Top 10 global consumer trends of 2019

In a world full of choices, consumers’ needs and wants are fast-changing

THE TOP 10 global consumer trends of this year, according to market research company Euromonitor International, are:

Age agnostic. The boundaries of old age are shifting. As people live longer and take better care of themselves, older consumers feel and want to be treated as younger.

Back to basics for status. Shoppers are searching for authentic products and experiences, moving away from overt materialism to simplicity as well as from generic to higher quality products.

Conscious consumer. What used to be the domain of ethically positioned, niche producers is now being embraced by conventional companies through higher welfare products.

Digitally together. As our digital capabilities and comfort using new technologies grows, so will the potential of what can be created or experienced together, but remotely.

Everyone’s an expert. Whereas previously shoppers relied on a certain brand or information source, now companies must constantly innovate to entice more inquisitive shoppers.

Finding my JOMO. The Fear Of Missing Out has now given way to the Joy Of Missing Out. Consumers want to protect their mental well-being, disconnecting from technology and prioritising what they truly want and enjoy doing.

I can look after myself. As people become more self-sufficient, they take preventive steps against illness, unhappiness and discomfort without consulting a professional.

I want a plastic-free world. The push for a plastic-waste-free society has gained momentum, creating a virtuous circle where businesses gain by improving sustainability.

I want it now! Consumers seek instant gratification and frictionless experiences that mesh with their lifestyles, allowing them to dedicate more time to their professional or social lives.

Loner living. More people – particularly older consumers – across the world break the stigma of living alone and embrace their independent lifestyles.

“Intelligence is the common thread linking all trends in 2019. In a world full of choices, consumers’ needs and wants are fast-changing,” says Gina Westbrook, the director of lifestyles at Euromonitor International.

Here are two case studies that highlight how these trends are playing out in South Africa:

◆ Veganism, the practice of abstaining from the use of animal products for any purpose, is no longer seen as a choice for life with total eradication of animal-based products with today’s conscious consumers having a more flexible approach to their consumption and choosing to be vegan – or flexitarian – for one meal, one or two days a week.

As a result, mainstream food service companies are embracing the conscious consumers trend. For example, KFC recently launched a vegan burger in the country. “To include the Veggie Burger in the menu of selected KFC restaurants was a bold move. South Africa has heavily invested in meat production and sales, and the popularity of fried chicken is particularly widespread among consumers.

“KFC’s animal welfare initiatives continue, with the company currently testing faux fried chicken in the UK, mimicking its signature product with herbs and spices minus the meat, hoping to launch this vegetarian option in the country in 2019,” said Westbrook.

◆ Consumers are beginning to expect more from companies and want products and services delivered as quickly and simply as possible. Want it now! consumers seek frictionless experiences that mesh with their lifestyles.

Technology, particularly the adoption of apps, will continue to drive this trend. Consumers are adopting apps that help them organise their lives and are intrigued by innovations that help them avoid queues, reduce waiting time, and synchronise their personal information and preferences.

The company Medici recently established itself as an app allowing people to use text or video to consult with a doctor securely and instantly.

The app was first established in the US, and its South African chief executive expanded its operations to tackle some of the costs and hassle of consulting with medical professionals. | Supplied by Euromonitor International