19 NOVEMBER 2021 | INDUSTRY TREND

IN CONTROL
Mintel Global Consumer Trend 2022
Tali Ramsey, Trends
Analyst

1 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Table of Contents
IN CONTROL ......................................................................................................................................... 3

IN CONTROL: NOW - THE NEXT 12 MONTHS .................................................................................... 5

IN CONTROL: NEXT - 18 MONTHS - 2 YEARS.................................................................................. 11

IN CONTROL: FUTURE - 5 YEARS+ .................................................................................................. 17

2 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

IN CONTROL

In times of uncertainty, consumers crave a sense of agency over their lives. Brands
can deliver the information and options consumers need to feel like they're in the
driver's seat.

3 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Rights, Wellbeing and Value

Mintel Trend Drivers are a framework for capturing consumer
motivations. In Control brings together the key Drivers of Rights,
Wellbeing and Value and how Empowerment and Protection are
pushing consumers to demand more power over their own lives. By
understanding these motivations, brands can act to change their
offerings to focus on flexibility and a greater understanding of the
importance of providing solutions that meet the needs of the individual.

4 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

IN CONTROL: NOW - THE NEXT 12 MONTHS

Feelings of precariousness and financial insecurity both created and exaggerated

by the pandemic mean that consumers are looking for a sense of control. At the
same time, the continued spread of misinformation is making it harder for
consumers to carry out the necessary research to make informed decisions.

Therefore, consumers need clarity and transparency from brands as well as

flexibility and options to make decisions that suit their individual changing needs
and circumstances. Consumers also want to know about ingredients, both what is
excluded and what's included, and why, but also about product efficacy to be sure
that products deliver on what they promise.

5 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

What's happening now

46% 40% 43%

of Indian consumers say of German consumers of Brazilian consumers

they would expect a who have used social say they often search on
healthy food/drink brand networks in the last three the internet first when
to offer products that are months have seen they have questions
transparent about incorrect information about household care
ingredients about COVID-19

Base: India: 3,000 internet users aged 18+-65+; Germany: 1,707 internet users aged 16+ who have
used social networks in the last three months; Brazil: 1,500 internet users aged 16+
Source: Ipsos Observer/Mintel, January 2021; Kantar Profiles/Mintel, March 2021, April 2021

Indicators to watch
Product shortages
As supermarkets are hit with product shortages, consumers will seek to gain a sense of control by
adopting other means of acquiring items, such as from local suppliers and new ecommerce platforms.

New supply chain technology will help brands improve processes, and partnerships with local producers
will help navigate empty shelf crises.

Inflation
Rising prices will accelerate the need for control and, if continued, force consumers to adapt their
lifestyles in order to survive through increased reliance on deals and discounts.

Consumers will also look for ways to earn more on their investments and be open to new fintech
innovations that provide better interest rates.

COVID-19 lockdowns
The uncertainty of potential lockdowns looms, causing disruption to future scenarios such as holidays
and vacations.

Consumers will focus on smaller plans that they have more control over, including domestic travel and
at-home entertainment and leisure activities.

6 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Innovation examples

The National Association of Italian Truffles has launched an app that

uses blockchain

Grupo Boticário has created a platform to increase transparency in the

BPC industry

7 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Environmental organisations aim to show the difference between

sustainability and greenwashing

A new app called F*** You Pay Me is being referred to as the Glassdoor
for influencers

8 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Category implications
Technology
QR codes are being implemented onto product packaging in order to track supply chains and verify
product authenticity, and health wearables help generate a sense of peace of mind when it comes to
personal health.

All of this is coinciding with greater pushes from consumers for data protection and control over what
they share online.

Food and drink

Increased availability of information on specific ingredients have contributed to consumer demand for
individualised food and drink products.

The pandemic has also highlighted the importance of diet in illness prevention, accelerating interest in
ingredients such as vitamin D as a means of controlling potential health outcomes.

Personal care
Overwhelming ingredient lists can contribute to a feeling of lack of control among consumers as they
struggle to understand each ingredient and the potential impact it could have on them.

Assessments of certain ingredients by medical professionals included on packaging provides consumers

with a sense of authority.

Beauty
With new ingredients and products constantly being introduced, consumers can find it difficult to know
what works for them.

Enabling consumers to co-create items is one way of combating this, with customisable beauty products
serving individual physical complexions, desires and skin problems, leading to better-served consumers.

Financial services
Consumers are seeking financial education and literacy to foster a greater sense of authority when it
comes to their money management.

This sense of control should be boosted by the growing global adoption of Open Banking standards,
giving people the ability to view account details from multiple financial providers on a single screen.

Home
Demands for control at home have led to consumers using smart devices that manage energy levels
and DIY solar energy kits that they can assemble.

We will see greater pushes from consumers for green and cheaper energy alternatives.

9 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Key takeaways

Tracing the source

Brands should provide ways to verify product information through supply chains that can be digitally
tracked and ingredient platforms that detail the origins and purposes of each ingredient.

Serving individual needs

As more brands offer product customisation with limits and restrictions, there are possibilities to
connect consumers to the raw materials that enable them to design and create products from scratch
more easily.

