Consumer

Lifestyles
in 2017
Global Survey Results
Not to be distributed without permission.
Consumer Lifestyles
in 2017
Global Survey Insights

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© 2017 Euromonitor International

 Euromonitor International’s team of economic, consumer and industry trend experts
have identified 20 megatrends shaping consumer markets. The research team
has further predicted the eight most influential megatrends to watch for 2017. These
megatrends, sharing common drivers, have the power to transform and disrupt
entire categories.

This extract draws on the results for Euromonitor International’s Global Consumer
Trends survey to explore five megatrends shaping consumer lifestyles in 2017.
These trends are centered on experiencing more, a middle class retreat, connected
consumers, healthy living and premiumisation.

iv © Euromonitor International
 INTRODUCTION:
LIFESTYLES TRENDS IN 2017

Euromonitor International’s Global Consumer Trends survey data reveals a multitude

of information about the 2017 consumer. Key themes of these trends offer insights into
areas like how consumers prepare their meals, travel, react to economic shifts, save
and spend money, change and adapt digital habits and ethical living.

With a global environment of rapid change and innovation, it is no surprise that

consumer’s lifestyles are adapting. The megatrend analysis enables Euromonitor
International to identify emerging trends, while also monitoring how long-term
megatrends are shaping the world.

© Euromonitor International 1
 KEY FINDINGS SHAPING
CONSUMER LIFESTYLES

Millennials lead the way in trading the accumulation of

Experience More things for experiences, particularly authentic, international
travel opportunities.

Shopping preferences vary widely across markets and

consumer segments, with some focused on buying fewer,
Middle Class Retreat
high quality products and others succumbing to the pull
of bargain hunting.

Consumers must now balance the benefits of ever-present

Connected Consumers internet access with added stresses and challenges to
focus on “real world” activities.

While consumers across the globe have nearly-endless

access to health and wellness information, those with
Healthy Living higher education are most likely to take advantage of tech
advancements and opportunities to research and monitor
their health.

Meal preparation from scratch is often the first thing to go

as consumers juggle priorities, particularly among younger
Premiumisation consumers who are more likely to turn to meal preparation
kits or delivery / takeaway options that offer convenience
and premium ingredients.

2 © Euromonitor International
 K e y Fi n di n g s Shapi n g Con sum e r Lif e st yl e s

Millennials prioritise experiences, while

all ages want time to relax
Growing environmental concerns, shifting cultural status symbols and the era of
sharing life via social media have all contributed to more and more consumers seeking
experiences over things, with millennials leading
the way. For this younger segment, sought-after
experiences are often tied to international travel
and a desire to immerse in local culture, rather
53%
of millennials have taken
than be cocooned with other tourists in large chain at least one international
resorts and attractions. personal trip in the past
12 months
However, regardless of age, at least half of
consumers also want time to relax while traveling and seek destinations with a balance
of cultural authenticity and opportunities to escape everyday stresses.

Attitudes toward Experiences, Individuality and Relaxation, 2017

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60+

0% 10% 20% 30% 40% 50% 60% 70%

I like to be distinct from others
Look for relaxing travel destinations
I prefer to spend money on experiences, rather than things

Source: Euromonitor International Global Consumer Trends survey 2017

© Euromonitor International 3
K e y F i n d in g s S ha p in g Consu mer L ifesty les

Consumers are balancing price, quality

and the joy of bargain-hunting
Alongside the shift to experiences, many consumers are also making conscious
trade-offs to buy fewer, but higher quality (and often more expensive), things. This
is particularly true of internet-connected consumers in Asian and Latin American
emerging markets.

However, often the joy of finding good bargains outweighs the focus on paring down
purchases to only high quality. Over one-third of global consumers enjoy visiting
shopping malls and browsing in stores, even when they do not need to buy anything,
and one-quarter report that they often make impulse purchases.

