in data
access and how it will be used will ultimately determine the longevity of this trend.
I Want a Plastic-free
World
The push for a society free of plastic waste has gained momentum over the past 12
months, and this will continue in 2019. The durability of plastic packaging is being
scrutinised because of plastic’s polluting presence, post-consumer use, as waste in
the global environment.
Loner Living The number of single-person households is outpacing growth of all other household
types. Baby boomers are expected to comprise a large share of this growth and
have become well known for their high rate of divorce. However, many of those in
the younger generations have rejected marriage and cohabitation altogether. All are
bucking the stigma of living alone.

 Age Agnostic is about rejecting traditional ageing behaviour, choosing instead an ageless attitude to life.
Consumers want to feel and behave younger. Instead of slowing down as they get older, they are
embracing more active lifestyles, and doing and experiencing more.
 This trend is not about looking younger, but about being and looking the best we can for longer, making the
most of who and what we are.
 Age Agnostic ways of thinking and purchasing among older consumers represent a dynamic and evolving
trend that will resonate more and more in the future, as societies get older and people live longer.
 People are living longer and more healthily, and do not want to feel old, so it is all about the emotional
treatment of ageing.
Age Agnostic: narrowing generation gaps giving rise to ageless living
AGE AGNOSTIC
0
10
20
30
40
50
60
China India Japan Russia Brazil Mexico USA United
Kingdom
Global
50+ years: The Fastest Growing Population Segment
% of 50+ total population 2018 % of 50+ total population 2025
In Japan, by the year 2025,
half of the population will be
over 50 years old. In 2018,
over two million Japanese
citizens were over 90 years
old

 Age Agnostic relates to all age groups. Generational
boundaries are blurring as values and behaviours of the
young and the old align more. We are seeing consumers
of all ages becoming alienated by age labels: they want
branding to focus more on needs, interests and values,
so businesses need more universal strategies that target
ageing consumers in a more subtle way while also
appealing to younger consumers – creating a much
wider target audience for traditional “anti-ageing”
products.
 To win now, it is less about conceptualising consumers
in obvious ways but rather about accepting everyone in
creating universal design across generations. This
means addressing the ageing demographic with subtle
and nuanced approaches, and moving away from
segmenting consumers and marketing to them as old …
instead appealing across all generations.
 For example, healthcare and holistic products, and
digital apps to monitor activity and diet are age-neutral.
This is about taking care of oneself and focusing on
prevention and enjoyment of life. The mental, spiritual
and physical balance are priorities for older people and
millennials.
Age Agnostic: what it means for business
AGE AGNOSTIC
0
5,000
10,000
15,000
20,000
25,000
Aged 50-54 Aged 55-59 Global Average
USD
Average World Annual Gross Income
2018/2025
2018 2025
Source: Euromonitor International

 While the majority of beauty care campaigns
typically feature 20-something models with
flawlessly (and unrealistically) airbrushed faces,
CoverGirl’s, high profile campaigns featuring 69-
year-old Maye Musk, a trained nutritionist and
grandmother of 10 (and mother of Tesla CEO,
Elon) exemplified a shift to using a mix of models
across ages and cultures.
 Actress Helen Mirren was 69 years old when she
signed with L'Oréal Paris. Nars chose Charlotte
Rampling to be their “face” when she was 69.
Key takeaways
 The cultural shift in how we view ageing, and the
acceptance in the beauty care and wellness world
of being at ease in your own skin, means older
women are more comfortable saying, “I don’t need
to try to look younger and I don’t want that
stereotype reinforced through brand marketing.”
Companies must think more creatively in how to
win and retain loyalty from older customers, and not
limit their vision of how people “of a certain age”
should feel.
CoverGirl (US): taking an age agnostic approach in the beauty world
AGE AGNOSTIC

 Consumers are rejecting the mass-produced and generic, and increasingly favour products positioned as
simple, back to basics and of better quality, with an implied level of status.
 Globalisation has allowed for more and more products to become commoditised, resulting in a paradigm
where consumers know that they can get almost any type of product from anywhere in the world, at any
time, at a relatively low cost.
 From the rise of “locavores” seeking hyperlocal food, to eco-luxe glamping holiday experiences, from craft
spirits and beer to home-made baby food and artisanal beauty, consumers are searching for authentic,
differentiated products and experiences which allow them to express their individuality.
 41% of consumers claim to use DIY beauty products at least once a month. DIY is also reflective of the
trend towards personalisation, as DIY beauty ultimately gives consumers the power to decide exactly what
goes into their products, meaning they create beauty that is totally bespoke.
Back to basics for status: less is more valuable
0 10 20 30 40 50
Never
Less frequently/Occasionally
Monthly
Weekly
Daily
41% of Respondents Globally Claim to Use DIY Beauty
Products at Least Once a Month
Source: Euromonitor International’s Beauty Survey (2018) Credit: Pexels