Misinformation epidemic
As more fake news is shared online, the value of truth is increasing, with provable claims being an
invaluable asset to brands. Clear and simple messaging from brands will help avoid accusations of
inauthenticity.

The right to privacy

Consumers are aware of their digital footprints, prompting concerns over who has access to their
data and how it is being used. Brands must develop more rigorous data privacy policies and give
consumers opportunities to monetise their data.

10 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

IN CONTROL: NEXT - 18 MONTHS - 2 YEARS

Feelings of uncertainty will continue to drive consumers to want to feel in control.

Misinformation will remain a challenge as software and technology become more
sophisticated (eg deepfakes). This will create mistrust and make fact checking more
difficult and important. Brands will need to work harder to deliver consumers reliable
information while addressing censorship concerns through implementing warning
systems for misinformation before banning users from platforms.

Consumers will look to brands to help them prepare and plan for all future
scenarios. This will prompt growth in individualised services that offer product
consultations before purchasing and 'super' apps that enable users to access a
number of services in one app to manage their lifestyles all in one place.

11 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

What's happening next?

63% 35% 70%

of female consumers in of Brazilian consumers of US consumers who

the UK would be who have eaten snacks have eaten packaged
interested in using a in the past three months prepared meals or side
service to understand say they'd like to know dishes say nutritional
which products they the process of how information should be
should be using snacks are made more visible on pack

Base: UK: 975 female internet users aged 16+ who have used cleansing or caring products on their
face in the last 12 months; Brazil: 1,457 internet users aged 16+ who have eaten snacks in the past
three months; US: 1,574 internet users aged 18+ who have eaten packaged prepared meals or side
dishes in the past three months
Source: Kantar Profiles/Mintel, April 2021, January 2021, March 2021

Indicators to watch
Big tech controversy
Controversies at large tech companies will contribute to declining levels of trust.

This will fuel more scepticism that will lead some consumers offline, deciding that the cons outweigh the
pros of using these platforms.

Surveillance
As more consumers install home surveillance systems for safety reasons, some will feel uneasy at the
thought of constantly being watched by businesses as well as other homeowners and neighbours,
further challenging a sense of personal freedom.

Life imitates art

New series, documentaries and films, particularly dystopian, that highlight social and cultural perils and
societal pressures will resonate with consumers and spark conversations about life's big issues while
inspiring some to take action through protests and movements.

12 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Innovation examples

Vietnam's Telecommunications Authority will publish a weekly index of

internet quality

Panasonic has built a community designed specifically for seniors

13 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Revix is launching an app to make it simpler for consumers to create/

manage cryptocurrencies

The UK government plans to make it illegal to write fake online reviews

14 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Category implications
Technology
Biometrics, implants and smart glasses will become more mainstream. This means consumers will wish
to control the technology they use as well as their data and online presence.

With AI becoming more sophisticated and common, some consumers will feel like AI may be taking too
much control out of their hands.

Food and drink

Greenwashing will continue, and in response, brands will be interrogated by consumers who don't
believe in their claims alone.

This will lead to a growth in independent regulators who inspect and verify a brand's carbon footprint.
Consumers will expect to see this verification as part of product labelling.

Personal care
Personalisation of personal care products will be the expectation with both ecommerce and physical
stores facilitating the co-creation of items.

Scientists will create staple skincare products, such as moisturisers and cleansers, that adapt to
individual characteristics once applied.

Beauty
Independent scientific studies that verify the claims of skincare and haircare ingredients will equip
consumers with the proficiency to make informed purchasing decisions.

Consumers will also be given the opportunity to follow these studies in real time via apps that publish the
information.

Financial services
Biometrics will move on from fingerprint and Face-ID app logins to the widespread use of technologies
likes voice biometrics.

Wealth management apps will expand, with more consumers taking calculated risks on the stock
market.

Home
Smart home systems will enable consumers to prepare meals and undertake chores while not in the
house. Home devices will also analyse occupants' daily physical and psychological states to offer them
nutritional plans.

Children will be given wearables connected to smart homes and smartphones for parents to track their
whereabouts.

15 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Key takeaways

Lifetime guarantee
Consumers want to be sure they are making the right purchase decisions and desire access to the
lifetime repair of products, beyond electronics. They will expect continued advice and maintenance
with purchases that are made.

Third-party information
Some consumers find it difficult to trust product reviews. This will lead to a growth in platforms that
use AI to compare thousands of reviews and highlight recurrent themes based on specific comments
instead of simply the overall rating.

Enhanced security
Consumers want reassurance that what's important to them is being protected. Biometrics and
implants that link to emergency services, enable payments and store personal information will
provide a heightened level of safety.

Organised lifestyles
Consumers want to control the outcome of daily events. They will benefit from driverless vehicles that
carry out repeat routine journeys automatically and robots that are able to visit bank branches, post
offices and shops on their behalf.

16 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

IN CONTROL: FUTURE - 5 YEARS+

Technology will grant consumers control over even the smallest aspects of their
lives. This will help them to create lives built around their needs and desires and
decipher what's best among the plethora of products and services available. Brands
will be required to undergo thorough checks regarding their product claims, and
consumers will collectively collaborate on sharing and analysing product
information.

