Data Tracker: Top 10 consumer trends for 2016

Consumption patterns are changing, throwing traditional branding and marketing principles in disarray. And in 2016, an interesting mix of trends and counter-trends will challenge ways of living and buying says the Euromonitor International, Global Consumer Trends Online Survey, 2015.

1. Agnostic shoppers
   Are hyper-informed with multiple opportunities to compare prices at their disposal. Not concerned with labels, flit between shops and products and want more than just discounts. Big challenge is winning their loyalty
2. Buying time
   Willing to outsource aspects of their lives. A winter 2015 survey from digital marketing agency VML Qias found 70 per cent of affluent Indians aged 18-35 linked luxury to how much free time one enjoyed, rather than purchasing power (68 per cent in South Korea and 59 per cent in China)
3. Challenging ageing
   Post-middle-age consumers, anywhere from 55-65. More energetic, work more, enjoy maintaining good physical health and pay attention to mental wellbeing. Lead fuller lives as consumers
4. Change-makers
   Want to enrich lives and preserve the earth's natural resources. Millennials especially, want brands they buy to behave responsibly
5. Gender blurring
   Reject prescribed gender roles, challenge typical gender tags, clothing, toys and labels. Disney, Amazon among early adopters of generic tags on clothes and toys
6. Greener food
   Care about cutting down on food waste in and beyond the home, try harder to avoid unhealthy food and overeating and keener on natural, local and seasonal food
7. Mental well-being
   Look beyond physical health, more persuaded by claims of stress reduction and increased mental clarity. Broader rejection of consumption as merely the acquisition of more products
8. Over -connected consumers
   Connected all the time but concerned about the ill-effects of a digital existence. Many even sleep with their phones and take it into the shower according to a survey.
9. Shopping for control
   Fear, financial worries and diminished trust in brands driving buying for control. Spend more on organic food, financial services, sun protection, security agents and air purifiers
10. Spending singles
    Fewer commitments and more to spend, premium singles are a captive audience for a range of authenticity-led services and products

Note: Euromonitor International's Global Consumer Trends Survey results are drawn from online consumers ranging in age from 15 to 65+ and living in 9 major markets: Brazil, China, France, Germany, India, Japan, Russia (2013 and 2015 only), United Kingdom, and the USA.