Global Consumer Trends

[2019]
[ E D I TO R S ’ N OT E ] [CONTENTS]

What is a trend and why is it important to Total

Wellbeing
your business growth?
Challenge
At a time when ‘what’s trendy’ seems to change Matthew Crabbe 04 Accepted

day to day, knowing the motivations driving Director of Trends APAC

changes in consumer behaviour is crucial.
That’s why we’re here. 10
Mintel observes and identifies crucial
connections between developments, patterns,
and disruptions in consumer behaviour. We put
this into context to better understand what
it means for – and how it could inspire – our Simon Moriarty
clients’ business decisions across industries, Director of Trends EMEA Rethink
Plastic
categories, demographics and amidst global
themes. Every consumer trend we identify is
On Display
backed by robust consumer and market data
and comes with clear insights into its origins,
meaning, and future possibilities.
16
Looking ahead to 2019 and beyond, the 22
consumer landscape will evolve like never Gabrielle Lieberman
before, driven by themes of privacy, Director of Trends
individuality, wellness, convenience and & Social Media Social
Isolation
connectivity. In the pages that follow, we take Research Americas
you through some of the major trends that are
affecting consumer markets around the world
and how they will play out in 2019 across the
regions and industries that matter most to you. Redefining
Adulthood
While extensive, what you’ll read here isn’t 28
exhaustive. For full and in-depth coverage of
Mintel Trends, please get in touch.
34
We look forward to hearing from you.
 Mintel Global Consumer Trends  5

Total
Wellbeing
Consumers are treating their bodies
like an ecosystem and seeking
solutions that complement their
personal health and evolving needs.

A growing interest in Solutions that flex around

the microbiome (the
microorganisms in a
particular environment,
including the body) is
increasing demand for
products that balance and
boost the natural bacteria
found in and on the body—
from gut-friendly fermented
foods to probiotic skincare.
the body’s natural cycles
can help consumers
understand and respond to
their bodies. Developments
in health monitoring, such
as skin sensors or ingestible
capsules, will enable
on-demand creation of
personalised solutions,
while also building on
scientific research in these
emerging fields.

Total Wellbeing
 Mintel Global Consumer Trends  7

Total
Wellbeing
[ S P OT L I G H T O N T H E A M E R I C A S ]

How is ‘Total
51%
42%
of UK consumers
Wellbeing’ making
of Brazilian
consumers say
would be interested in a
personalised diet based on
an impact across
taking better care of
their physical health is
a main concern for them in 2018.
their genes/DNA.
the Americas?
49% From the cars we drive to the
63% of UK consumers who are both devices we use and the homes
of Chinese responsible for cleaning surfaces in we live in, consumers expect
consumers (aged their home and buying surface high levels of intuitiveness,
20-49) agree that cleaning products say responsiveness and functionality.
probiotics help they are concerned Simultaneously, as a natural
absorb nutrients, about the impact of evolution, consumers are looking
and 58% of them using hard surface externally to their surroundings and
believe that and toilet cleaning Gabrielle Lieberman internally toward their physical and
Director of Trends & Social
probiotics can products on their mental wellbeing, expecting holistic
Media Research Americas
boost immunity. household’s health. approaches that produce the same
benefits as the tools they use and
the places they live and work.

38%
of US skincare buyers would be interested
in trying probiotics as a skincare ingredient.
Source: Mintel Reports

Total Wellbeing
 Mintel Global Consumer Trends  9

1
[TREND IN ACTION]

Baze offers consumers 1 2 3

a personalised
supplement plan
based on blood
micronutrient analysis.

2
Products from
Knours, a US-based
skincare brand,
address the link Instagram @bazevitamins Instagram @knoursknows Instagram @drinkqii

between a woman’s
hormone levels and 4
the condition of her
skin, which enables Homeware brand
consumers to get Arredo has launched
tailored advice a new initiative in
based on their own Buenos Aires named
menstrual cycle. Proyecto Dormir
(“Sleeping Project”)
which invites people to
3 slow down and have a
nap in-store.
Oral health drink qii
claims to balance the
microbiome in the
mouth, providing a
convenient hygiene
option for when
conventional brushing
isn’t appropriate. Twitter @arredo_oficial 4
Total Wellbeing

Challenge
Accepted
A growing momentum to take on
new challenges is driving consumers
to reach new heights and uncover
new passions.
Whether it’s protesting,
volunteering, being
environmentally savvy or
trying the Whole30 diet,
consumers are showcasing
their passions in a manner
that makes them feel
engaged, but with the goal of
inspiring others, too.
Social media inspiration is
blurring the line between
reality and #lifegoals, but
at the end of the day, it’s
Mintel Global Consumer Trends  11
exposing consumers to
adventures that previously
felt out of reach, for better
or worse, so companies
and brands should proceed
with caution. Across
categories, retailers can
connect shoppers with a
tangible community and
an experiential goal for
the product they're buying
that makes a purchase
feel like more than a
mere transaction.
Challenge Accepted
 Mintel Global Consumer Trends  13

