News • 15.01.2022

Mintel announces global consumer trends for 2022

Mintel has today announced three trends set to impact global consumer markets in 2022

A cloth bag with a sign 2022
Source: kronemberger / Unsplash

From technology that predicts the success of potential romances to brands tackling COVID-19 ‘survivor’s guilt’ and eco-anxiety.

This year’s trends include:

  • In control: In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information and options that consumers need to feel like they’re in the driver’s seat.  
  • Enjoyment everywhere: Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the ‘real’, physical world. 
  • Ethics check: While many brands have made their voices heard on controversial topics, consumers want to see measurable progress against their goals.

Action-oriented insights, expert recommendations

Simon Moriarty, Director of Mintel Trends, EMEA, comments on how the trends were developed, as well as how they will impact markets, brands, and consumers in 2022 and beyond:

“As experts in what consumers want and why, we’re best suited to accurately predict the future of consumer behaviour and what that means for brands. In 2019, we took a bold, new approach to predict the future of global consumer markets and expanded our outlook to 10 years. Mintel’s 2030 Global Consumer Trends – known as the seven Mintel Trend Drivers – were developed as a living, growing prediction model that will adapt to the unforeseen. As the COVID-19 pandemic unfolded, impacting nearly every industry worldwide, our consumer expertise and prediction model meant we were well placed to analyse how it would impact markets. Not only did our 2030 predictions hold true, but the pandemic accelerated many of the shifts we foresaw.

Looking ahead to 2022, our trend analysis and prediction research are grounded by observations of the seven Trend Drivers over the last 18 months and backed by Mintel’s robust consumer and market data, predictive analytics, action-oriented insights and expert recommendations. We put everything into context to better understand what it means for—and how it could inspire—our clients’ business decisions across industries, categories and demographics, and amid global themes and times of uncertainty.”

In control

“Feelings of precariousness and financial insecurity both created,and exaggerated, by the pandemic mean that consumers are looking for a sense of control over every aspect of their lives. But misinformation is making it harder to carry out the necessary research to make informed decisions. Consumers need clarity, transparency, flexibility and options to make decisions that suit their individual changing needs and circumstances.

“Brands will need to work harder to deliver reliable information and balance censorship and authenticity. The race for the fastest delivery will evolve to focus on being more flexible, giving consumers more control over when products arrive to fit around their schedules or to match their other specific needs. Consumers’ desire to know potential outcomes will manifest in the development of predictive technologies that can anticipate adverse events. From diseases to likely death dates to relationship outcomes using compatibility profiles, technology will evolve to grant consumers the power to plan with peace of mind.”

Enjoyment everywhere

“Consumers are seeking sources of joy as the continuing pandemic and other local and global crises have caused them anxiety and stress. Many may be feeling a kind of ‘survivor’s guilt’ and, as a result, brands are recognising the importance of uplifting people by giving them permission to feel happiness once again.

“While the stress caused by the pandemic may no longer be central to consumer needs for fun and escapism, they will continue to seek enjoyment and playfulness. As brand interactions through campaigns, apps and transactions take on more and more gamified elements in response to consumer interest, expect to also see pushback against it and the instant gratification it offers. This tendency will rise from consumers taking a more mindful approach to pleasure and enjoyment.”

Ethics check

“Consumer demand for, and expectations of, brands’ ethical commitments are evolving. They have moved beyond simply wanting brands to ‘be ethical’ and are demanding to see measurable, transparent and consistent actions from those they choose to support. Consumers will look beyond a brand’s achievements and strengths; businesses will need to be transparent about their weaknesses, too, where and why they fail and how they plan to address these issues in future.

“All the transparency in the world doesn’t necessarily help consumers to understand the impact of a brand, which is why it’s key to use metrics that accurately reflect the problems brands are trying to solve. If a company isn’t properly measuring what they aim to fix or change, it’s difficult to determine whether progress is being made, let alone communicate that progress in a way that consumers will understand.” concluded Simon.

Source: Mintel

related articles:

popular articles:

Thumbnail-Photo: EuroShop 2023 – Prime time event of the global retail industry...
06.09.2022   #retail #digitization

EuroShop 2023 – Prime time event of the global retail industry

Hot topics that move retail now and in the future – from 26 February to 2 March 2023

Despite a turbulent climate EuroShop 2020 proved a resounding success. 94,339 visitors from 142 countries travelled to the Rhine to learn from 2,287 exhibitors from 56 nations about all aspects, innovations and trends in the global retail world. And ...