The consumer desire to know potential outcomes will manifest in the development
of predictive technologies that can anticipate adverse events, such as extreme
weather, riots and protests. Consumers will also be increasingly anxious about the
authoritative role tech is playing in their lives. This will push some to turn back to the
simplicity and reliability of nature and DIY practices.

17 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

What the future holds

66%
of US consumers agree
that after COVID-19, they
think it's likely there
could be another global
pandemic in their lifetime
78%
52%
of UK consumers who
of Chinese consumers
have a smart lock in the
think of an ideal job after
household use or would
the COVID-19 outbreak
use fingerprint/face
as one that is stable
recognition with a smart
lock

Base: US: 2,000 internet users aged 18+; UK: 159 internet users aged 16+ who have a smart lock in
the household; China: 1,200 internet users aged 18-59
Source: Kantar Profiles/Mintel, June 2021, April 2021; KuRunData/Mintel, October 2020

Indicators to watch
More extreme weather
Global extreme weather and more intense seasons will continue to raise concerns about the safety of
living conditions, prompting consumers to make physical adjustments to homes in order to feel
protected.

Some consumers will migrate to areas that they feel are more secure.

Emotional robots
The threat and fear of AI taking over will become more palpable as robots are increasingly programmed
with advanced cognitive abilities and notably designed not to attack humans.

This will cause ethical dilemmas, leading some to protest and others to reject the new technology.

Healthcare revolution
Transformations in healthcare amplified by the pandemic as well as concerns over the conditions of
public health services will permanently change the doctor-patient relationship.

The speed of global vaccine developments also highlights the potential to create new treatments for
conditions such as cancer and malaria.

18 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Innovation examples

Efelya is an app that uses AI to assess a person's risk during pregnancy

Pet retailer Musti ja Mirri has launched a new digital locator service

19 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Amazon is releasing a personal home robot named Astro

Recife has established a partnership with WhatsApp to offer a helpline to

the population

20 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Category implications
Healthcare
Consumers will expect significant levels of accuracy through technologies that provide the exact dates of
disease manifestation to the date of death as well as relationship outcomes using compatibility profiles.

Technology will evolve into the closest thing to a crystal ball to grant consumers the power to plan with
peace of mind.

Food and drink

Advanced algorithms will be able to monitor consumer moods and personalities to accurately tell them
how likely they are to enjoy a particular restaurant, food or drink product.

Neighbourhood allotments powered by urban farms will give consumers control over where food comes
from while promoting sustainability.

Lifestyles
Integrated devices that can decipher real and fake information will be used by consumers to reveal
truthful versus fabricated news both online and in the physical world.

Consumers will wear smart glasses and see a product's raw materials and ingredients by looking at
them to verify levels of authenticity.

Clothing and footwear

Gendered products that place assumptions on consumer identities will be replaced with gender neutral
items that put the choice in consumers' hands.

At the same time, more consumers will embrace forming their own identities outside of traditions and
communicating this through what they wear.

Financial services
Crypto and virtual currencies will provide opportunities for people to adapt to new transactional methods,
altough regional regulations will create differences globally.

The first entirely cashless societies will emerge, as physical currency starts to be seen as an
anachronism across the globe.

Home
Smart homes will be constructed with anti-flood and anti-hurricane materials, and there will be a growth
in housing equipped with underground bunkers for greater security.

Rooms will be developed with multifunctional capabilities, with the ability to transform into a gym or
office at the click of a button.

21 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Key takeaways

Control over technology

Technological innovation needs to be balanced with retaining consumer autonomy. To achieve this,
tech must be developed by consumers themselves, such as a home robot or smart home that they
can co-design.

Orchestrating the future

Planning for the future will accelerate into consumers being instrumental in designing their futures
through technologies. These will include those that prevent diseases, advanced family planning and
enhanced financial saving schemes.

Brand accountability
Consumers will continue to call out companies. This will lead to a transformation in how brands
manage their internal business processes, with shorter supply chains and partnerships with
independent verification companies.

Personal assistance
Consumers will expect products and services to know them at an advanced level and be able to carry
out individualised tasks through machine learning and predictive technologies.

Meet the expert

Tali Ramsey

Trends Analyst

Tali Ramsey is a Trend Analyst responsible for writing Trend Observation

content covering the mainland Europe region.

Read more by this expert | Get in touch

22 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

 https://clients.mintel.com/trend/in-control

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).

Terms and Conditions of use

Any use and/or copying of this document is subject
to Mintel‘s standard terms and conditions, which are
available at http://www.mintel.com/terms

If you have any questions regarding usage of this

document please contact your account manager or
call your local helpdesk.

Published by Mintel Group Ltd

www.mintel.com
email: info@mintel.com

Help desk
UK +44 (0)20 7778 7155

US +1 (312) 932 0600

Australia +61 (0)2 8284 8100

China +86 (21) 6386 6609

India +91 22 4090 7217

Japan +81 (3) 6228 6595

Singapore +65 (0)6 818 9850

23 © 2021 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.