Challenge
Accepted
[ S P OT L I G H T O N E M E A ]

How is ‘Challenge
52%
Accepted’ making
24%
of Brazilians
of US consumers
who have taken a
an impact across
32%
of Canadian
who share
content on social
media say
vacation in the past 12
months say they travel
to try something
Europe, the Middle
consumers who
have attended a live
they do so to
gain likes
they’ve never
done before.
East and Africa?
event, report learning from
about live events friends.
from social media. Consumer comfort zones are
expanding as they become more
willing than ever to take steps to
27% experience new adventures, push
of Chinese themselves to the limit, and use
63% teens (aged social media to compete with and
of British 13-19) are offer inspiration to their peers.
solo holidaymakers agree you increasingly
can have more of an adventure ordering Simon Moriarty
travelling on your own. something Director of Trends EMEA

in restaurants that they

haven’t tried before.

Source: Mintel Reports

Challenge Accepted
 Mintel Global Consumer Trends  15

1
[TREND IN ACTION]

Brands are But it’s not all about

encouraging physical challenges,
consumers to step with marketing
outside of their comfort campaigns also
zone and push helping consumers
themselves to the limit. see everyday activities
and opinions from a
different perspective.
1
A sports-friendly 3
version of the
abaya is defying North American
preconceptions of the digital media and
traditional gown and broadcasting
empowering women company Vice created
in Saudi Arabia to the LikeWhatYouHate
become more active campaign, daring
in public. people to shake
up their Facebook
newsfeed by
2
arabianbusiness.com
liking posts they
disagree with.
PLAYR is a
wearable device
from the UK that
lets aspiring athletes
track and improve
their performance
using technology
normally only available
to professionals.

likewhatyoubleep.com 2 Instagram @playrsmartcoach 3

Challenge Accepted
 Mintel Global Consumer Trends  17

Rethink
Plastic Plastic is not inherently bad, but our
throwaway use of it is. Consumers
are reviewing their own behaviours
to prevent plastic pollution.

Consumers may have vending machines and bring-

the intention to reduce
and recycle their plastic
consumption, but they often
don’t know how or where
to start. Manufacturers are
challenged to streamline
packaging, empowering
consumers to feel confident
in how to dispose of
recyclable items.
And while the development
of recyclable products
and packaging that are
convenient for consumers to
separate is critical, equally
as important is creating
incentives and initiatives,
like sponsored ‘reverse’
your-own-mug schemes,
that make it worthwhile
for consumers to reuse or
recycle plastic items.
Companies and
organisations should look
to partner in order to create
or crowdsource ideas that
will make innovative and
disruptive changes, such
as the development of
biodegradable materials as
a replacement for plastic,
the search to enhance the
recyclability of plastic or the
cultivation of a better waste
management system.

Rethink Plastic
 Mintel Global Consumer Trends  19

Rethink
Plastic
[ S P OT L I G H T O N A PA C ]

How is ‘Rethink
58%
of Chinese
Mintropolitans* are
29%
of US adult
Plastic’ making
willing to pay more
for ethical brands.
GenZ consumers
(aged 18-22)
an impact across
46%
specifically shop for
products that are
environmentally
Asia Pacific?
of Brazilian middle class friendly.
consumers** would like to exchange The throwaway culture is rapidly
empty packages/used products for being challenged by increasing
a discount on future purchases consumer awareness of the
(e.g. make-up packages, old mobile phones). perils of plastic waste. A dramatic
change in attitudes has occurred,
71% forcing brands to rethink how
49% of UK they make better use of plastic in
of UK consumers who household what they offer to consumers,
recycle food packaging care product buyers Matthew Crabbe who increasingly demand brands
most of the time or agree that using Director of Trends APAC reduce, reuse and recycle plastic
less say that clearer recovered ocean waste to better protect them and
instructions on which plastic in packaging is their world.
parts of packaging can be a good way to protect
recycled would encourage them the environment.
to recycle food packaging more often.

*Mintropolitans are broadly defined by Mintel as those who represent a significant,

sophisticated consuming group (aged 20-49) who pursue quality of life rather than just
wealth, are well educated, and are the potential trendsetters.
**C12 socioeconomic group. Source: Mintel Reports

Rethink Plastic
 Mintel Global Consumer Trends  21

2
[TREND IN ACTION]

Brands are upping

their sustainability
2
efforts to protect the PepsiCo India
environment from announced that it
plastic pollution and, plans to introduce
more importantly, its first ever 100%
to win the trust and compostable plant-
affection of eco- based packaging for
conscious consumers. snack brands Lay’s
and Kurkure.