 Desire for transparency is inspiring new models for delivering high quality
cosmetics at “fair prices”, as featured by Public Goods and Brandless.
 Both these companies have adopted the direct-to-consumer trend that allows
them to cut out the middleperson in the traditional supply chain, and offer more
affordable products at the same high level of quality. Both companies are going a
step further by also cutting the budget for marketing, advertising and branding.
They are able to engage more with consumers (which is what consumers want)
as well as gain access to much more consumer data.
 This has been a developed market trend, but, as emerging economies grow
further, the same pattern is likely to occur, with consumers tiring of generic
products, and starting to place more value on higher quality, unique and
differentiated offerings, which convey a certain level of status.
 The rise of Tito’s Handmade Vodka reflects the demand for authentic, original
products grounded in a sense of place, as well as a rejection of the mainstream
offerings of the multinationals. The brand has a strong grounding in Austin,
Texas, a clear emphasis on the hand-made, artisanal production process and a
prominent brand story and identity highlighting the entrepreneurialism of its
founder, Bert Beveridge.
 Industry will continue to adapt to this growing consumer trend and help it to
reach its full potential.
Back to basics for status: what it means for business
Credit: Tito’s Handmade Vodka

Italic (US): luxury goods without the branding at a fraction of the cost
According to Euromonitor International’s
Lifestyles Survey, 48% of consumers like to
be distinct
 Italic is a members-only marketplace that lets
consumers shop for unbranded luxury goods directly
from the factories used by the world's most exclusive
brands. By removing branding and labels from the
equation, manufacturers earn significantly higher profits
while passing “brand mark-up” savings onto customers.
 Customers pay an annual fee to become members,
and are limited to a maximum of two purchases per
month. All products sold, including handbags, glasses
and shoes, are exclusive to the Italic marketplace.
Products are made at the same factories as branded
items such as Prada, Givenchy, Miu Miu, Four Seasons
and EssilorLuxottica.
Key takeaways
 This members-only model responds to consumer
demand to go back to basics, with a focus on quality
and luxury, and a strong element of exclusivity.
 It aims to promote a fairer supply chain, emphasising
the higher margins that the manufacturers make on
these items compared to luxury branded products.
Credit: Italic

Conscious consumer: sensitivity to animal welfare and climate change
CONSCIOUS CONSUMER
 Conscious Consumers are taking centre stage. They are not only being focused on the environment and
people, but are increasingly sensitive to animal welfare.
 This trend is more prominent in developed countries, but is gaining momentum in emerging markets.
 Demand for animal friendly products is going beyond vegetarian and vegan consumers to a broader
“flexitarian” group – consumers who may choose animal-friendly products at times because it is cool, as
well as a healthy choice.
 This evolving lifestyle choice is driving rapid growth in plant-based and natural products. It is taking
conscious consumerism to the mainstream in key industries such as food and beauty, and is expanding into
other areas.
20.3
16.8
18.2
29.1
18.8
0
5
10
15
20
25
30
35
Colour
Cosmetics
Hair Care Skin Care Free Range Grass
fed/pasture
raised
%citingproductfeaturesinfluencing
purchasingdecisions
Product Feature Not Tested
on Animals, Cruelty-free,
100% Vegan
Fresh Food Features
Source: Euromonitor International Beauty Survey 2018 and Lifestyles Survey 2017

Conscious consumer: what it means for business
CONSCIOUS CONSUMER
 Ethical priorities are becoming more integrated into the mainstream, with a focus being placed on “clean”,
and perceptions of “ethical” evolving to be much wider, encompassing cruelty-free and, most notably,
vegan. The quest for improved transparency and purpose fosters the need to cater to a more ingredient-
savvy consumer base, and business needs to consider how they inform and engage with consumers.
 Demand for animal friendly will move beyond core industries, such as food and beauty. Apparel and
furniture need to move more to natural materials, giving consumers more animal-friendly options.
 Despite the hurdles of a non-regulated market and animal-testing still prevalent across many parts of the
world, a more influential consumer voice will make further action from brands imperative in the future.
 Business must take steps to address these concerns, but still face challenges, particularly the cost
implications of cautious consumer spending. Collaboration across businesses could drive down
materials/ingredients costs.
0
2
4
6
8
10
12
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Free Range Grass Fed/ Pasture
Raised
Vegan Milk Alternatives Meat Substitutes
2017-2018growth(%)
Retailvaluesales2018
(USDmillion)
Selected Animal Welfare Friendly Categories: Sales 2018 and Growth 2017-2018