Shopping Preferences, 2017

South Korea

France

Italy

United Kingdom

Germany

Turkey

USA

Brazil

Australia

India

Colombia

Russia

South Africa

China

Middle East*

Mexico

Indonesia

Poland

Canada

Japan

Thailand

0% 10% 20% 30% 40% 50% 60% 70% 80%

Like to find bargains
Would rather buy fewer, higher quality things
Don't mind buying items that will not last, if they are inexpensive

Source: Euromonitor International Global Consumer Trends survey 2017

4 © Euromonitor International
 K e y Fi n di n g s Shapi n g Con sum e r Lif e st yl e s

Ever-present internet access no longer

optional in daily life
As internet, particularly mobile, activities invade every area of life, many consumers
struggle with the reality of being lost without internet access, yet still balancing “real
world” activities with time spent online.

Global consumers who report being most stressed by the internet are also those who
use it the most, turning to their phones for at least eight distinct activities each day.

Daily Mobile Activities and Internet-Induced Stress, 2017

10

8
Distinct daily mobile activities

0
Strongly disagree Disagree Neutral Agree Strongly agree

Source: Euromonitor International Global Consumer Trends survey 2017

© Euromonitor International 5
K e y F i n d in g s S ha p in g Consu mer L ifesty les

Educated consumers most likely to

research and monitor health
Wearable technology, unlimited online resources and growing health awareness all
make it easier for consumers to take control of their
fitness, nutrition and broader wellness. Indeed, Health / Fitness App Usage
those with higher education, particularly university Percent of respondents who
graduates and beyond are leading in health research have used a health or fitness
and monitoring. app at least once

Year Percent (%)

Weight management is still the most common health
2015 52
monitoring behaviour, regardless of education level,
and over the past several years more consumers 2016 55

have turned to health and fitness apps, whether on a 2017 61

smartphone or separate wearable device, to aid them Source: Euromonitor International

in their quest for weight loss and improved wellness.

Health Research and Monitoring Habits, 2017

Graduate or
post-graduate studies

University graduate

Vocational
school graduate

Secondary
school graduate

Primary
school graduate

0% 10% 20% 30% 40% 50% 60%

Actively monitor what I eat to manage weight
Closely read nutrition labels on food and beverages
Use app to track health/fitness at least weekly

Source: Euromonitor International Global Consumer Trends survey 2017

6 © Euromonitor International
 K e y Fi n di n g s Shapi n g Con sum e r Lif e st yl e s

Efficiency crucial when cooking at home,

especially among young
26%
With competing family, work and personal
priorities, it is no surprise that cooking
and meal preparation falls by the wayside of consumers under 25
for many consumers, who then resort to spend less than 15
ready meals, takeaway and delivery. This minutes preparing dinner
is especially true for Gen Z and young

48%
millennials under 25.

Meal preparation kits have emerged to fill

the need of consumers, particularly those in of consumers under 25
their 20s and 30s, who would rather spend currently use or have used
time on non-cooking activities, but who also a subscription service
recognise the benefits of cooking at home.

Successful, convenient meal solutions will

also include premium ingredients and readily
19%
of consumers under 25 who
available nutrition information, as nearly have used a subscription
one-third of consumers report closely read service have tried a meal
nutrition labels. preparation kit

Reasons for Buying Ready Meals, 2017

40%

35%

30%

25%

20%

15%

10%

5%

0%
Baby Boomers Generation X Millennials Generation Z
Do not have time to cook Would rather spend time doing other things

Source: Euromonitor International Global Consumer Trends survey 2017

© Euromonitor International 7
 HOW CAN EUROMONITOR
INTERNATIONAL HELP?

Euromonitor International is the world leader in strategic research for economic

and consumer markets. Comprehensive international coverage and leading edge
innovation make our products an essential resource for companies locally and
worldwide.

With global research and analysis of consumer attitudes and behaviours, Passport
Lifestyles supports decision-making at all levels for clients in almost every industry.
The main data source in the Lifestyles system is the Global Consumer Trends survey,
an in-depth annual study of consumers in 21 markets around the world. Drawing on
the Global Consumer Trends survey data and additional sources, Lifestyles contains
specialised analysis, including:

•• Comprehensive, country-level portraits of consumer life, exploring the what

and the why of consumer behavior and attitudes at the local level

•• A variety of content pieces that identify, analyse, and assess the impact of not
only the hottest, but also the strongest trends influencing consumers now and
in the next 5–10 years

•• Innovative consumer typologies at the global and country level

Request a demonstration to discover more about the power of Passport Lifestyles.

8 © Euromonitor International