Voice of The Consumer: Lifestyles Survey 2021: Key Insights

VOICE OF THE CONSUMER: LIFESTYLES SURVEY 2021: KEY
INSIGHTS
May 2021
INTRODUCTION
2021 FIVE KEY INSIGHTS
CONSUMERS SPENDING CAUTIOUSLY
SOCIAL ACTIVISM GAINS MOMENTUM
EMOTIONAL WELLBEING FRONT OF MIND
ONLINE LIVING BECOMES MORE ESTABLISHED
HOME-CENTRIC LIFESTYLES EVOLVE
SYSTEM OVERVIEW
LIFESTYLES SURVEY DETAIL
ABOUT EUROMONITOR’S RESEARCH
INTRODUCTION
Background on the Voice of the Consumer: Lifestyles Survey
▪ Voice of the Consumer: Lifestyles Introduction Topics Covered

Survey analyses key aspects of
consumers in a variety of settings ▪ The Voice of the Consumer: ▪ The survey measures consumers’
including at home, at work, in- Lifestyles Survey was fielded attitudes and behaviour relating
stores and online across 40 key across the following geographies: to the following key topics:
markets. ▪ Africa and the Middle East: Egypt;
▪ To better understand shifts in Morocco; Nigeria; Saudi Arabia; ▪ Eating and Drinking
consumption habits, Euromonitor South Africa; United Arab Emirates
▪ Healthy and Ethical Living
International surveyed over ▪ Asia Pacific: Australia; China; Hong
40,000 consumers globally. ▪ House and Home
Kong (China); India; Indonesia;
Exploring consumer behaviour, Japan; Malaysia; Philippines; New ▪ Leisure and Recreation
preferences, attitudes and Zealand; Singapore; South Korea; ▪ Path to Purchase
purchase motivations to help Taiwan; Thailand; Vietnam ▪ Personal Traits and Values
businesses move forward with a ▪ Eastern Europe: Poland; Russia
stronger strategic direction. ▪ Shopping
▪ Latin America: Argentina; Brazil; ▪ Spending and Saving
▪ This survey was fielded in Chile; Colombia; Mexico; Peru
January to February 2021. With ▪ Technology
1,000 respondents per market ▪ North America: Canada; US
(40,000 respondents in total). ▪ Western Europe: Belgium;
Representative of online Denmark; France; Germany; Italy;
consumers aged 15-65+ Netherlands; Spain; Sweden;
Turkey; UK
© Euromonitor International VOICE OF THE CONSUMER: LIFESTYLES SURVEY 2021: KEY INSIGHTS PASSPORT 3
INTRODUCTION
2021 five key insights
Consumers spending cautiously

• Job losses, reduced income and economic uncertainty is resulting in more cautious consumer spending where
value for money and personal values are key decision factors.
Social activism gains momentum

• Consumers are embracing social responsibility, demanding companies and brands do the same, helping make
the world fairer, healthier and more resilient.
Emotional wellbeing front of mind

• Increased pressure on consumers’ mental wellness is driving demand for more products and services that
support mental wellbeing and emotional balance.
Online living becomes more established

• The shift to online living has been rapidly accelerated by COVID-19 and many new virtual habits have become
the norm.
Home-centric lifestyles evolve

• Consumers are spending more time at home and adopting new routines, occasions and daily habits that
businesses must adapt to.
INTRODUCTION
SYSTEM OVERVIEW
2021 FIVE KEY INSIGHTS: CONSUMERS SPENDING CAUTIOUSLY
Consumers spending cautiously
57% of global 20% of global 38% of global

respondents expect to respondents expect to respondents would
increase their savings reduce their overall rather buy fewer, but
over the next 12 months spending higher quality things
60% of global 57% of global