 Bond Pet Foods, a US start-up company, is tapping
into the conscious consumer trend with pet food made
from lab-produced meat.
 Pet ownership has grown around the world, and the
way consumers treat their pets has changed. Bond
has recognised this and is targeting pet owners who
want their pets to eat “clean” food or follow
vegan/flexitarian diets like themselves.
 According to Bond, pets can thrive on a vegan diet,
provided it is calibrated to their nutritional needs.
Key takeaways
 Companies are channelling environmental and ethical
concerns into vegan alternatives or supplements.
 Faced with growing concerns about the
environmental and ethical implications of feeding pets,
the future of premium pet food is going high-tech to
satisfy growing consumer consciousness.
 The pet food industry lacks transparency. Bond is
taking steps to counter this, appealing to the
Conscious Consumer trend and providing value
growth opportunities with new high-tech premium
products.
Bond Pet Foods (US): we want our pets to consume more ethically
CONSCIOUS CONSUMER
Global premium cat and dog food sales
will increase from USD35.1 billion in 2018
to USD47.7 billion in 2023

Digitally together: authentic experiences together, but apart
DIGITALLY TOGETHER
 We are creating and experiencing things Digitally Together while we are apart. The growth of high-speed
internet, particularly the acceleration of mobile, is driving interactive experience and facilitating collaboration
on large files instantly.
 We are already using online platforms to create and engage in activities together. For the millions of game
enthusiasts and virtual world participants, these serve as social hubs that are just as important as in-person
ones. From dating to education, we have grown to expect more authentic interaction online.
 Wearable tech is growing in popularity, even built in to our clothing. Applications that link to online platforms
allow users to share their activity and health data with a personal trainer, health professional or friend
competing in a fitness challenge. In beauty, L’Oréal’s sun care health patches link to an app and thence to
the company and health professionals.
0%
2%
4%
6%
8%
10%
12%
14%
Asia Europe Latin America Middle East
and Africa
North America
Share of Population Owning a Smartwatch
2015-2017
2015 2016 2017
Share of National Populations with LTE
Mobile Internet

Digitally together: what it means for business
DIGITALLY TOGETHER
In 2017, globally, 45% of people
shared photos or videos
weekly, up from 38% in 2015
 For the next generation of digital technologies, finding the
balance between user-friendliness and technical capabilities is an
important challenge.
 Business must enhance consumer experiences using multiple
platforms to deliver a seamless journey for customers,
incorporating new technology into products and services, bringing
physical activities to life interactively.
 Our growing comfort with sharing our location and activities
online will lead to the development of new ways to engage with
one another online. As our technological capabilities and comfort
using them grow, so will the potential of what can be created or
experienced together, remotely.
 Industries are already transforming quickly to adapt to demands
for virtual options. As law, medicine and other high-compliance
fields continue to move online, processes that require in-person
visits can be replaced by digital alternatives, simplifying consumer
lives with greater convenience.
 From government offices to hospitals, new technologies are
pushing the boundaries of which types of professional interaction
can be done online.

Peloton (US): generating excitement in live exercise community online
DIGITALLY TOGETHER
 Peloton is revolutionising at-home exercise by
digitally connecting spin bikes and other exercise
equipment with live instructors and exercisers
around the world.
 Each exercise bike or treadmill is equipped with a
large, high-resolution screen that brings an
interactive digital experience to the rider.
 Live classes are led by instructors, while
participants join from home and the class exercises
together digitally.: Peloton
 By taking a digital leap, Peloton has captured the
imagination of exercisers with live interaction.
Key takeaways
 Existing technology can be used to create the
digital experience that consumers are demanding.
 Live interactive classes facilitate a more authentic
experience than pre-recorded media.
 Online communities challenge and motivate
participants to achieve goals in collaboration with
others.
As participation in fitness classes increases globally, along with the number of things we do online,
Peloton has positioned itself in the path of two key trends
Credit: Peloton

