Consumers

Want to understand what influences consumer behaviour in different countries? Our team of consumer experts includes analysts in 100+ countries, helping you stay close to your consumer.

 

We explore key areas of the consumer landscape to help you expand your customer reach by understanding consumer preferences across markets, recognising the impact of changing demographics and exploring how megatrends shape behaviour, preferences and lifestyle choices globally. 

These key areas help businesses create personalised consumer experiences, from product development and pricing to marketing strategies. 

Consumer themes

Consumer insights

Top Five Global Population Trends

Ageing, urbanisation and health concerns are significant factors shaping global population trends. As populations age, we witness a rise in “super-aged” countries where seniors represent a substantial segment of consumers with considerable purchasing power. Meanwhile, Generation Z, though not yet affluent, wield considerable influence through numbers and heightened focus on values. Additionally, climate change now becomes a critical concern for consumers centred on health and wellbeing.

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Consumer Trends Cities Households

How Tech Integration Continues to Reshape the Consumer Journey

Nearly every consumer journey now involves a digital component, whether during the search phase or the final transaction. As technology continues to advance, including the implementation of generative AI in retail, consumers' expectations for their online experience have also evolved. The way consumers behave online and what they expect from retailers are transforming as a result. In response, retailers are adapting to these changes by enhancing the online experience using generative AI solutions, AR/VR activities, social media engagement, and other innovative approaches.

Digital Retail and E-Commerce

Fastest-Growing Cities in Asia Pacific Offer Strategic Business Opportunities

Global urbanisation is set to maintain momentum over the next decade, with cities in emerging Asia driving urban population and economic growth. A rapidly expanding middle class and rising consumer aspirations for improved lifestyles present lucrative opportunities for businesses to capitalise on. To thrive in these dynamic markets, companies must prioritise understanding shifting demands and tailor their products and services to effectively meet the needs of a diverse consumer base.

Economies Consumer Trends

Unlocking Three Types of Consumers to Drive Brand Engagement

Segmenting your consumers is crucial for effectively targeting the right audience. Join our experts to learn how to connect with your customers more deeply or expand your audience. In this discussion, you’ll hear about three consumer types—Wellness Enthusiasts, Brand Champions and Connected Shoppers—and the factors influencing their purchasing decisions, so you can cater to their preferences.

Consumer Trends Digital

How Tech Integration Continues to Reshape the Consumer Journey

Nearly every consumer journey now involves a digital component, whether during the search phase or the final transaction. As technology continues to advance, including the implementation of generative AI in retail, consumers' expectations for their online experience have also evolved. The way consumers behave online and what they expect from retailers are transforming as a result. In response, retailers are adapting to these changes by enhancing the online experience using generative AI solutions, AR/VR activities, social media engagement, and other innovative approaches.

Digital Retail and E-Commerce

Fastest-Growing Cities in Asia Pacific Offer Strategic Business Opportunities

Global urbanisation is set to maintain momentum over the next decade, with cities in emerging Asia driving urban population and economic growth. A rapidly expanding middle class and rising consumer aspirations for improved lifestyles present lucrative opportunities for businesses to capitalise on. To thrive in these dynamic markets, companies must prioritise understanding shifting demands and tailor their products and services to effectively meet the needs of a diverse consumer base.

Economies Consumer Trends

Top Five Global Population Trends

Ageing, urbanisation and health concerns are significant factors shaping global population trends. As populations age, we witness a rise in “super-aged” countries where seniors represent a substantial segment of consumers with considerable purchasing power. Meanwhile, Generation Z, though not yet affluent, wield considerable influence through numbers and heightened focus on values. Additionally, climate change now becomes a critical concern for consumers centred on health and wellbeing.

Consumer Trends Cities

ChocoTec 2024

CHOCO TEC is the industry congress for the chocolate industry. As a source of inspiration for new product ideas and processes the event will help you to find out about new trends and market developments and to expand your expertise.

Consumer Trends Nutrition

Unlocking Three Types of Consumers to Drive Brand Engagement

Segmenting your consumers is crucial for effectively targeting the right audience. Join our experts to learn how to connect with your customers more deeply or expand your audience. In this discussion, you’ll hear about three consumer types—Wellness Enthusiasts, Brand Champions and Connected Shoppers—and the factors influencing their purchasing decisions, so you can cater to their preferences.

Consumer Trends Digital
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Grow your reach by understanding consumers in different markets

 

Our research allows you to build tailored consumer profiles for each country through the lens of age, household types, income and expenditure patterns.

Assess different consumer segments across demographics and economic indicators to help tailor products and marketing for different consumer needs and spending behaviours.

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  • 40+ years of historic data and forecasts to 2040
  • Number of households
  • Possession of household durable goods
  • Households by number of children
  • Households by number of rooms
  • Analysis of changing family structures
  • House prices
  • Over 200 countries and regional aggregates researched
  • Household reports for 103 countries
Product adaptation

Align products with family size shifts; address changing consumer demands; innovate to stay competitive

Market prioritisation

Spot growth potential; target emerging consumer segments

Demographics analysis

Build detailed demographic profiles; enhance client marketing strategies

  • 40+ years of historic data and forecasts to 2040
  • Over 200 countries and regional aggregates researched
  • Income and wealth distribution model
  • Consumer expenditure by category, age, economic status and type of household
  • Analysis of country and global consumption patterns
  • Income and expenditure reports for 103 countries
Customer engagement

Strategy development; youth engagement; brand loyalty enhancement

Personalised strategies

Income segmentation; market prioritisation; customised marketing

Pricing models

Revenue optimisation; competitive positioning; profitability improvement

  • Behaviours, attitudes and opinions of consumers
  • How people live and the factors influencing lifestyle choices
  • Eating, drinking and spending preferences
  • Identify and quantify megatrends
  • 40 countries researched
Consumer profiling

