1. TOP TEN CONSUMER TRENDS FOR 2013
COUNTRIES & CONSUMERS
DAPHNE KASRIEL-ALEXANDER
CONSUMERS EDITOR

2. 1. SPENDING ON CONVENIENCE NUDGING INTO
THE QUEST FOR VALUE
2. CROWDED HOUSE REDUX
3. DOWNTIME DECODED
4. FOOD – MORE THAN A LIFE STAPLE
5. GENDERED CONSUMPTION RIP?
6. LOCAL LOVE
7. OLDER AND OFF TO WORK AND TRAIN
8. PARENTING LIFESTYLES
9. SHOPPING LIKE IT’S THE FUTURE
10. THE ROLL CALL OF CONSUMER CONCERNS

3. TOP 10 CONSUMER TRENDS FOR 2013 3
1. SPENDING ON CONVENIENCE NUDGING INTO THE QUEST
FOR VALUE
The recessionary consumer’s dislike of paying for convenience is
softening. Consumers are tempted by bite-sized brand offerings aimed
at emerging and now developed market shoppers and greater novelty
and superior niche services. Consumer reviews also cut the risk of
trying something new.
© Euromonitor International

4. TOP TEN CONSUMER TRENDS FOR 2013 4
2. CROWDED HOUSE REDUX
Multigenerational and
other combined living
arrangements are leading
to shifting consumption
patterns as the ‘floating
generation’ stay or return
home to economise while
peers and even separated
couples are forced to
cohabit.
© Euromonitor International

5. TOP TEN CONSUMER TRENDS FOR 2013 5
3. DOWNTIME DECODED
Digital life is making ‘leisure’ harder to
define and even as ‘digital detox’
periods are shared digitally,
holidaymakers are ‘smoasting’ – using
social networking to boast about their
holiday fun. Meanwhile health-
conscious consumers are working hard
to stay fit.
© Euromonitor International

6. TOP TEN CONSUMER TRENDS FOR 2013 6
4. FOOD – MORE THAN A LIFE STAPLE
Food is now celebrated,
avoided, greener,
healthier, grown in
more urban spaces and
hopefully safer.
© Euromonitor International

7. TOP TEN CONSUMER TRENDS FOR 2013 7
5. GENDERED CONSUMPTION RIP?
Gender-specific consumption and outlooks may be fading –
apparent in everything from unisex tech preferences, to new
gaming audiences and traditionally female behaviour feted in
business situations.
© Euromonitor International

8. TOP TEN CONSUMER TRENDS FOR 2013 8
6. LOCAL LOVE
Things local are capturing the
consumer imagination as more
prosocial consumers (those who care
about others and society as a whole)
reject ‘burbiness’ (a term that reflects
commercialism and the prevalence of
chain stores) and global brands court
local cultural relevance and tastes.
© Euromonitor International

9. TOP TEN CONSUMER TRENDS FOR 2013 9
7. OLDER AND OFF TO WORK AND TRAIN
More tech-savvy, active and
image-conscious older consumers
need and want to work and spend
comfortably for longer as more
governments and firms are
raising or abolishing retirement
thresholds.
© Euromonitor International

10. TOP TEN CONSUMER TRENDS FOR 2013 10
8. PARENTING LIFESTYLES
Parents buying to suit themselves
and tomorrow’s generation -
including ‘shopturnals’, yummy
mummies, parents befriending
their teens online, stay-at-home
dads, ‘tiger mothers’, ‘idle
parents’, parent bloggers and
gifts in lieu of time spent with
kids.
© Euromonitor International

11. TOP TEN CONSUMER TRENDS FOR 2013 11
9. SHOPPING LIKE IT’S THE FUTURE
New tech-driven shopping culture reveals generational faultlines.
Brands are focusing on interpreting consumer lifestyles to reach
out to customers warming to innovation. ‘Showrooming’,
gamification, Facebook’s piloted ‘want’ button and in-store digital
information offerings are all part of this trend.
© Euromonitor International

12. TOP TEN CONSUMER TRENDS FOR 2013 12
10. THE ROLL CALL OF CONSUMER CONCERNS
A catalogue of often-disparate
concerns preoccupies swelling
consumer segments. These include
bigger peoples’ needs, long tail via the
net, the quest for simplicity and the
grasp of consumer data as an asset to
brands. There are even havens for
smokers.
© Euromonitor International

13. THANK YOU FOR READING
For further information please contact Daphne Kasriel-Alexander
Consumers Editor at Euromonitor International
daphne.kasriel@euromonitor.com