respondents believe their respondents extensively
investments will have research the products
long-term value they consume
More considered spending across generations and income groups
▪ Consumers are spending cautiously in 2021 as job Cautious Consumption Traits by Generation
insecurity and reduced household incomes remain
prevalent. Across generations consumers are Like to find bargains
reassessing their priorities and changing consumption
habits.
Willing to buy previously-owned
▪ COVID-19 continues to restrict movement for many, items
either through enforced lockdowns or consumers’ own
safety concerns. As a result, consumers are going out
Lead a minimalist lifestyle and do
less, spending less and by default saving more. The not buy new items unless necessary
economic shock has resulted in panic saving and savvy
shopping.
Seek private label and low-cost
▪ Younger generations are not averse to being creative products
and are open to re-using and renting items; older
generations are more likely to look for cost-savings
Willing to rent items instead of
through bargain hunting, repairing items and even buying them
going without to curb spending.
▪ Seeking out private label and low-cost products is Repair items instead of purchasing
universal among all generations and reflects all new ones
income groups, not just those struggling financially. As
consumers are buying more mindfully and are more 0 10 20 30 40 50 60
conscious of their choices, re-using, renting and % of global respondents
repairing along with buying smarter has become Gen Z Millennials Gen X Baby Boomers
Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey
essential. 2021
While price is important, aligning to personal values is also key
▪ While consumers are looking at ways to reduce their Key Spending Preferences
spending and buying more lower-priced items, their
Like to try new products and
focus is on value for money and getting more from their services
investments. This is accelerating the shift to buying fewer
items but buying better. Believe their investments will
have long-term value
▪ Businesses can appeal to consumers with goods that
have a lasting impact; good quality, multifunctional Want products and services that
products and those that can be repurposed mean are uniquely tailored to them
consumers achieve longevity from their purchases.
Willing to spend money to save
▪ Emotions are influencing consumers’ choices more and time
more and purchase decisions are increasingly based
on how well a product or service aligns with buyers’ Prefer to spend money on
experiences than things
personal values and priorities. Many are willing to pay a
premium to achieve this, especially in relation to health
Buy fewer, but higher quality
and safety, convenience and environmental and social things
concerns.
▪ Consumers are looking for innovative solutions that help Try to purchase locally sourced
products and services
them be the best they can be and make the world a better
place. They want to actively engage with brands (39% of Feel good about buying eco- or
respondents); to support this companies that provide a ethically-conscious products
sense of community, inspire and offer real value at a time

0% 10% 20% 30% 40% 50% 60% 70%
when consumers have become more cautious and Share of global respondents
discerning about their purchases, will appeal. Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2021
Low-cost retailer invests to capture growing audience: Aldi
▪ In the UK, budget retailer Aldi is investing a further ▪ pick-up locations to leverage the rapid shift to online
GBP500 million in 2021 in its supply chain and grocery shopping.
stores to leverage growing demand from more price- Key takeaways
conscious consumers.
▪ Consumers are forming new permanent habits
▪ Recognising that its low-price strategy appeals to a around how and where they shop. Low-cost retailers
widening range of consumers, the retailer is can leverage new audiences by making their
upgrading existing stores to create a better in-store products more accessible to the growing group of
experience, opening new stores in more affluent price-conscious consumers across income groups.
areas and improving product mix and quality to
▪ Innovation and flexibility are key to success in the
appeal to increasing demand from middle-class
highly competitive supermarkets channel.
consumers. Alongside this, it is also investing in
more click-and-collect services and
INTRODUCTION
SYSTEM OVERVIEW
2021 FIVE KEY INSIGHTS: SOCIAL ACTIVISM GAINS MOMENTUM
Social activism gains momentum
62% of global consumers give back to those in need
38% of global consumers share their social/political opinions on social media
32% of global consumers boycott brands that do not share their political/social
beliefs
31% of global respondents donate to non-profits/charities that are aligned with

their values
30% of global consumers are actively involved in political and social issues
Global consumers position themselves with virtuous brands and deeds
Social Activism By Generation Social Responsibility Priorities

