Megatrends in the US

October 2024

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s 10 focus megatrends and insights as to how each trend has manifested in the US.

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This report comes in PPT.

Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in USA report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in USA report answers:

  • How is the consumer mindset in USA changing? In USA, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in USA purchase decisions?
  • Where and how do consumers shop in USA?
  • What health-related activities do consumers in USA participate in?
  • What megatrends should I focus on in USA (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Businesses harness megatrends to renovate, innovate and disrupt
The drivers shaping consumer behaviour
Megatrends framework
US consumers prioritise convenience and digital solutions
Convenience
Tovala’s Smart Oven Air Fryer offers scan-to-cook tech for quick meal-making
Consumers are using tech to help simplify their lives
The new work-from-home culture is driving demand for home tech
American consumers want easy access to stores
E-commerce is underpinned by the need for convenience
Meal kits save time for busy consumers
Digital living
Barista Brew by Midea set to enhance the at-home coffee experience through AI
The US ranks above the global average in most areas of tech
Consumers are concerned about data privacy in the age of AI
Millennials are the most likely to share their data to receive personalised offers
Consumers are most likely to seek information from friends and family
Americans are looking for a balance between in-person and online interactions
Diversity and inclusion
GameFlo unveils card game featuring players from diverse backgrounds
US consumers tend to be actively engaged in social and political issues
Most Millennials are active in political and social issues
Americans are embracing inclusivity
Brand values are becoming increasingly important to consumers
Experience more
EssilorLuxottica and Meta introduce Ray-Ban/Meta smart glasses in the US
Americans have resumed out-of-home activities post-pandemic
Tourists seek relaxation and safety above all
Millennials want to create memories with tailored experiences
Personalisation
Nestlé elevates personalised nutrition with its Petivity  Microbiome Analysis Kit
Baby Boomers are most likely to join store loyalty schemes
Millennials are the most individualistic cohort
Premiumisation
Nissin Foods builds on premiumisation strategy with new brand launch
Americans appreciate premium and personalised features
Consumers are researching products more thoroughly before parting with their money
Nutrition and taste are high on the agenda regarding food purchases
Pursuit of value
Nuuly, a clothing rental service for younger, less affluent consumers, becomes profitable
Shoppers are seeking ways to stretch their budgets
Older shoppers are most likely to be feeling the pinch
Consumers continue to embrace the circular economy
Older consumers are the most cautious about future spending
Shopper reinvented
Target launches Target Circle 360 membership scheme after a year of declining sales
Millennials put their trust in celebrity endorsements
Online clothing shopping is rapidly gaining ground on in-store shopping
Americans are less likely to shop via social media compared to global counterparts
The younger generations are more likely to embrace social commerce
Sustainable living
DS Smith introduces an alternative to plastic shopping bags
More than half of consumers believe they can make a change through their choices
Millennials are most likely to rent items instead of buying
Reducing food waste and plastics use are top of the agenda
Americans are more willing to donate to charities than their global counterparts
Consumers place the most importance on packaging that is recyclable or biodegradable
Wellness
Peloton becomes the exclusive digital fitness content provider for Lululemon
Consumers adopt a more holistic approach to wellness
Americans are keen on taking preventative health measures
Consumers are actively trying to stay safe when out and about
Leverage the power of megatrends to shape your strategy today
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