1 3
Around 350 of the Meanwhile, Shanghai
five major retail and is set to trial a rule that
1 PepsiCo India

discount chains in will make it mandatory

South Korea including for major food delivery
E-Mart, Lotte Mart, brands, including
Homeplus, Hanaro Meituan, Ele.me and
Mart and Mega Mart Baidu Waimai, to
have vowed to reduce use environmentally-
the amount of plastic friendly packaging,
shopping bags they such as paper
use and promote takeaway boxes
reusable shopping and bags.
bags as part of the
Environment Ministry’s
nationwide campaign.

Rethink Plastic
 Mintel Global Consumer Trends  23

On
Display Consumers and brands are becoming
more aware that they have a digital
persona to nurture and grow as much
as they have a physical self, creating
a growing tension where everyone is
fighting for attention and nobody is safe
from scrutiny and backlash.
Consumers are beginning to While it is important to
fully understand the degree balance the cycle of
of responsibility they hold “negative exposure” by
in this hyperconnected sharing good, positive
era, where actions have stories, in an era when digital
immediate consequences filters make us all feel that we
which can escalate like an can only get one side of the
unstoppable cascade. story, it’s important to also
promote critical thinking and
More than ever, it’s crucial dissent. This will help brands
for companies and brands to align with consumers’ defiant
have social media strategies in side and break through their
place and to train employees filter bubbles.
about company morals and
etiquette, so that when (not if)
staff is faced with a sensitive
issue they know how to handle
it in a timely way.

On Display
 Mintel Global Consumer Trends  25

On
Display
[ S P OT L I G H T O N T H E A M E R I C A S ]

How is ‘On Display’

52%
73% making an impact
of US adult GenZ
of Chinese
Metropolitans*
consumers (aged
18-22) specifically
across the Americas?
pay attention to shop for products
brand ethics in that are from
advertising. brands they trust. You are what you tweet.
Consumers and brands have
come to accept and nurture their
28% digital personas, perfectly curating
of UK Millennial consumers (aged their online identities. But even
18-37) say they feel very confident among the most carefully crafted
about expressing a different feeds, one misguided post can
opinion in a conversation. lead to intense scrutiny and public
Gabrielle Lieberman backlash. As we continue to live
Director of Trends & Social
our lives through the digital lens,
17% 16% Media Research Americas
it's important for brands to lead by
of Brazilian Millennials of US Hispanic example, while also challenging
(aged 19-35) agree social media users consumers to break through their
they have the power have boycotted brands social media filter bubbles.
to influence others based on things they
through social media. learned on social media.

*Mintropolitans are broadly defined by Mintel as those who represent a Source: Mintel Reports
significant, sophisticated consuming group (aged 20-49) who pursue quality of
life rather than just wealth, are well educated, and are the potential trendsetters
On Display
 Mintel Global Consumer Trends  27

[TREND IN ACTION]

CNN

2
1 2 3
Starbucks closed A new tax (~UGX Barcelona-based
more than 8,000 198.63 or USD fashion brand
company-owned 0.052 per day) Mango admitted
stores in the US to from the Ugandan it took inspiration
conduct racial-bias government charging from artisans from
education geared users to access social the Mexican state
toward preventing media platforms aims of Hidalgo after
discrimination in to ‘limit the spread consumer accusations
its stores. After the of gossip’, which is of alleged plagiarism.
training, Starbucks believed to be a threat Mango retracted
offered their training to the values and and apologized for
materials to other morals of the country. its clothing items
companies for featuring Tenango
employees and embroidery designs.
leadership.
3 Mexico News Daily

On Display
 Mintel Global Consumer Trends  29

Social
Isolation Constant digital connectivity, where people
are replacing physical interactions with digital
updates, can increase feelings of loneliness,
social isolation and depression, creating a
demand for products and services that help
consumers learn to disconnect and resolve
health-related issues.

Facilitating connections and comforts of home into a

creating unique spaces where
communities can be built is
the next stage in cultivating
customer loyalty. By
positioning their physical and
virtual ‘space’ as places for
consumers to meet while also
eating, shopping or taking
part in a leisure activity will
lead to a boost in not simply
engagement, but revenue.
Smart homes and delivery
services are making it easy
for consumers to feel like
they have everything they
need at home, turning the
threat for some brands. By
promoting interaction among
customers and between
customers and staff, brands
can motivate consumers to
leave their homes.
The role brands can play in
directly addressing issues
related to mental health and
the taboos surrounding it
is crucial; however, simply
encouraging consumers to
get out can help alleviate
loneliness, play a key role
in relieving depression and
create greater connections.