30% 60%
25% 50%
Share of global respondents

20% 40%
15% 30%
10% 20%
5% 10%
0% 0%
Gen Z Millennials Generation X Baby Boomers I feel I can make a difference to Being active in the community is
the world through my choices important to me
Buy products and services from purpose-driven brands/companies and actions
Boycott brands/companies that don’t share my social/political beliefs
Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2021
Social issues are gaining attention as a result of the pandemic
▪ There has been a surge in social activism as Change in Consumer Activism 2020-2021
COVID-19 shook consumers and fuelled the
desire to be and do better, not just for themselves Purchases based on brands' sociopolitical beliefs
Donate to political campaigns
for the others as well. As the pandemic moves Contact my local government
into its second year, there has been a shift in Boycott brands not aligned with my values
priorities and a diversion from saving the planet Donate to NGOs aligned with my values
Buy from brands that align with my values
to exposing and acting against social injustices. Share my social/political opinion on media
▪ As a result of the pandemic, cracks have Attend community meetings
Participate in rallies and protests
appeared in social systems, which in turn has Offset my carbon emissions
fuelled frustration and anger leading many more Rent items
people to try and find ways to make their feelings Buy second-hand
Buy sustainably-produced items
known. Consumers feel strongly that companies Buy from purpose-driven brands
should take a stand on social issues and act with Use less water
purpose. Our survey found that over 30% of Reduce meat consumption
Repair broken items, rather than replacing
respondents from all generation groups make Reduce my carbon emissions from transport
their purchasing decisions based on brands’ and Reduce food waste
companies’ social and political beliefs. Donate to environmental NGOs
Reduce energy consumption
▪ Social activism is likely to persist as stories Recycle items
highlighting global inequities spread. Companies Use sustainable packaging
Reduce plastics use
and brands must identify with consumers on a Vote in elections
more socially equitable footing and be seen to -4% -3% -2% -1% 0% 1% 2% 3%
help make the world fairer, healthier and more Percentage point change in share of respondents
resilient. Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2021
Purpose-led collaboration creates a new local brew: Nuestra Siembra
Source: Euromonitor Global Lifestyles Survey
Source: Euromonitor Global Lifestyles Survey
▪ #Supportlocal In Ecuador, a new beer, Nuestra ▪ supporting more than 7,000 hectares of farmland in
Siembra, was launched in June 2020 through a eight provinces, and farmers and ancillary workers/
company-government-farmer collaboration, called businesses involved in the production of agricultural
“Siembra por Contrato”, led by AB InBev’s local products.
Ecuadorian subsidiary, Cerveceria Nacional. Key takeaways
▪ As part of the initiative, Cerveceria Nacional ▪ COVID-19 has impacted both international trade and
provides local farmers with inputs and support such the livelihoods of local communities. Initiatives
as agricultural machinery and pledges on buying centring on locally-sourced ingredients allow
local agricultural products, with the company consumers to support local communities and the
involved throughout the process to ensure economic recovery, while at the same time enjoying
traceability. Purchasing this affordable beer, which is beverages made from local ingredients. This also
made from 100% locally-sourced ingredients (corn, provides an opportunity for international brands to
rice, barley), enables consumers to contribute to deepen their relationships with local consumers.
their local economy,
INTRODUCTION
SYSTEM OVERVIEW
2021 FIVE KEY INSIGHTS: EMOTIONAL WELLBEING FRONT OF MIND
Escaping from unwanted pressures is key to consumers’ wellbeing
▪ The COVID-19 pandemic has had far-ranging Global Consumer Attitudes to Pressure
consequences, with the most immediate impact
being concerns over physical health and disease
prevention. Ongoing uncertainty regarding the
I find I am looking for ways to simplify
economic fallout has had less easily measurable my life
impacts on health, notably increased anxiety and
disturbed emotional balance.
▪ Mental resilience has been under pressure
leading consumers to better understand their
emotional needs. Consumers are seeking ways
I feel under constant pressure to get
to simplify their lives and to stop worrying. things done
Stress-reduction activities, such as meditation,
herbal remedies and yoga, as well as physical
exercise have all been front of mind as
consumers ramp-up their efforts to better care
for themselves.
I like to enjoy life and don’t worry about
▪ As emotional wellbeing becomes a permanent planning for the future
dimension of personal wellbeing, and
consumers seek to pursue their own post-
coronavirus journey to achieve this goal,
0 20 40 60 80
businesses will need to keep adapting and
% of global respondents who agree/
resetting their products and services as well as strongly agree with these statements
their values to meet these needs. Source: Euromonitor International’s Voice of the Consumer:: Lifestyles Survey 2021
Physical health and emotional wellbeing go hand in hand
▪ Strengthening body and mind against COVID-19, as well as other challenges in the world, is a core of
consumers’ interests. More people are taking measures to improve their fitness levels through exercise to offset
anxiety and restore disturbed emotional balance, and exercise is likely to play a bigger part in sustaining mental
health going forward.
▪ The connection between green spaces and mental health has been well documented, and more recently, as so
many people have experienced some form of lockdown or social isolation, being outdoors has become a way to
help develop mental resilience. With this new focus on outdoor recreational activities, consumers are expected
to increase their spending on related products and services, especially those close to home. As consumers
connect emotional wellbeing to their overall health, brands should redefine their products and services to focus
on the value to emotional wellbeing they offer.
35% of global respondents expect

