Alison Angus, head of lifestyles and, Gina Westbrook, director of consumer trends, Euromonitor International 01.19.21
The world transformed in 2020. Consumer habits and business operations were upended due to Covid-19. During this volatile time, it is imperative to prioritize what customers want.
Euromonitor International’s Top 10 Global Consumer Trends 2021 report reveals the most impactful trends that will define consumer behavior in 2021.
1. Build Back Better
In 2020, 50% of professionals believed their company was purpose-driven. Consumers now expect businesses to care beyond revenue and prioritize the triple bottom line – people, planet and profits.2. Craving Convenience
COVID-19 reduced impulse occasions, and walk-ins are now pre-planned. People want the convenience of the pre-pandemic world back. A seamless experience will play a pivotal role in purchasing decisions.3. Outdoor Oasis
Consumers are turning to the outdoors for leisure and recreation. Spending more time outside provides the feeling of connectedness while disconnecting from crowds. Open-air venues will become essential.4. 'Phygital' Reality
Physical and virtual worlds collide to keep people connected to the outside world. Virtual tools will become integral to operations.5. Playing with Time
51% of consumers chose “time for myself” amongst their top-three life priorities in 2020. Newfound flexibility provides more time, but finding the best use of this time can be difficult. As a result, a 24-hour service culture will emerge.6. Restless and Rebellious
Bias and misinformation are causing a crisis of confidence. Having suffered, put others first and gone without, these self-care aficionados are now rebelling, placing their own needs and wants first.7. Safety Obsessed
Safety is the new wellness movement. The fear of infection and increased health awareness will drive demand for hygiene products and contactless solutions to avoid exposure.8. Shaken and Stirred
Depression and mental health had a moderate or severe impact on 73% of global consumers’ everyday lives last year. People are reassessing priorities and identities in pursuit of a more secured, balanced and fulfilled life.9. Thoughtful Thrifters
People are cautious and frugal. At the beginning of 2020, 49% of consumers intended to put more money into savings in the next 12 months. In 2021, value-added and health-conscious products are being prioritized.10. Workplaces in New Spaces
Out of office took a new meaning in 2020. Working from home had a ripple effect on everyday life, from clothing choices to technology spend to eating habits and beyond. The traditional office will be redefined.Resilience and adaptability are the driving forces behind the trends in 2021. Despite many hardships, consumers have not given up. They continue to find their voice and push forward to advocate for a better tomorrow.
Download the full Top 10 Global Consumer Trends 2021 report to learn more about emerging and fast-moving trends that are expected to gain traction in the year ahead.
