英敏特+2023年全球消费趋势报告

GLOBAL2023GLOBAL2023CONSUMERTRENDSwantandwhy—ndinndinwellplacedtoanalysehowitwouldimpactwellplacedtoanalysehowitwouldimpactpandemicacceleratedmanyoftheshiftsweforesaw.andpredictionresearcharegroundedindata.Wethenlayereconomic,demographic,technological,politicalandsociological(tonameafew)datasetstoanalysetheimpactdchoicethereweobserveandidentifycrucialopmentspatternsetdatapredictiveanalytics,action-orientedinsightsindustries,categoriesanddemographics,andtanever-changingworld.endsareavailableexclusivelytoMintelMintelclient,visittogetintouch.abold,newapproachtopredictingthefutureofglobalconsumermarketsandexpandedConsumerTrendsweredevelopedasaliving,nmodelthatwilladapttotheueandExperiencestherationordecelerationofthetrendsaccordingtotheytobemoreadaptiveandreactivetochangeeAstheCOVID-19pandemicunfolded,impactingnovativenovativeexpertiseandpredictionmodelmeantwewereDANAMACKEDANAMACKESIMONMORIARTYDirectorofMintel03Hyper03HyperFatigueTableofcontentsMeMentalityConsumerswillbeeagertore-focusonthemselvesandbrandscanhelpthemtakecentrestage.002PowertothePeoplebackandallowconsumerstobethecreativeMintelTrendDriversValueValueeandmeasurableSevencoreFeelingrespected,protectedandSeekingphysicalSeekingphysicalandmentalssconsumerbehaviour.004InternationalBuyinglocalwillbeawayconsumerscanprotectthemselvesfinancially,environmentallyandpsychologically,andfeelthattheyaregivingback.IdentityUnderstandingandexpressingplaceinsociety.ExperiencesSeekingand0505IntentionalSpendingwillplayincreasinglyvalueequation.FeelingconnectedTechnoTechnologythroughtechnologyinthephysicalanddigitalworlds.consumerlandscape.lications400+observationseverymonth14demographicMintelMintelTrendsinconsumerbehaviour.WHATITIShpayingattentiontoanddivedeepenefitEachtrendisbackedbydata,examplesofhowleadingbrandsarealreadyrespondingandacrossdifferentdemographicsandsectors.MeMentalitydakecentrestage.Forthelasttwoyears,consumersdsettheirownneedsonthebackburnertoprioritisepublichealthandsafety.Peoplearenowemergingfromthepandemiceagertore-focusonthemselves,andbrandscanhelpthemtakecentrestageintheyearstocome.006What’shappeningnowIdentityisbuiltonthedailyroutinesandhabitsthataccumulateovertheyears.Thepandemicdisruptedmuchofthisroutine,leavingpeoplewithanopportunitytoredefinewhotheyare.Brandsarerecognisingthisgrowingneedforpeopletosolidifyandcelebratetheirindividuality.Theyarerespondingbyofferingnewopportunitiesforexperimentationandself-expression.Brandscanleanontrialperiodstohelpencouragenewroutinesasconsumersbegintoactontheideathattheydonotneedtobethesamepersontheywereinthepast.dsurancetheytheyare.Consumersarereadyforaconfidenceboost,dtheircuriosityastheyofChineseadultsofChineseadultswhofollowfitnesscultureagreethattheiraffectedtheirlifeattitude.ofUSGenZsagreethatfindingwaystocelebratethemselveshasbecomemoreimportantCOVID-19pandemic.takenpartinanyhobby/havepursuedtheseasaformofcreativeexpression.NikeKoreaopenedatech-equippedSouthspecialscreenswhereconsumerscanMaal—awinemakerfromDesarmadoWine(DisassembledWine),aboxarietiesallowinguserstoSourcemaalwinescomShufflesisanew,invite-onlyappcreatedscollages,ormoodotheranimatedeffects.tConsumersareputtingthemselvesatthecentreoftheirlives5050%444%2525%Base:1,743Chineseinternetusersaged18-59whofollowthetopicsoffitnessculture;408USinternetusersaged18-25;1,887UKinternetusersaged16+whohavetakenpartinanyhobby/interestinthelast12monthsSource