 Everyone’s an Expert expresses the switch in power from retailers and brands to the consumer. Previously,
shoppers relied on brands for information to find and get what they wanted; now, companies must
constantly innovate, drive prices down, and streamline and aestheticise their offerings to entice shoppers.
Rather than be seduced by brands’ marketing, consumers look to each other for advice on what to buy and
where.
 The shopping experience does not begin at the point of purchase, but from the moment consumers decide
they might want to buy something. They are giving themselves the extra work before, during and after the
purchase, because they feel empowered by their knowledge and want others to feel the same. Expert
consumers are more likely to be aged 15-40 years, and highly accustomed to using the internet extensively
in their everyday lives.
 This trend is more prevalent among those with a mid-to-high income. In Western countries, even wealthier
consumers demand value for their money, and are just as vocal online about experiences, both good and
bad.
Everyone’s an expert: knowing more, less reliant on the message
0
5
10
15
20
25
30
35
40
45
0
5
10
15
20
25
30
35
40
Asia Pacific Europe Latin America Middle East
and Africa
North America World
'000USD
%respondents
Consumers Turn to Their Peers to Inform Purchase Decisions 2017
Purchases are influenced by friends/family
recommendations
Purchases are influenced by friends' social
media posts or mentions
Motivated to shop online because of the
product information, comparison, and
reviews at my fingertips
Average disposable income 2017
Source: Euromonitor International and Lifestyles Survey 2017

Everyone’s an expert: what it means for business
 For business, Everyone’s an Expert is the most extreme form of transparency yet, creating more pressure
than ever to make consumer awareness a priority in strategic planning.
 We are seeing more new platforms that give consumers a safe space to talk to each other and give honest
reviews of products, the importance of which continues to expand across consumer groups.
 Platforms like The New York Times’ Wirecutter and Chinese retail giant Alibaba’s Aliwangwang enable
consumers to share with each other, and for businesses to engage with consumers in one central place.
 “Passion” industries, such as travel, beauty, fashion and foodservice, are particularly involved and
receptive to this trend, but this now applies across all industries, making it increasingly important for
businesses to listen to and engage with consumers.
0
5
10
15
20
25
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2015 2016 2017 2018
%growth
USDpercapita
Internet Retailing Spend Increases as Digital Consumers Get More Informed
2015-2018
Store-based Retailing Spend Per Capita Internet Retailing Spend Per Capita
Store-Based Spend Per Capita Growth Internet Retailing Spend Per Capita Growth

 Sephora’s investment in its in-store experiences is
paying off across the globe, including in India,
where the company has now a strong foothold.
 Sephora is tapping into the Everyone’s an Expert
trend, supporting consumers’ knowledge-building
with in-store events and experiences.
 The in-store hunt for the perfect product is now a
rewarding and enhanced real-life experience.
Consumers can try before they buy and
communicate with the experts.
Key takeaways
 Consumers are willing to engage directly with
brands.
 Building a community encourages a sense of
support and belonging, a personalised forum
where everyone can be an expert if they want.
 It offers responsive features, giving the option to
communicate directly with both beauty experts and
fellow shoppers.
Sephora: Beauty Insider Community (France)
Source: Sephora

Finding your mojo from JOMO
FINDING MY JOMO
 To protect their mental wellbeing, consumers want to be
more considered in what they do. They want to set their
own boundaries and be more selective.
 Spending on recreational and cultural services is growing
strongly, especially in markets where digital stress levels
are highest and smartphone usage is widespread.
 Finding my JOMO sees consumers reducing their time
online and cutting down on social engagements. They want
real-life experiences which they no longer feel compelled to
share on social networks.
 Finding my JOMO consumers look to “de-clutter” social
network engagements in order to carve out more time for
themselves and to simplify the way their spare time is
spent.
 The need for simplification takes many forms. Firstly,
consumers are detaching from their phones to focus on
other offline activities in the home, as well as on the move.
Consumers are also moving away from constant multi-
tasking and going back to a “one thing at the time”
approach during their spare time.
 This can link into Digitally Together, providing it becomes a
smoother user experience.
30 40 50 60 70 80
Japan
United Kingdom
South Korea
Australia
Turkey
Canada
Germany
USA
Colombia
Russia
Poland
Mexico
France
Brazil
Middle East
China
Indonesia
Italy
India
South Africa
Thailand
% of respondents
I Find I Am Looking For Ways to
Simplify My Life 2017
Source: Euromonitor Lifestyles Survey 2017