38% of global respondents cycle
44% of global respondents run or to increase their spending on
or ride a bike more than once a
jog more than once a week health and wellness over the next
week
12 months
Global consumers seek support and clarity for their mental health
▪ As well as exercising more, global consumers are adopting stress-reduction activities to help them combat
increased levels of depression and anxiety. All types of stress-reduction activities have shown an increase over
2020, with 30% of consumers globally saying they participate in these activities according to our Voice of the
Consumer: Lifestyles Survey fielded in January and February 2021. Innovation opportunities are widening as
consumers become more open to using technology to monitor and manage stress and anxiety.
▪ The ongoing health crisis has accelerated demand for consumer products that support emotional wellbeing
including increased adoption of sleep aids, mood-enhancing ingestible products and meditation apps. The
physical, lifestyle and spiritual components of wellness have become more intertwined, and as a result
consumers expect companies and brands to help them to achieve mindfulness, and to find calm and comfort in
their daily lives through authentic, engaging and affordable products and services.
Health-Related Consumer Behaviours Stress-Reduction Consumer Behaviours

2020/2021 2020/2021
60%

Participate in physical exercise 50%
40%
Take health
supplements/vitamins 30%
20%
Participate in stress-reduction
activities 10%
0%
0% 20% 40% 60% 80% Meditation Herbal Yoga Sleep aids Therapy or
Share of global respondents remedies counselling
2021 2020 2020 2021
Core: Hands-on meditation guidance
▪ Launched in early 2020, Core is a meditation device

designed to train its users to be more aware of their
meditation practices and improve their meditation.
▪ The cup-shaped device is meant to be held by consumers
to feel vibrations powered by electrocardiogram (ECG),
sensors that are in sync with the guided meditations and
breathing exercises found in Core’s companion app.
▪ The design of the device is meant to be aesthetically
pleasing, with rosewood accents. It is meant to be left out
on nightstands and tables, serving as a reminder for users
to meditate and build a habit naturally.
▪ Like many health gadgets and wearables, Core also
quantifies health factors. Calmness and focus levels are
tracked through the ECG sensors, as well as users’ heart
rate. This feature allows users to track their progress.
Key takeaways
▪ Innovate the sensation of touch, audio or visual to
enhance mental wellness experience.
55% of millennials and 50% of Gen Z have ▪ Counter the concern of the tech trend fading by providing
meditated in the past six months to reduce value beyond the product, such as classes and biometrics.
stress (Voice of the Consumer: Lifestyles ▪ Create with a purpose to aid consumers in developing and
Survey 2021) sticking with their rituals.
INTRODUCTION
SYSTEM OVERVIEW
2021 FIVE KEY INSIGHTS: ONLINE LIVING BECOMES MORE ESTABLISHED
Pandemic redefines and ingrains consumers’ online connections
74% of global consumers use 41% of global respondents make

technology to improve their day- an in-store payment on their
to-day life mobile phone every week
39% of global respondents prefer

