The 6 trends that shape the new consumer landscape

Market intelligence agency Mintel has revealed the six consumer
trends its expert analysis concludes impact the current international
industries and markets and predicts how these trends will play out in
coming years. Mintel’s research shows the trends and values in which
today’s consumers are becoming increasingly interested. As consumer
interests tend to shape the market, these trends will likely have a
strong impact on future production throughout various industries.

Wellness

Mintel notes that consumers have become more concerned with their
“total wellbeing,” choosing to meet their needs with solutions that
provide benefits to their personal health. “In 2019 and beyond,
growing consumer curiosity with the microbiome shows no signs of
abating,” said Simon Moriarty, Mintel’s Director of Trends EMEA, in a
statement. “Consumers are looking externally to their surroundings and
internally towards their physical and mental wellbeing, expecting
holistic approaches to wellness that produce the same benefits.”

Challenges

According to Mintel’s analysis, consumers are showcasing a growing
desire to take on new challenges. Moriarty noted that consumers’
appetites for adventure are growing, which he partially attributes to
social media usage. “Consumers are becoming more willing than ever to
expand their comfort zones and push themselves to the limit with new
experiences,” Moriarty said.

Questioning plastic

Consumers are rethinking how their own behaviors affect the
environment, particularly with plastic. “As consumers continue to
challenge brands over the perils of plastic waste, the development of
recyclable products and packaging that are convenient for consumers to
separate will be critical,” Moriarty said. “In 2019 and beyond, expect
to see more sponsored ‘reverse’ vending machines and
bring-your-own-mug schemes.” Moriarty also acknowledge that as it
change happens on a wider scale, working in groups will be an
important tactic. He suggested companies and organizations look to
team up as a way to make changes.

Importance of display

Mintel predicts that as digital presences become more important to
relevance in today’s market, presentability will be of huge importance
to both consumers and brands. Moriarty points out that a single
misguided social media post can lead to public backlash. “Today’s
consumers are not afraid to speak out,” he said. “In the UK, 28
percent of Millennial consumers say they feel very confident about
expressing a different opinion in a conversation.” Moriarty believes
that a strong social media strategy and employee etiquette training
are positive techniques to meet this consumer trend.

Combating isolation

As digital connectivity decreases the need for physical social
interactions, Mintel predicts that consumers will feel social
isolation and therefore demand products that help them learn to
disconnect from digital outlets. “People are questioning the benefits
of social media as in the UK, a fifth of consumers who have cut down
their social media usage or taken a break from it in the last year say
they have done so because they were worried about their mental
health,” Moriarty said. “Facilitating connections and creating unique
spaces where communities can be built is the next stage in cultivating
customer loyalty.”

Learning Adulthood

Mintel’s research concludes that the concept of adulthood has
changed, with consumers acknowledging the fact that they are unique
from other consumers. “Despite more convenience and opportunity, the
challenges of adulthood have not disappeared. Those looking to
capitalize on this will serve as a resource for these hurdles, by
making responsibilities feel more manageable and even fun,” Moriarty
said. “Flexibility is the name of the game. With a growing remote
workforce, consumers’ daily lives are fluid and brands have to adapt
to lifestyles no longer defined by 9-5 work cultures.”

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