Finding my JOMO: what it means for business
FINDING MY JOMO
 Consumers want to carve out their own personal
space and time, which they dedicate to activities that
are considered and reflective, and companies need to
offer personalised solutions.
 Uber Eats plays on the trend in its advertising,
showing someone working out and later enjoying a
delivered meal at home, thus precious time that would
have been lost cooking is used in a more deliberate
way.
 The next five years will see people look for more “real”
experiences, products and marketing.
 There is potential to offer real life experiences
alongside products in foodservice or travel concepts,
for example, or to support experiential shopping,
taking consumers on a JOMO journey.
 Consumers are becoming proactive users of
information and communications to achieve specific
personal needs, feeling free to disconnect and
reconnect whenever they need to. The user interface
must support this and permit a seamless interface.
 As JOMO consumers take more control over personal
data management when they use social networks,
operators need to be transparent and clear about how
the data is used, in order to avoid alienation.
Large book chains are adapting to the
rise of consumer preference for
independent stores and a return to
printed books. Sales of traditional print
books rose by 5% in the USA in 2017,
while sales of e-books fell by 17%.

 Italian company COOKiamo offers cookery
courses to get people to enjoy time together while
preparing, cooking and, importantly, eating.
 Face-to-face courses are moving away from
intense, fast-paced formulas to favour longer, slow
formats.
 COOKiamo connects participants to national and
international foods and top chefs, giving the
opportunity for students to interact in real life.
Key takeaways
 Consumer focus on how time is spent is changing
how group activities are shaped and marketed.
 Successful courses enable participants to relax
and take the time needed.
 Tech is used to market the experience and to
make it as smooth as possible.
 A growing trend for a smooth experience in all
things is creating unique opportunities.
Foodservice apps, for example, streamline the
process of finding a suitable restaurant, placing an
order and making payment.
COOKiamo (Italy): learning in the moment
FINDING MY JOMO
Evading does not have to necessarily
involve long breaks in remote locations,
escapism can also happen at home. What
really matters is personalisation.
Consumers want to ensure their time
offline is spent around individual Finding
my JOMO needs.
Credit: COOKiamo
The average per capita spend on eating out is
nearly USD400 in 2018
0% 10% 20% 30% 40% 50% 60% 70%
Other
Customer Wi-Fi
Online reservations
Self-ordering kiosks
In-store mobile payment
Loyalty programs
Artificial intelligence
Automation
Internet of things
Delivery
Online/mobile ordering
Technology Trends Impacting CFS Product
and Equipment Suppliers in Next Five
Years
Source: Euromonitor International Consumer Foodservice Industry Insights
survey, November 2018

Consumers taking control of their own health and wellbeing
38% of respondents
believe that it is
extremely important to
limit daily stress levels
Euromonitor Lifestyle
Survey, 2017
 The focus of this consumer-driven trend is on preventative, consumable measures against illness,
unhappiness and discomfort that people can take without having to consult a professional.
 I Can Look After Myself is characterised by forms of personalised restriction; the self-imposed “decluttering”
of one’s life, be it diet, house or wardrobe, that leads to versatility and, in theory, more choice.
 Consumers are taking control of their health and general wellbeing by using products or services that can
be tailored to them as individuals, so I Can Look After Myself overlaps with other trends, like Back to
Basics, but ultimately is a reaction to the intense, wasteful, super-saturated version of consumerism that we
see these days.
 Fast fashion and fast fixes, like crash dieting and miracle supplements, are out – a slower, thoughtful,
measured and personalised approach to preventing and treating symptoms, or just maintaining wellbeing is
key here.
0 2 4 6 8 10
Better For You (BFY)
Fortified/Functional (FF)
Naturally Healthy (NH)
Organic
Free From
CAGR % 2012-17
Global Health and Wellness Moves to Clean Labels and
Organic, Away From Better For You 2012-2017

 We are also using ingredients/foods
/oils to look after ourselves more.
 One very fast moving sector is the
increased use of cannabis as an
ingredient in CBD form.
 The World Health Organization
(WHO) has suggested that cannabis
should be rescheduled within
international law, given the
mounting evidence showing that it
could prove beneficial in treating a
number of health problems. This a
significant change and will have a
big impact.
 The focus of the I Can Look After Myself movement is preventative, not curative. Rather than relying on
brands for their wellbeing, consumers now want to feel in full control of their own physical and mental
states. This means that companies must engage more with consumers and offer innovative solutions, eg La
Roche Posay’s skin patches linked to apps to monitor the level of sun exposure and the need to top up sun-
cream.
 Rather than being reliant on brands that only offer prescriptive, strict, curative solutions to life’s problems,
the consumer will tune out the hype and focus on products and services that they can personalise and
which cater to their own needs, rather than those of, say, a famous blogger.
I can look after myself: what it means for business

The Marshmallowist (UK): CBD-infused marshmallows as snacks
 CBD-oil is increasingly being
incorporated into dietary supplements,
food, drinks and even beauty products,
and is set to become even more visible
in 2019.
 The Marshmallowist has created
gourmet marshmallows with CBD-oil –
the non-psychoactive element of
cannabis – that are “cannabis,
grapefruit and peppercorn flavoured”.
 The sweets claim to have a
therapeutic effect, enhanced and
quickened by the sweets’ quick and
complete absorption into the body, so
the effects are felt immediately on
eating.
Key takeaways
 Somewhere in between confectionery and a dietary supplement, these marshmallows offer a fun way to
benefit from the well-documented therapeutic effects of CBD-oil. They offer the convenience of therapy in a
snack format.
 Consumers are looking for alternative “look after themselves” solutions that are convenient and interesting
– such as snacking for relaxation.
Credit: The Marshmallowist

Consumer desire for a plastic-waste free world will build in 2019
63% of global
packaging across
the food, beverage,
beauty, home care
and pet food
industries is
currently made from
plastic
 Plastics, such as single-use packaging for food and beverages, and micro-plastics found in beauty and
personal care, and home care, as well as plastics produced by the fast fashion industry, are coming under
increased scrutiny, as the “Blue Planet Effect” shines a light on the plastic-based waste products that end
up polluting the natural world.
 From images of the “Great Pacific Garbage Patch” to footage of marine life choking on waste, the BBC’s
“Blue Planet” has taken the issue mainstream and encouraged consumers to realise the full extent of the
impact of our plastic-based society on the natural world. Plastic has never been such a point of consumer
concern, and is set to be an even bigger consumer focus in 2019 – from straws and stirrers to coffee cups,
from clothing to fishing nets and packaging.
 Consumers will increasingly use their wallets to protest about irresponsible use of plastic, which could in
turn create a virtuous circle where industry – from food and beverages to beauty and personal care
manufacturers and beyond – stand to gain by improving sustainability.

 There has been a response throughout the value chain:
from retailers making plastic-free commitments to brands
pledging to go further with reusable, recycled and recyclable
packaging, to partnerships among packaging producers and
recyclers, to governments evaluating how to improve waste
handling , to consumers reducing their plastic footprint.
 That said, it is important not to overlook plastic’s valuable
contribution to society, from its use in medicine,
construction, transportation, to provision of safe drinking
water to the developing world. Nor should sight be lost of
the inherent protective and resource-efficient benefits
afforded by plastic in preventing food waste. Rather than a
wholesale “plastic-free” goal, perhaps a “plastic waste-free”
or an overall “waste-free” world should be the end goal?
 There is a need to adopt a circular economy approach and
harness the current spotlight on plastic as a positive means
to progress development, from brands designing out surplus
plastic to designing in recyclability and ensuring plastic
recovery and reuse. This can be enabled by optimised
waste management infrastructures and a greater consumer
understanding of plastic handling post-use.
 Balancing costs with this trend remains an issue for
businesses, as consumers are still only willing to pay a
small premium for plastic-free. Being transparent about
efforts and strategies remains a priority.
I want a plastic-free world: what it means for business
Source: Euromonitor International Lifestyle Survey

 Corona Extra, ranked among the top 10 lager brands
globally, has been piloting a plastic-free multipack ring in
Mexico since the start of 2019, with plans to roll this out
to the UK at a later date.
 The new six-pack rings are made from plant-based
biodegradable fibres, which are designed to break down
into non-harmful organic waste if left in the environment.
The brand acknowledges that, while many plastics are
often recyclable, the reality is that much of this plastic
ends up being discarded rather than recycled, thus
polluting the natural environment and harming wildlife.
Therefore, they decided to prioritise plastic-free solutions
such as this.
Key takeaways
 An example of a leading alcoholic drink brand taking
action in response to consumer demand for a plastic-free
world.
 Approach follows other lager brands, such as Carlsberg,
which recently designed a glue-based multipack system,
and aligns well with the brand’s positioning.
 Given the brand’s prominence, it has the potential to act
as a catalyst for other brands both within and outside the
alcoholic drinks industry.
 It showcases innovative thinking.
Corona Extra (Mexico): plant-based six-pack rings
Credit: Corona