23% of global consumers want
to communicate online rather
homes with smart functionality
than face-to-face or by phone
Consumers shift to more blended online and offline ways of living…
▪ Global consumers have been fast-tracked to using Global Online Activities 2021
digital tools to stay connected while at home and to
safely allow them to re-enter the outside world as Virtually connect with friends or
economies reopen. family
▪ Consumers are increasingly using smartphones to

facilitate safer protocols in physical spaces as well as
Able to balance “real world”
using them and other devices at home for virtual activities with time online
interactions that would normally have been in
person. Fuelled by COVID-19, but fast becoming the
“norm”, consumers, especially younger cohorts, are
Value online virtual experiences
shifting to more hybrid lifestyles, blending physical
and virtual ways of living, shopping, socialising and
working.
▪ Adapting life to a hybrid of physical and virtual Use AR/VR to enhance shopping
experience
worlds where consumers can seamlessly live, work,
shop and play both in person and online, will
continue to be the way forward for a large
Take an online/virtual fitness
proportion of global consumers. class
▪ Businesses must develop their strategies to facilitate

onsite virtual experiences and to recreate in-person 0% 20% 40% 60% 80%
occasions at home. Companies that deliver safe and Share of global respondents
memorable experiences via multiple methods and Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey
platforms will develop loyal customers. 2021
…including a permanent shift to digital shopping
▪ The crisis-inspired e-commerce boom is driving a permanent shift to Monthly Online Buying
digital shopping as consumers find the convenience and safety aspects of Trends 2020/2021
online shopping compelling reasons to continue to shop at online retailers
even as movement restrictions are lifted and vaccines rolled out.
Beauty or personal
▪ As well as online, digital innovation is expanding in brick-and-mortar care products
stores as consumers seek in-store technology such as scan and go, apps to
browse while they were queuing and contactless payments in order to
stay safe.
Groceries
▪ Globally, consumers want access to websites and apps that allow them to
browse easily online remotely or in store, including virtual shelf displays
and sampling using virtual try-on solutions and product demos, as well as
online consulting and virtual services that can help recreate sensory Home care and
experiences that connect with shoppers on every level. cleaning products
▪ Trust in the information provided by a brand or company through a social

media account or on websites was found to be very/extremely important
to 42% of global consumers surveyed. As digital shopping becomes more Health-related
ingrained in global consumer lifestyles, trust must be acknowledged as an products
essential element for a successful business.

▪ Euromonitor research projects that USD7.7 trillion will be spent on goods 0% 10% 20% 30% 40% 50%
and services via digital devices globally in 2021. Consumers expect Share of global respondents
companies and brands to strengthen their online competence in order to 2021 2020
retain their loyalty post-pandemic. Source: Euromonitor International’s Voice of the
Consumer: Lifestyles Survey 2021
Squadded Shopping recreates group shopping experiences online
▪ Launched in May 2020, Squadded Shopping Party is a

social platform that brings the out-of-home “shopping with
friends” experience that consumers have been missing,
into the home. It has created a virtual mall in which
fashion e-commerce sites such as ASOS, PrettyLittleThing
and Boohoo, can be accessed. Users can visit the mall
together with friends in their network on the site but can
also engage with other members of the site that are in the
virtual mall at the same time.
▪ Currently free, Squadded Shopping plans to start charging
retailers “online rental space” in the future as its member
lists expand.
Key takeaways
▪ Young digital native consumers enjoy virtual experiences
but miss fun shopping trips with their friends. Group
shopping online recreates this experience when
consumers are unable to physically be together to enjoy it.
▪ Online group shopping means consumers can get opinions
from others to help them decide what to buy. Brands and
retailers benefit as positive feedback from peers increases
the likelihood of the purchase being made, resulting in
fewer online shopping baskets being abandoned.
INTRODUCTION
SYSTEM OVERVIEW
2021 FIVE KEY INSIGHTS: HOME-CENTRIC LIFESTYLES EVOLVE
Home-centric lifestyles evolve
53% of global consumers work from home at least