Consumer type analysis; key demographic identification; customised marketing strategies

Lifestyle analysis

Global, regional and national lifestyle trend evaluation; consumer behaviour examination; product development insights

Channel preferences

Channel preference identification; shopping motivation exploration; distribution strategy optimisation

  • 40+ years of historic data and forecasts to 2040
  • Over 200 countries and regional aggregates researched
  • Population by single-year age groups
  • Population by gender
  • Health of populations, including life expectancy and obesity
  • Net migration
  • Future demographics model and reports for 103 countries
  • Analysis of why regional and country demographics are changing
Demographic insights

Unbanked population analysis; financial access evaluation; consumer behaviour understanding

Market viability

Market sizing; feasibility evaluation

Product assessment

Product potential analysis; growth opportunity identification; market trend analysis

Questions we help answer

Our Passport income and wealth distribution model allows you to analyse and compare a variety of trends and their impact across countries. For more custom research on how these factors will directly impact your industry, business and target consumer segment, our consulting team is ready to help.

Euromonitor’s market research reports are an excellent starting point to understand how consumer behaviours alter according to regions and countries. For more detailed data analytics and insights, combined with the ability to directly access consumer survey data, Passport is the resource you need.

Euromonitor’s market research reports are an excellent starting point to understand which demographic shift are taking place and how they will impact different aspects of life. For more detailed data analytics and insights around how these changes will affect specific economies, governments and consumer markets, Passport is the resource you need.  

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Explore our latest reports from leading experts in the consumer sector

EUR 1,375

Voice of the Consumer: Cannabis Survey 2022

The cannabis industry has been evolving in distinct paces around the world, with different dynamics across the CBD, medical and adult-use segments. In such context, it is vital to understand the current and potential consumers in more depth. This briefing analyzes the consumption patterns, preferences, occasions, drivers, perceptions, opinions and attitudes around cannabis, across different users, countries and regions.

Cannabis World
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EUR 1,025

World in 2040: The Future Demographic

Positive natural change will drive overall population growth across 2021-2040. Ageing is a key global trend, influenced by rising life expectancy and declining birth rates. The population aged 65+ will continue to expand, impacting global trends. Health risks include rising levels of obesity and diabetes, while access to adequate nutrition and sanitation continues to challenge some regions. Rising urbanisation will pressure infrastructure, challenging cities to offer adequate housing in 2040.

Population Consumers
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EUR 1,375

Affordability, Value, and the Cost of Living: Beyond Price Tags in Consumer Goods

After decades of low inflation, consumers are grappling with rising living costs, prompting shifts in priorities and preferences. This report delves into four major consumer goods industries – apparel, beauty and personal care, drinks, and food – to unpack the nuances of “affordability and value” across product categories. The varied perspectives empower companies to refine strategies and thrive in the new reality where consumers feel the squeeze but remain discerning.

Apparel and Footwear Beauty and Personal Care
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EUR 325

Households: Iraq

The number of households is set to increase moderately, while the average household size will shrink in Iraq over 2023-2028. Couples with children will remain the dominant household type but the fastest household expenditure growth is forecast to be recorded by single person households. In addition, the share of households living in urban areas is projected to expand to 74.2% by 2028.

Iraq Households
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EUR 1,375

Brazil: Consumer Profile

Brazil’s population is projected to maintain a solid growth rate despite slightly contracting birth rates, largely thanks to rising life expectancy. While childless families will become more popular among Brazilians, households with children will remain predominant in the country. The cost-of-living crisis has hit the slowly growing middle class, clouting its development, while high income inequality leaves the bottom of the pyramid vulnerable.

Brazil Households
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EUR 325

Households: United Arab Emirates

The number of households is set to increase moderately in the United Arab Emirates over 2022-2027, with couples with children remaining the dominant household type. In 2022, inflation at 5% elevated living costs, impacting household spending. The most rapid expenditure growth is anticipated among other (extended) households. Meanwhile, the UAE's urbanisation has peaked, resulting in higher urban household incomes.

United Arab Emirates Households
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EUR 325

Income and Expenditure: Indonesia

In 2023, Indonesia saw a 4.7% increase in per capita disposable income, driven by strong economic growth, lower unemployment and improved labour productivity. However, income inequality remained a major issue, with the top 10% of households earning 30% of the country's total disposable income. Looking ahead, despite projected growth in disposable income, income distribution is expected to remain uneven, with wealth concentrated among a small segment of the population.

Indonesia Income and Expenditure
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EUR 325

Income and Expenditure: Saudi Arabia

In 2023, Saudi Arabia saw a significant increase in per capita disposable income levels in real terms, supported by a decrease in unemployment and expansion of the non-oil private sector. However, income inequality and poverty issues persisted, with wealth concentrated in major cities and among a small segment of the population. Looking ahead, the consumer market is predicted to expand, driven by rising disposable incomes and expenditure.

Saudi Arabia Income and Expenditure
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EUR 325

Income and Expenditure: The Philippines

In 2023, the Philippines ranked 13th among Asia Pacific countries in terms of average gross income, and saw a 3.7% rise in per capita disposable income over the year. Growth in incomes was supported by a lower unemployment rate and an increase in labour productivity. Furthermore, projections for 2023-2028 indicate a 28.4% increase in per capita disposable income. Social progress is anticipated to continue in the country, reducing the income distribution gap.

Philippines Income and Expenditure
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EUR 1,375

Megatrends in the US

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.

USA Lifestyles
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