 Consumers are busier than ever. They are
beginning to expect more from companies,
and want products and services delivered
as quickly and simply as possible.
 Efficiency-driven lifestyles transcend
instant gratification. I Want it Now!
consumers seek frictionless experiences
that mesh with their lifestyles, are smooth
and stress-free, and allow them to
dedicate more time to their professional or
social lives.
 Consumers are increasingly turning to
apps that help them organise their lives,
and are especially intrigued by innovations
that help them avoid queues, reduce
waiting time, and synchronise their
personal information and preferences.
 Technology (especially the adoption of
apps) will continue to drive this trend, and
younger consumers will adapt more
quickly to digital and other technological
innovations.
I want it now! consumers seeking frictionless experience to organise life
I WANT IT NOW!
0
20
40
60
80
100
120
140
15-29
30-44
45-59
60+
15-29
30-44
45-59
60+
15-29
30-44
45-59
60+
15-29
30-44
45-59
60+
Apparel and
Personal
Accessories
Beauty and
Personal Care
Products
Large Consumer
Electronics
Food for Takeaway
and Delivery
%ofrespondents(multipleoptionsallowed)
Consumer Preferences For Path to Purchase by
Age 2017
In-store/in-person On computer or tablet On smartphone
Source: Euromonitor Lifestyles Survey 2017

 What makes the I Want it Now! trend different in 2019 is that
consumers’ willingness to spend is intersecting with technology
that more seamlessly integrates goods and services with their
lives, with smartphone apps paving the way.
 Consumers are finding ways to better integrate their weekly
errands into their personal and work lives, such as with smart
appliances, pre-ordering meals and connecting with
professionals like doctors through apps. Subscription services,
eg capsule wardrobes, are emerging strongly.
 Especially in Asian markets, consumers are using “super
apps”, like We Chat and Go-Jek, that provide an expansive
shopping experience in one convenient interface.
 Larger technology companies with access to user data are
poised to capitalise on this trend in the short term. These
companies will be able to employ resources and research in
5G technology, artificial intelligence, and the “internet of things”
to help consumers save time and money. As consumers
continue to rely on the efficiency of these products and
services, they will begin to expect the same level of service
from all companies, no matter the size.
 Central to I Want it Now!, is the management of user data and
a company’s access to these data. The public’s trust in access
and how it will be used will ultimately determine the longevity of
this trend.
I want it now!: what it means for business
I WANT IT NOW!
0
5
10
15
20
25
30
35
40
45
50
15-29 30-44 45-59 60+
%ofrespondents
I Am Willing to Spend Money to
Save Time 2017
Strongly Agree or Agree
Neither agree nor disagree
Strongly Disagree or Disagree
Source: Euromonitor International’s Lifestyles Survey 2017
The trend is strong in societies with a
high development and urbanisation. In
2017, 53.7% of Chinese respondents
were willing to spend money to save
time, and over 60% in India

 Samsung launched the first generation of its Family
Hub in 2016, which was equipped with an LCD screen
and internal cameras that allowed consumers to
check their stock while grocery shopping.
 Samsung’s 2018 release upgraded the list of
functions to include a total of 36 apps, including Uber,
Spotify and Fridge Manager, which allows the remote
control of the temperature.
 Bixby is the Family Hub’s own version of a digital
assistant, and mimics many of the functions of Alexa
or Siri.
Key takeaways
 With efficient lifestyles entailing having information
and control at your fingertips, smart appliances
appear to give a sense of where this trend is heading.
 The Family Hub goes beyond serving as a smart
personal assistant.
 It keeps tabs on food and other family member
schedules, serving as the smart product for
household management.
Samsung’s family hub (global): centre of the smart home?
I WANT IT NOW!
According to Euromonitor International’s
2017 lifestyles survey, 54% of consumers
feel they can make a difference to the
world through their choices and actions
Credit: Samsung