weekly
48% of global consumers study at home at least weekly
31% of global consumers entertain family and friends at

home at least weekly
Leisure activities move into the home…
▪ Consumers’ relationships with their homes have been

transformed since the outbreak of the COVID-19
pandemic. Schedules have been upended, as work,
22% of global consumers want more
study and leisure pursuits have become much more multifunctional homes
bound to the home space.
▪ Globally consumers have become more creative with Regular Weekly Home-Centric Activities
their time. Old routines have been disrupted as many
people find themselves with greater flexibility in their Exercise at home
lives, less bound by timings of exercise classes or
when they can get to the shops for example, as they
shift to streaming services and online shopping. Play video games
▪ Demand for in-home experiences, such as virtual

tours, immersive adventures, concerts, masterclasses Have at home hobbies (gardening,
knitting, crafts, etc)
and video gaming have all skyrocketed. Businesses
have had to adapt and make traditional out-of-home
experiences available to consumers at home. Shop online at home
Consumers now have access to much more, at times
and prices that suit them. So, while they are eager to
Order food for home delivery
get back to normal life as lockdowns are lifted and
vaccinations are rolled out, many will continue to
0% 25% 50% 75%
spend more time at home having adapted to new
home-centred routines and a different mindset
Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey
around special occasions or going out. 2021
…and food preparation and consumptions habits shift
▪ Spending more time at home, global consumers are changing their cooking and eating habits, finding more time
to prepare food and cook at home and learning new skills, especially as many restaurants and foodservice
companies have evolved services to create meal kits and in-home cook-along experiences. However, although
there has been an uptick in the percentage of people cooking and baking, globally, consumers are also
increasing spending on more convenient ready-prepared meals and ordering food for home delivery or
collection. With spending on restaurant meals curtailed during the pandemic, households have been eager to
continue to treat themselves, upgrading to premium ready meals and restaurant-quality food deliveries,
especially for special occasions.
Food Preparation Habits: Food Preparation Habits: Food Preparation Habits:
Barriers to Cooking Food Preparation Food for Delivery or
2020/2021 2020/2021 Takeaway 2020/2021
30% 80% 40%

70% 35%
25%
60% 30%
20% 50% 25%
15% 40% 20%
30% 15%
10%
20% 10%
5% 10% 5%
0% 0% 0%
I do not have time to cook Cook or bake Reheat or prepare Order food for Order food for
a ready meal takeaway or pick home delivery
up ready-made
food to eat at home
2020 2021 2020 2021 2020 2021
Wow Bao launches national ghost kitchen programme
▪ Chicago-based Wow Bao has rolled out a programme

where it will partner with restaurants to make and deliver
its trademark Chinese-influenced dumplings and other
items nationwide. Wow Bao products have long been
produced in central facilities and shipped to Wow Bao
outlets for finishing. The new programme extends this to
third-party restaurants, which for a fee receive equipment
and training to make Wow Bao products, which can then be
sold via third-party delivery services, such as Uber Eats or
GrubHub.
▪ The new initiative is designed to expand Wow Bao’s brand
across the US, while potentially offering a new sales
opportunity to restaurants.
Key takeaways
▪ As more meal occasions are served by delivery, restaurants
will increasingly compete with grocery retailers and others.
▪ For packaged food and drinks players, offering a range of
options for delivery services (prepared and packaged alike)
represents a potential new high-margin business line; one
which will grow in importance as traditional impulse
channels, such as convenience stores, see occasions migrate
to delivery.
INTRODUCTION
SYSTEM OVERVIEW
SYSTEM OVERVIEW: LIFESTYLES SURVEY DETAIL
Lifestyles Survey offers insight into consumer habits and attitudes
▪ In the Voice of the Consumer: Lifestyles Survey, Euromonitor International surveys over 40,000 consumers
globally to explore consumer habits, preferences, and attitudes across all areas of life.
Eating and Drinking
Healthy and Ethical Living
House and Home
Leisure and Recreation
Path to Purchase
Personal Traits and Values
Shopping
Spending and Saving
Technology
Overview of Voice of the Consumer: Lifestyles Survey
Focus and Design