Thumbnail-Photo: #DWMF Europe for top-level digital marketing insights...
09.08.2022   #digital marketing #event

#DWMF Europe for top-level digital marketing insights

DMWF Europe at the RAI in Amsterdam on 21-22 November

DMWF Europe returns to the RAI, Amsterdam on 21-22 November, for a must-see hybrid conference and exhibition bringing together the brightest minds in digital marketing. It’s three days of top-level strategic content, digital marketing ...

Thumbnail-Photo: Survey: Most consumers say they buy based on experience vs. price...
08.08.2022   #customer satisfaction #customer analysis

Survey: Most consumers say they buy based on experience vs. price

99% also said they regularly shop online while 97% have purchased through social media

Bazaarvoice has released its latest research, based on a survey of more than 10,000 global shoppers. The report reiterates the importance of engaging shopping experiences and proves that ‘online shopper’ may in the future become a ...

Thumbnail-Photo: First Refill Station at Tops market Westgate...
05.08.2022   #brick and mortar retail #sustainability

First "Refill Station" at Tops market Westgate

Tops highlights its sustainability store concept by partnering with Unilever Thailand and SCGC

Today, the world has more plastic waste than it can handle, partly because we are used to the convenience that plastic brings, but do not manage plastic waste properly. Most of the plastic waste is single-use plastic and more and more ends up in ...

Thumbnail-Photo: How convenience stores can drive shopper loyalty in 2022...
08.09.2022   #customer satisfaction #app

How convenience stores can drive shopper loyalty in 2022

Convenience, prices, loyalty programs – how to retain customers

According to this year’s Convenience Store Trends Report from Intouch Insight Ltd., convenience does not trump brand loyalty for today’s consumers. For example, when it comes to their cup of joe, 70% of shoppers would seek out their ...

Thumbnail-Photo: Is German e-commerce in good shape before the recession?...
14.09.2022   #online trading #e-commerce

Is German e-commerce in good shape before the recession?

Feed Marketing Report 2022 confirms good prospects for German retail even in difficult times

According to the freshly released Feed Marketing Report 2022, German online stores have a very strong stand in multichannel presence, with retailers advertising across 3.6 channels on average, compared to the global benchmark of 3.2. And against ...

Thumbnail-Photo: Are regular stores a thing of the past?
28.09.2022   #online trading #e-commerce

Are regular stores a thing of the past?

GlobalData: Online shopping trend to completely change how we shop at physical stores by 2030

People love the convenience of shopping online, and experts at GlobalData believe that, by 2030, this will have an even greater impact on the high street than we see today. ...

Thumbnail-Photo: In-store marketing: The salt in the soup of sales promotion...
01.07.2022   #e-commerce #sustainability

In-store marketing: The salt in the soup of sales promotion

How to positively influence the shopping experience of your clientele

Soft music in the background, delicious scent, pleasant lighting – Sounds like dinner at your favorite restaurant? Almost. Because atmospheric design elements are also important ingredients for the perfect in-store shopping experience in ...

Thumbnail-Photo: SALTO receives a Silver rating in the EcoVadis evaluation ranking...
20.06.2022   #sustainability #award

SALTO receives a Silver rating in the EcoVadis evaluation ranking

Innovation as a response to social and environmental challenges

EcoVadis has ranked SALTO Systems in the top 25% of companies with the best performance in terms of sustainability policies. The recognition gives SALTO a SILVER classification in the EcoVadis global evaluation program.The award is the fourth ...

Thumbnail-Photo: Challenges in multichannel marketing
17.06.2022   #online trading #e-commerce

Challenges in multichannel marketing

3 major retail trends that will force change in your content creation processes

The demands on retail creative production are huge. From web to print, PoS to packaging, social to paid advertising, and more, there are endless pieces of visual content needed to power a large, multi-channel retail brand.Plus, nobody is unaware of ...

Supplier

EuroShop
EuroShop
Stockumer Kirchstraße 61
40474 Düsseldorf
SALTO Systems GmbH
SALTO Systems GmbH
Schwelmer Str. 245
42389 Wuppertal
Canto GmbH
Canto GmbH
Lietzenburger Str. 46
10789 Berlin
iXtenso - retail trends
iXtenso - retail trends
Celsiusstraße 43
53125 Bonn
Chili publish NV
Chili publish NV
Neue Schönhauserstraße 3-5
10178 Berlin