 Increasingly, people are giving
up the idea of finding lifelong
companionship. Loner Living
does not necessarily mean
loneliness.
 They often seek experiences
that replicate companionship,
whether that means adopting a
pet or travelling in groups.
 These consumers are more
budget-conscious, perhaps
given the disproportionate share
of earnings they must allocate
to housing.
0
100
200
300
400
500
600
2012 2013 2014 2015 2016 2017
Population(million)
Global Population of Divorced or Widowed Individuals
2012-2017
Population by Marital Status [Divorced] Population by Marital Status [Widowed]
 This trend challenges the idea that living alone into adulthood is a source of stigma; in fact, single
households are expected to grow at the fastest rate – a 2% CAGR – over the next decade. Many of these
households will be divorced Baby Boomers, who have the highest divorce rate of any generation, although
it is also being driven by younger people who are delaying or eschewing marriage to focus on their careers
instead, or to indulge in personal development, education or travel. This is especially true in East Asia,
where single households are rising the fastest. In the West, it is estimated that when today’s youth turns 50,
25% of them will never have married.
 Instead of dreading solitary lifestyles, the young and old alike are celebrating their singledom with pride.
People across the world are bucking the stigma of living alone
LONER LIVING

Loner living: what it means for business
LONER LIVING
By the time today’s US young adults turn
50, 25% of them will have been single
their
whole life.
 Single households only have one income, money can
be tight and they are careful what to spend on. They
are often less brand loyal, as they look for the best
deals.
 Products and services that help these consumers
celebrate their proudly independent lifestyles will
succeed in capturing this growing market segment.
 Their purchasing decisions are often more sensible,
they shop “little and often”, preferring durable and
convenient products that come in smaller pack sizes.
 They are also less likely to be loyal to certain brands,
which reflects their propensity to celebrate their own
independence and sense of identity.
 Business needs to appeal to loner lifers not only
through value for money but also convenience, portion
control, simplicity and waste reduction.
 UK retailer Tesco continues to leverage this rise in
single living with its Shopping for One strategy, with
expanding ranges of single portion products, which also
appeals to households with differing diet needs (vegan,
cultural), as well as families who are increasingly not
eating together, as they have such busy lives.

 Karaoke Television has 20,000 mini-booths
that can cater to single Chinese who want
to enjoy singing in private and alone.
 Users pay per hour or song, using a QR
code on their mobile phones to pay for the
service. This enables consumers to “snack”
on karaoke rather than committing to
longer periods of time.
Key takeaways
 Services are capitalising on the growing
popularity of single living, such as
foodservice for one and solo gyms.
 Valuing the single psyche here
demonstrates how Loner Living is being
catered for in markets where singles
predominate.
 In Japan, there is an emerging ohitorisama
(or “dear client alone”) culture, while
China’s zeal for Singles Day (11
November) saw sales for Alibaba
surpassing USD30 billion in 2017.
M-Bar: Mini-KTV (China) - enjoying singing solo without shame
LONER LIVING
Credit: Euromonitor international
East Asia’s number of single households is rising
faster than many other regions

Key takeaways
CONCLUSION
Consumers are asserting their power. As their access to knowledge
increases, they are taking control in times of unprecedented change.
Business must use consumer engagement and collaboration to listen,
learn and give agency to consumers in order to succeed.
Generational values and priorities are blurring; consumers of all ages
and cultures are conforming less to conventional expectations. Looking
beyond traditional demographics will become increasingly important.
Customised, on-demand products and services are becoming the norm.
Employing technological advances to ensure a simple and efficient path
to purchase is essential, rather than optional.
Companies’ corporate social responsibility policies must be authentic to
connect emotionally with consumers.

Top 10 Global Consumer Trends 2019
CONCLUSION

Methodology
CONCLUSION
 Our annual Top 10 Global Consumer Trends are identified through a team Euromonitor International effort,
making the most of our very broad international coverage, ranging from industry market analysis to
quantitative global consumer surveys.
 We prompt our analysts internally in each of our industry verticals and poll the expert teams for their
insights. We build a database of emerging trends and mine our trade interviews.
 Each autumn, we take those collective insights into dynamic workshops and drill down collectively to
pinpoint emerging short-term trends.
 We poll our research teams in our 15 global offices and ask them to rank trends, and together we made
the final cut to identify the top 10 trends for 2019.
 Finally, each trend is written up by one of our analysts, working closely with the industry team, guided by
our experts.

FOR FURTHER INSIGHT PLEASE CONTACT
Gina Westbrook
Director of Consumer Trends
gina_westbrook@euromonitor.com
RELATED ANALYSIS
Whitepaper ‘Top 10 Global Consumer Trends for 2019 http://bit.ly/2F5zS3K

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