2021 Lifestyles Survey Data
▪ The Voice of the Consumer: Lifestyles Survey explores all Geographic Coverage
areas of consumer life, ranging from eating habits to
home activities to online shopping to outlook for the Africa: Morocco, Nigeria, South Africa
future. This survey began in 2011 and is tracked annually.
Asia: China, Hong Kong (China), India, Indonesia, Japan,
▪ Survey, design, execution and analysis were developed
Malaysia, Philippines, Singapore, South Korea, Taiwan,
collaboratively across teams within Euromonitor Thailand, Vietnam
International, in conjunction with outside sample
partners. Australasia: Australia, New Zealand
Fielding
Eastern Europe: Poland, Russia
▪ A diverse set of online panellists in 40 countries were
invited to participate between January and February Middle East: Egypt, Saudi Arabia, United Arab Emirates
2021. 1,000 responses were captured in each market.
▪ Panellists were pre-screened to ensure that the sample Latin America: Argentina, Brazil, Chile, Colombia,
matched each country’s population according to nested Mexico, Peru
quotas for age (from 15 to 74) and gender.
North America: Canada, US
Data Cleaning
▪ Only unique, complete responses to the Voice of the Western Europe: Belgium, Denmark, France, Germany,
Consumer: Lifestyles Survey questionnaire were used in Italy, Netherlands, Spain, Sweden, Turkey, UK
the analysis. Data cleaning includes removing duplicate IP
addresses, illogical responses and responses with fast
completion times.
Unique features
▪ Global comparability of
thousands of data points.
▪ Syndicated, cost-efficient
survey methodology.
▪ Time series data, updated
annually to allow the
identification and tracking of
trends.
▪ Analysis contextualising
consumer habits and
attitudes with broader
industry trends.
▪ Data visualisations and
written analysis provide at-
your-fingertips insights for
system users.
Data visualised through state-of-the-art dashboards
INTRODUCTION
SYSTEM OVERVIEW
SYSTEM OVERVIEW: ABOUT EUROMONITOR’S RESEARCH
Information about Euromonitor’s syndicated survey methods
▪ The Voice of the Consumer: Lifestyles Survey is ▪ To find respondents, Euromonitor International
designed by Euromonitor’s Survey team, with input partners with trusted panel providers to recruit
from the relevant research colleagues. The survey potential survey-takers. The panel providers direct
explores consumer habits, preferences and attitudes eligible respondents to the Voice of the Consumer:
across all areas of life. Lifestyles Survey, where they are again screened for
▪ The questionnaire is translated into local languages age and gender.
and reviewed by Euromonitor’s local analysts ▪ Quotas are put in place so that the sample (the set of
researching these digital topics for accuracy, product online responses) matches each market’s general
definitions and dialect nuances. The survey is then population distribution in terms of age and gender.
programmed by Euromonitor’s Survey team and ▪ After screening and quality checks in real time and
hosted on the Qualtrics platform. after the survey, 1,000 responses in each market
▪ The survey is then fielded online to consumers in were saved and processed for use in the Lifestyles
their local languages. The 2021 results were Survey.
collected in January and February 2021. The survey
takes around 20 minutes to complete, on average.
SYSTEM OVERVIEW: ABOUT EUROMONITOR’S RESEARCH
Lifestyles Survey: FAQs
▪ Which consumers do you survey? Internet-connected consumers who have opted in to answer survey
questions through one of our partners. Currently, we survey consumers in 40 markets.
▪ Does Euromonitor International have its own panel that clients can pose questions to? No, Euromonitor
International does not maintain its own consumer panel. We leave this high-maintenance work to our partners,
and focus on leveraging the company’s topical expertise to create robust questionnaires and insightful analysis.
Euromonitor International and our partners are GDPR-compliant.
▪ Who does surveys at Euromonitor International? Euromonitor International has a dedicated Survey team that
designs our proprietary questionnaires, programmes our surveys on the Qualtrics platform, manages data
collection in partnership with expert panel providers, and cleans and prepares datasets for analysis and
publication.
▪ Why do we conduct our surveys online? Isn’t this a biased method? This is common practice for almost all
syndicated products in this space. Online surveys are faster, more cost-effective and target those consumers in
which most of our clients have the greatest interest.
▪ How often will surveys be repeated? When can I see updated results? The Voice of the Consumer: Lifestyles
Survey will be updated annually. Data publication will occur in March.
FOR FURTHER INSIGHT PLEASE CONTACT
Jennifer Elster
Lifestyles Project Manager
jennifer.elster@euromonitor.com
https://twitter.com/ElsterJennifer
https://www.linkedin.com/in/jennifer-elster-58338722/
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Voice of The Consumer: Lifestyles Survey 2021: Key Insights