:MintelReportsChina,AttitudestowardsEmergingCulture,2022;MintelReportsUS,MarketingtoGenZ,2022;MintelReportsUK,HobbiesandInterests,20220808What’shappeningnextWhat’shappeningnexttoovercomentothespiritualpracticesormoralbeliefsollowandengageLosAngelesbasedcrueltyfreeandwallet-friendlybeautybrandColourPopCosmeticsisproductsbasedontheirzodiacStarterPack.colourpopcomktochangeastheyprepareforthentshaslaunchedanewactivationintheSamaritaineofragrancesandscarves.eCommerceplatformIdleFish(Xianyu)rolledoutaallowedfreshgraduatestonopreviousexperience.Source:AlibabaofUSGenofUSGenZteensagreethattheyfeeltheyhavelosttwoyearsoftheirlivesbecauseoftheCOVID-19pandemic.45%43%09FutureforecastConsumersneedhelpfillinginthegapswithofferingsthatfacilitategainingandgrowingskills664%dsdataprivacyandconsumerprotectionasmorerobustandlayeredofThaiconsumersagreethatnewtechnologyproducts/servicesthatcanbeincorporatedintotheirdailylifewouldbeappealing.oarebotheredbyuncertaintiesagreethattheuncertaintiesintheirliveshaveledthemontothe(egwork,study).Base:761USinternetusersaged12-17;2,000Thaiinternetusersaged18+;2,937Chineseinternetusersaged18-59whoarebotheredwithuncertaintiesInterestedinspeakingwithaConsultantaboutInterestedinspeakingwithaConsultantaboutGETINTOUCHLifestyles,2022;MintelReportsChina,AttitudestowardsUncertainties,2022SURROUNDINGS•SURROUNDINGS•RIGHTS0202PowertothePeopleBrandshavetomakeroomconsumers.Brandscanstepbackandallowconsumerstobethecreativecentreofinnovation.c-suite:consumers.Consumersareshapingbrandswiththeirdollarsandtheirvoices.Thisideagoesereconsumersareinvesting,co-creatingandvotingforchangealongsidebrands.Respondingtobackseatwhilekeepingonefootonthegastocreatemarketinnovation.What’shappeningnowCompaniesareadaptingtoanewmodelofconsumerasco-creator.PopularsocialplatformslikeTikTokprioritiseself-expression,drivingconsumerstodevelopandshowcasetheircreativityacrossbeauty,homeandfood.Brandsareharnessingthiscreativespiritbyinvitingoutsideperspectivesintotheirproductdevelopmentprocesses.Toshowcasetheircommitmenttocollaboration,manybrandsareemphasisingcreativepositionswithintheirorganisationthatareoftenfilled(evenifsymbolically)bycelebrities,influencers,kidsoreverydayproductusers.Brandscanencourageconsumerstobethecreativefeedback.Companiescanleverageemergingsocialperceivedandtalkedabout.ofUSofUSsocialmediauserswhofollowinfluencerssaytheyfollownichevloggersandbloggers.ofGermansocialmediauserswfulltimeinfluencersonsocialmediacomparedto5%whofollowbusinessleaders.EAandHMhavepartneredtocreatetivesdesignersandsmall-scaleideasacrosscategoriesarketableproductsKimKardashianwasappointedUS-basedBeyondMeatsChiefTastedvideocampaignthathighlightsrecipesacrosstheirportfolioofalternativeoteinsSource:BeyondMeatAthleticretailerDecathlonhasdevelopedadatalabinSingaporetocombineeffortsbetweenitsexperts,industrypartners,entrepreneursandstudentstobringnewproducts,practicesandprocessestoSource:DecathlonTheincreasingpowerofinfluencermarketingofUKconsumersagreethatdirect-to-consumerbrandshaveamorepersonalmersthantraditionalbrands.3737%2020%Base:2,000UKinternetusersaged16+;1,148USinternetusersaged18+whofollowsocialmediainfluencers;1,765Germaninternetusersaged16+whohaveusedsocialmediainthelast3monthsSource:MintelReportsUK,DirecttoConsumer,2022;MintelReportsUS,SocialMediaInfluencers,2022;MintelReportsGermany,InfluencerMarketing,2022What’shappeningnextwayorconsumerstoownapieceofabrandctlyconnectthemwithaBeyondjustcollectables,brandsaredesigningNFTsthat,whenpurchased,offerentryintorewardsprogrammes,membershipclubsandevenprofitsharing.NFTholdersaregivenearlyaccesstonewproductinformation,votingrightsandessentiallyaseatatthetable.Intheseways,overthenexttwoyears,expecttoseedigitalassetsbecomeapointofentryforaction-orientedconsumerswhowanttohelpshapethedirectionofthebrandstheylove.EvincoWineryDAOisaWeb3winery—createdbyananonymouscryptocurrencyexpertgoingandafourth-generationNapaValleywinemaker,MarioSculatti—wherewineenthusiastspurchaseclubwhichgrantthemvotingrightstodecidehowtheclubisrunandmanaged.ineexperienceforrewardsmembers,StarbucksOdyssey.ThesedigitalassetswilltaketheformofcollectableintheOdysseymarketplaceConsumersareembracing555%Thaiconsumersareawareof,andinterested3232%fUSconsumersaged18-24arefamiliarwithdigital-onlyitems(egNFTs)andareinterestedFutureforecastnewwaystoinvestinbrandshnologythatallowforextremepersonalisationhnologythatallowforextremepersonalisationacrosscategoriesproductstodrivecollectiveappeal.maptofollowguidedbytheactivistofBrazilianGenZconsumerscausestheycareaboutthantopersonallydonatetothosecauses.increasinglycatertothenicheidentitiesofloyalconsumerinvestors,fragmentinglarge,legacybrandsintosmaller,moretargetedbusinessunits.Forconsumers,aneweraofsocialsignallingwillemergeastheyfeelmoreintertwinedwiththeethicsWhatpeoplewear,eatanddrivewon’tjustsignalstatus,butwillbeadetailedaccountoftheirattitudesandbeliefs.228%ofUKconsumerssayadrawbackofacashlesssocietyisthatitcreatesareducedmeaningofmoney(eghardertocomprehendaphysicalformat).Base:2,000Thaiinternetusersaged18+;250Brazilianinternetusersaged16-23;2,000USinternetusersaged18+;2,000UKinternetusersaged16+Source:MintelReportsThailand,DigitalLifestyles,2022;MintelReportsBrazil,InterestedinspeakingwithaConsultantaboutGETInterestedinspeakingwithaConsultantaboutGETINTOUCHTechineCommerce,2022;MintelReportsUK,FutureofMoney,2022EXPERIENCES•EXPERIENCES•TECHNOLOGY•WELLBEING003HyperFatiguebeingstretchedinmanydirectionswhilebeingbombardedwithmediastoriesanddigitalcontent.Thepandemic,risingcostofliving,energycrisis,geopoliticalunrestandtheclimatecrisishavealltakentheirso,causingfatigueandasenseofbeingoverwhelmed.What’shappeningnowThepandemicimpactedandcontinuestoimpactewcontentcreationmetoappreciatethetactileexperienceanddimensionalityexperienceswerethesame.lives,andsomeareconcernedabouthowincreasedtologyisalsoadvancingatafastpace,butpeopleremainunconvincedofitslbenefitsinspaceslikethemetaverseNFTsorcryptocurrencies,whichcanmakethemfeeldisengaged.experiencingfinancialstrainoverinflationandrisingenergyprices.AstheeconomicforecastappearsncomeandevenerswillwanttoprepareforgchangesetSourceGettyImagesIndia-basedcleanfoodbrandTheWholeTruthFoods(TWT)announcedanindefinitebreakfromInstagram,statingitdoesandcitingreasonsofburnoutandtheissuesitfacedduetotheconstantlychangingtrends.AcaféintheNagoyacentralJapanprovidesaprivateenjoyingteasandsweetsMoreMoreconsumersareexperiencingstressandseekingnewwaystomeettheirmentalwell-beingneedsInthepastyearUSconsumerssaytheyhaveexperienced:49%Anxiety20%MentalexhaustionBase:2,000USinternetusersaged18+Source:MintelReportsUS,ManagingStressandMentalWellbeing,2022nextWhat’shappeningllaborateandlhealthnextWhat’shappeningllaborateandlhealthledthewellnesstrajectory,particularlyafterthepandemic,movingverandbodiesdevelopingacuriosityforspiritualandritualpracticesaswellasceseinOverthenexttwoyears,expecttoseeapolarisedresponsetorelaxationessspaceretreatsthatofferadigitaldetoxsappealtosome,whileothersnavigateppsbrandcollaborationswillplayanempoweringpeopletotakecontrol,ialadversitylhealersLinKaikaiandSource:Baidusaydailysaydailyritualsareanimportantwaytolifttheirmood.imeoutsidetotacklestress.FutureforecastUKcustomerswhohaveexperiencedstressrequiremoresupportrequiremoresupportadvancementshavealreadymadeanimpactandcarvedoutaspaceinthetechsegment,whichwewillseeincreaseasofferpracticalsolutions.saymanagingdiet/exerciseisimportanttomanageeractiveexperienceswillonlycontinuetogrow,meaningthattechnologywillcontinuetoplayavitalandinfluentialpartinconsumerexperiences.However,infiveyears,brandswillneedtoestablishboundariestobringordertotheinfluxofinformationandinitiativestoenableconsumerstoformhealthyconnectionswithresourcesinthetechnology,wellnessandleisurespaces.662%555%GETINTOUCHInterestedinspeakingwithaConsultantGETINTOUCHSURROUNDINGS•SURROUNDINGS•RIGHTS•VALUE004InternationalBuyinglocalwillbeawayconsumerscanprotectthemselvesfinancially,environmentallyandpsychologically,andfeelthattheyaregivingback.Withsomuchglobaluncertaintydingtheeconomysustainabilitysupplychainsandconflict),therewillbeagreatermovementtoprotectlocalresourcesandpandemic,butalsoareflectionofconsumers’forconsumerstoprotectthemselvesfinancially,environmentallyandpsychologically,andfeelthattheyaregivingbackinsomeway.What’shappeningnowdomesticbrandshighlightingtheirlocally-sourcedingredients,suchasFrenchbuttermadewithmilkfromNormandy,andglobalbrandstryingtoappealtolocaltastes,suchasfast-foodmadewithlocalrecipes.Butbrandshavemovedbeyondthissimplisticlatelocalproductswithmoresustainablepractices,leadingtoretailerscultivatingthathastotravelAlongsidethatbrandsarebeingmoretransparentaboutwhereandhowvestreamssocialmediapostsandQRcodes.alstoreslocatedinresidentialareas—havesparkedversyinmanycitiesWhiletheyoffertheconvenienceofsuper-fastdelivery,theymayalsocauseanuisancetoresidents.33%30%33%30%GermandiscounterNettoMarken-Discounthaslaunchedaprivate-labelrangeoffruitandvegetablessourcedfromlocalproducers.AQRcodeontheproductpackagingallowsSource:Gorillas,Flink,GetirandZapp,areaimingtomakewithasharedcodeofconducttocooperateneursSource:DecathlongelesbasedsewingSewShop—aimedatcreatingshopInstagramEnvironmentalandsocialissuesAPACconsumersaremostinterestedin:Localproductionandconsumption2525%ChinaIndonesiaMChinaIndonesia2424%IndiaJapaIndiaJapan2020%AustraliaSouthKoreaBase:China;Indonesia;Malaysia;Thailand;Japan;India;Australia;SouthKorea:1,000internetusersaged18+Source:MintelGlobalConsumer,TheHolisticConsumer,September2022What’shappeningnextlocalenvironmentastheworldfacesinggeopoliticalandfinancialinsecurityWhat’shappeningnextlocalenvironmentastheworldfacesinggeopoliticalandfinancialinsecuritywaystoconnectlocally—deepeningthebothinternationalandlocalbrandsatingwithtosupportthespecificneedsandparticipatein,butalsotakechargeofprojects.sinessesdtothoselocatedgeographicallynearbyandvolveintoaglobalsenselayasignificantroleinGlobalbrandscancapitaliseonthistheyarepresent.Source:AdidashaslaunchedlimitededitionsneakerswithDubaiPakistanirestaurantRavi.ThecollaborationispartofAdidas’collaborativeprojectwith11smallandlocalrestaurantsinrecognisethecommunityspiritcreatedinandaroundlocalidasdxbInstagramSpanishfarmersaffectedbywildfiresbyaddingSource:mcdonalds.esassociatedwithcompanies/brandsthatalignwiththeirvalues.merssaytheypreferhinstitutionscompaniesthatpromoteequality.4FutureforecastConsumersprefersociallyresponsiblecompaniesandbrandsnothercountriesthiswillleadbrandstoexplorestrategicmaterials,ifavailable,oratleasttoamoreoodConsumersprefersociallyresponsiblecompaniesandbrandsnothercountriesthiswillleadbrandstoexplorestrategicmaterials,ifavailable,oratleasttoamoreoodanddrinkcategoryofChineseconsumerssaytheyarelikelytobuyfromabrandthatdemonstratessocialresponsibilities(egdonatetopublicwelfare).friendlypositioningandincludecorporatepracticestoo.660%4545%internetusersagedUSinternetusersagedMarchMarchGETINTOUCHVALUEVALUE•WELLEBING005IntentionalSpendingFactorslikeflexibilitywillplayincreasinglyofresourcesConsumersarere-focusingonwhatvaluemeanstothemandspendingmoreintentionallyasaresult.Inatougheconomicfinancialchoiceswithoutsacrificingtheirqualityoflife.Thisgoesbeyondmakingbudget-friendlychoicestoconsideringhowfactorslikeflexibility,durability,andsustainabilitywillplayincreasinglyimportantrolesinthevalueequation.2626What’shappeningnowInresponsetopriceincreasesacrossallcategories,consumersareforcedtocontinuallyre-evaluatecomparing,andremovingitemsfromtheircartstoensuretheirneedsfortodayandgoalsfortomorrowcanbemet.Thenext12monthswillbeintenselycompetitiveasbrandsseektogainneworretainexistingconsumersthroughvalue-for-moneypropositions.sSourceSuppliedCarrefourfrozethepricesofSource:US-basedMethod’sUS$7VetiverandAmberhandwashwentviralHowconsumersarehandlingpriceincreasesspendinglessongrocerieshasbecomemoreofaprioritysincethestartofthepandemic.4545%ofUSconsumerswhobuyselectpersonalcareproductssaytheyhavechosenanalternativeproduct/brandduetopriceincreasesinthelastyear.3939%ofUKconsumerssaytheyhaveboughtfashionitemsinthelast12monthsthatcanbeusedformultipleoccasions(e.g.workandcasual).3737%ofChineseconsumerswhoaregroceryshoppersspentlessoneatingoutinSeptember2022comparedwiththepreviousmonth.Base:2,000Thaiinternetusersaged18+;1,973USinternetusersaged18+whobuyselectpersonalcareproducts;2,000UKinternetusersaged16+;1,178Chineseinternetusersaged18–59whoaregroceryshoppersSource:MintelReportsThailand,AttitudestoGroceryShopping,2022;MintelReportsUS,ThePersonalCareConsumer,2022;MintelReportsUK,Fashion&Sustainability,2022;MintelReportsChina,ChineseConsumerMonthlyTracker,September2022What’shappeningnextExpectastrongerfocusondurability,flexibilityandtimelessnessasconsumersseektobuylessandownproductsthatlastlongerandservemultiplepurposes.Asthemarketbecomesfurthersaturatedwithadded-valueclaims(egenvironmentallyfriendly,localbenefitsorWhat’shappeningnextExpectastrongerfocusondurability,flexibilityandtimelessnessasconsumersseektobuylessandownproductsthatlastlongerandservemultiplepurposes.Asthemarketbecomesfurthersaturatedwithadded-valueclaims(egenvironmentallyfriendly,localbenefitsorexpectchangesincircumstancestoleadngnear-expiredproductsorpurchasingugly,locally-grownproducebecauseityoffoodaswellasnanciallyscepticalanddiscerning.ClaimswillbewillbeevaluatedfarmorestrictlyascompanyFoodpandaaimstohelpuserseasilyidentifyandsupportsustainablebrandsonitsplatformcertificationprogramme.idasdxbInstagramNorwayhaslaunchedthreenewcraftbreads,bakedatlocalNorwegianbakeries,qualityloavesatlowprices.Source:REMA1000Garnesveien/Facebook62%4862%48%InterestedinspeakingwithaConsultantaboutHYPERLI