Social Isolation
 Mintel Global Consumer Trends  31

Social
Isolation
[ S P OT L I G H T O N A PA C ]

How is ‘Social
21% Isolation’ making
of UK consumers who have cut down their
social media usage or taken a break from
it in the last year say
an impact across
34%
they have done so
because they were of Brazilian Asia Pacific?
worried about their Millennials (aged
mental health. 19-35) say they
prefer to contact Consumers increasingly live
companies/brands their lives through smartphone
42% online rather than screens, and although connected
of single US adults agree that in-store or over electronically, they are becoming
they worry about being alone, the phone. isolated from each other physically
compared to 35% of adults and emotionally. Societies are
married/living with a partner. also ageing and becoming more
26% singular. Brands can step in to help
of Americans Matthew Crabbe consumers stay in touch with each
32% aged 65+ Director of Trends APAC other, forge stronger social bonds
of Chinese consumers agree and create communities in which
(aged 20-49) who play that they they can express themselves and
online games say they sometimes feel less isolated.
do so in order to make feel lonely.
more friends.

Source: Mintel Reports

Social Isolation
 Mintel Global Consumer Trends  33

3 2
[TREND IN ACTION]

Cafe Atelier, in
Bengaluru, India is a
café that doubles up
as a place to seek help
from mental health
professionals. Each
room of the house-
turned-café has been
converted into spaces
where consumers can
express themselves
brandinginasia.com
through art.

1
3
Loneliness is Pets are often
manifesting itself a solution for In Hong Kong, Canon
in multiple ways, loneliness. However, launched a video
plaguing consumers lifestyle constraints campaign encouraging
from every are causing some 2 children aged 7-14 to
demographic group. consumers to turn to share the pressures
Awareness about this artificial intelligence they face, at school
issue is spreading and as a replacement and at home, more
consumers are turning for the real thing. openly after they
to a host of solutions Bad Dog, a project revealed that they
in order to fight off its launched by a Chinese choose not to talk
ill effects. industrial design about their feelings
student, creates robot with their parents.
dogs that aim to offer
China’s lonely youth
companionship.
technode.com 1

Social Isolation
 Mintel Global Consumer Trends  35

Redefining
Adulthood
The concept of what it means to be an
adult has changed beyond recognition,
and people are adapting to lives that
don’t fit the mould.

With experiences over Despite more convenience

material things being a
key priority for Millennials,
companies need to focus on
campaigns and opportunities
that focus on making life
memorable. Taking a
technology-first approach
could be the answer, as
more and more consumers
are commonly relying on
technology to manage their
everyday "adult" tasks.
and opportunity, the
challenges of adulthood have
not disappeared. Brands and
companies can serve as a
resource for these hurdles,
by making responsibilities
feel more manageable and
even fun (sometimes).
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.

Redefining Adulthood
 Mintel Global Consumer Trends  37

Redefining
Adulthood
[ S P OT L I G H T O N E M E A ]

How is ‘Redefining
38%
48%
of Chinese
consumers (aged
Adulthood’ making
of UK Millennials (aged
19-38) would be interested
20-49) agree
they would rather
an impact across
in receiving automated online
financial advice tailored to
their personal situation.
enjoy the moment
than become
mortgage slaves.
Europe, the Middle
East and Africa?
46%
of Canadian Millennials (aged 23-40) feel very
confident using technology to interact with others,
but only 25% feel very confident interacting face to Being a grown-up isn’t what it used
face with people they don't know. to be. The value of experiences is
superseding the value of ownership.
Life is no longer a ladder to ascend,
46% 33% but a climbing frame with multiple
of US consumers of US consumers agree directions and brands need to be
who are renting they would aware that the traditional modes of
or living rent- rather living are no longer the norm.
free say renting interact Simon Moriarty
is more suited to with people Director of Trends EMEA

their lifestyle than online than

owning a home. in-person.

Source: Mintel Reports

Redefining Adulthood
 Mintel Global Consumer Trends  39

1 2 3
[TREND IN ACTION]

The conventional A Tesco store in As reported by The These different life

path of life is evolving Moray has partnered Federal Statistical choices are creating
as consumers delay with Alzheimer Office, the statistics a need for new, more
making traditional Scotland to introduce show that young flexible approaches to
commitments or a relaxed shopping people are living ownership, particularly
landmark decisions, lane for those suffering with their parents when it comes to
due to both changing from dementia, as well for longer than ever. large investments,
ambitions and financial as those who aren't in The average age of such as property,
constraints. a rush. somebody who leaves vehicles or big-ticket
home in Switzerland is items. A British start-
1 now 24-25, compared
to 20-21 in the 1970s.
up, Kahoots, uses
artificial intelligence
to help potential
homeowners simplify
the process of
2 buying a house with
friends, partners, or
family members.

Imperial.au.uk 3
BBC.co.uk

Redefining Adulthood
 Mintel Global Consumer Trends  41

So what?
To find out what this all means, how it applies
specifically to industries and markets around the
world, and what companies and brands should
know in order to leverage these trends in their
product and campaign development, please get
in touch: mintel.com/contact-us.
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