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Voice of The Consumer: Lifestyles Survey 2021: Key Insights

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VOICE OF THE CONSUMER: LIFESTYLES SURVEY 2021: KEY

Background on the Voice of the Consumer: Lifestyles Survey

▪ Voice of the Consumer: Lifestyles Introduction Topics Covered

2021 five key insights

Consumers spending cautiously

Social activism gains momentum

Emotional wellbeing front of mind

Online living becomes more established

Home-centric lifestyles evolve

Consumers spending cautiously

57% of global 20% of global 38% of global

60% of global 57% of global

More considered spending across generations and income groups

conscious of their choices, re-using, renting and % of global respondents

While price is important, aligning to personal values is also key

sense of community, inspire and offer real value at a time

Low-cost retailer invests to capture growing audience: Aldi

Social activism gains momentum

62% of global consumers give back to those in need

38% of global consumers share their social/political opinions on social media

31% of global respondents donate to non-profits/charities that are aligned with

Global consumers position themselves with virtuous brands and deeds

Social Activism By Generation Social Responsibility Priorities

Share of global respondents

Source: Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2021

Social issues are gaining attention as a result of the pandemic

Purpose-led collaboration creates a new local brew: Nuestra Siembra

Source: Euromonitor Global Lifestyles Survey

Source: Euromonitor Global Lifestyles Survey

Escaping from unwanted pressures is key to consumers’ wellbeing

Physical health and emotional wellbeing go hand in hand

35% of global respondents expect

Health-Related Consumer Behaviours Stress-Reduction Consumer Behaviours

Share of global respondents

Core: Hands-on meditation guidance

▪ Launched in early 2020, Core is a meditation device

Pandemic redefines and ingrains consumers’ online connections

74% of global consumers use 41% of global respondents make

39% of global respondents prefer

Consumers shift to more blended online and offline ways of living…

▪ Consumers are increasingly using smartphones to

▪ Businesses must develop their strategies to facilitate

…including a permanent shift to digital shopping

▪ Trust in the information provided by a brand or company through a social

essential element for a successful business.

Squadded Shopping recreates group shopping experiences online

▪ Launched in May 2020, Squadded Shopping Party is a

Home-centric lifestyles evolve

53% of global consumers work from home at least

48% of global consumers study at home at least weekly

31% of global consumers entertain family and friends at

Leisure activities move into the home…

▪ Consumers’ relationships with their homes have been

▪ Demand for in-home experiences, such as virtual

…and food preparation and consumptions habits shift

Share of global respondents

Wow Bao launches national ghost kitchen programme

▪ Chicago-based Wow Bao has rolled out a programme

Lifestyles Survey offers insight into consumer habits and attitudes

Eating and Drinking

Healthy and Ethical Living

House and Home

Leisure and Recreation