TOP-16 consumer trends 2018

We present to you a selection of global consumer trends, which the specialists of the marketing agency Delphi compiled on the basis of observations of consumer behavior from their own research, and also based on the analysis of international research agencies: GfK, IPSOS, Google, Nielsen, Euromonitor International.

Knowing these trends does not exclude the need for in-depth study of your customer, but rather complements knowledge about your customer and helps to choose the right strategic direction.

TOP-16 GLOBAL CONSUMER TRENDS

1. The consumer is rational
   The majority of consumers in the world whose wealth has increased after the crisis of 2008-2010 continue to use discounters and actively monitor the shares, although they can already afford to buy goods in ordinary stores. The concept of "deferred demand" is no longer relevant.

2. Safety of consumption
   Increasing stress and anxiety is one of the key trends in consumer sentiment (hello, urbanization). The consumer seeks to take control of his life: to remain always in touch; choose certain products; to buy wearable devices for health monitoring; use the applications "Smart Home", "Cost Planner", etc.

3. Always in touch
   For the consumer, the boundaries between real and digital life are blurred, and brands have an unprecedented opportunity to develop relationships with the client simultaneously in online and offline spaces, as well as at the junction of these two planes.

4. Active customer
   The possibility of instant public expression of the attitude of consumers to goods, services and manufacturing companies has unleashed a consumer who has felt his power in the battle against injustice, whether it is a cultural, social problem or a "threat" from brands. The consumer is ready to fight and defend his interests. And, as practice shows, he does it well even in the fight against transnational companies.

5. Skeptical consumer
   The growth of skepticism towards the mass market leads to the fact that more and more young consumers, especially among the millenials, refuse to buy goods from conventional rulers or from large corporations, preferring crafting products.

6. A conscious consumer
   More and more people in the world say that they feel guilty when they do something that is harmful to the environment.
   The tendency to care for the environment, a healthy lifestyle, concern with the observance of ethical standards by manufacturers is observed more often in young people.

7. Smart consumption
   The opportunity to save time, money, nerves is more respected than ever. Not for a while there is a love for lifhakam.

8. Healthy lifestyle
   Representatives of the younger generation, millenial, increasingly refuse to use tobacco, alcohol and other bad habits.

9. Refusal of ideal images
   People are tired of the ideal pictures in Instagram, which distort reality. The consumer trusts brands that are closer to reality and understand human weaknesses more ...

10. Treat yourself beloved
    Even those who with both hands for a healthy diet, sometimes want to make a breather. The trend will be a full-fledged healthy diet, which involves the interspersing of something not very useful, but very tasty.

11. Kidalting
    Millenials talk a lot about how to stop being "big": how to break away, have fun, and move away from "maturity." Hence the fashion trend "kidulting" (kidulting) is not just nostalgia, it is a mix of two worlds: an adult and a child. Brands will move in this direction more actively and more actively, changing the positioning and launching new activations.

12. Personalization
    Consumers actively use personalized products for health, sports, nutrition, including taking into account the genetic characteristics of a particular person, obtained with the help of DNA analysis.

13. Priority of impressions
    Modern consumers have a reassessment of values ​​- a change of priority from material values ​​to impressions and emotions.

14. Consumer Support
    Consumers are increasingly distrusting the claims of manufacturers and are seeking the truth in the opinion of other consumers. More and more people are exchanging their opinions, consumer experience.

15. Joint consumption
    Today, people increasingly adhere to the principle that sometimes it is more convenient to pay for temporary access to a product than to own it completely. The second life is received by second-hand shops, neighborly exchange of things (modern builders set up racks for exchanging neighbors things)

16. Importance of the home
    In our changing and troubled world, consumers value a place where they can find peace and remain themselves. For the modern consumer this is his house, and it does not matter whether he owns it or is rented. People began to appreciate goods and services that enrich home experience.