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: IGD unveils five global retail trends for 2022...
28.01.2022   #retail #coronavirus

IGD unveils five global retail trends for 2022

Global insight provider IGD has published its predictions for the global retail trends that are set to shape the international food and consumer goods industry in 2022

The new report outlines five key trends to help retailers and suppliers navigate the ongoing challenges brought about by COVID-19 and plan for the year ahead.Toby Pickard, Head of Innovation and Future Retail Insight at IGD, said: "2021 was a ...

Thumbnail-Photo: Top 500 European cross-border online shops
06.04.2022   #online trading #e-commerce

Top 500 European cross-border online shops

4th edition of the annual ranking by Cross-Border Commerce Europe

Cross-Border Commerce Europe, the platform that stimulates cross-border e-commerce in Europe, releases a major research paper covering and ranking the 500 strongest European players with a focus on cross-border performance.The total online EU ...

Thumbnail-Photo: Cross-border e-commerce to exceed $2 trillion for first time in 2023...
14.04.2022   #e-commerce #payment systems

Cross-border e-commerce to exceed $2 trillion for first time in 2023

Juniper Research: Cross-border e-commerce to account for 38% of all e-commerce transactions globally by value in 2023

A new study from Juniper Research has found that the value of cross-border e-commerce will exceed $2.1 trillion in 2023, from $1.9 trillion in 2022. This growth of over 13% in a single year reflects the increasing success of marketplaces which offer ...

Thumbnail-Photo: 4 ways to make your sales team more productive in 2022...
08.02.2022   #marketing #sales promotion

4 ways to make your sales team more productive in 2022

Tech evaluation and employee feedback among them

A 2018 report stated that more than 50% of salespeople fail to meet their quota. And this figure increased in 2020, as companies had to rethink their strategies due to the COVID-19 pandemic. Additionally, businesses these days have to keep up with ...

Thumbnail-Photo: New shoppable video feature to tap into growing demand for immersive...
28.02.2022   #online trading #e-commerce

New shoppable video feature to tap into growing demand for immersive content

Wish Clips is the first of many new features that will be rolled out this year

ContextLogic Inc., known as Wish, one of the world’s largest mobile e-commerce platforms, today announced the roll out of Wish Clips - a new shoppable video feature that is designed to greatly enhance the customer ...

Thumbnail-Photo: White Label World Expo
26.01.2022   #online trading #e-commerce

White Label World Expo

2nd & 3rd March 2022 - ExCeL London

White Label World Expo UK is right around the corner! Join us at the UK’s largest event for professional online sellers to meet cutting edge white label goods suppliers!The show is returning to the ExCeL Centre in London on 2nd & 3rd March ...

Thumbnail-Photo: NRF 2022 – Retails Big Show
05.01.2022   #brick and mortar retail #retail

NRF 2022 – Retail's Big Show

16.01.-18.01.2022 | Javits Convention Center, NYC

See the next big thing before it's big! With 700+ exhibitors and 100+ sessions, the NRF 2022 – Retail's Big Show is where the retail community goes to get inspired to get going.On January 16-18, 2022, discover innovative technologies, ...

Thumbnail-Photo: Lowes reimagines DIY learning and shopping experiences...
08.03.2022   #digital marketing #online marketing

Lowe's reimagines DIY learning and shopping experiences

Launch of shoppable learning platform DIY-U with in-store workshops and livestreams

Homeowners continue to invest in home improvement, and with millennials driving homeownership rates, there's a new generation of DIYers seeking a transformation in how-to learning and experiences. To engage this new wave of home improvers, ...

Thumbnail-Photo: Bricks beat Clicks on Google as Walmart, Nordstrom and BestBuy make...
11.02.2022   #online trading #e-commerce

'Bricks beat Clicks' on Google as Walmart, Nordstrom and BestBuy make search visibility gains

Brick-and-mortar retailers dominate Searchmetrics’ top 10 eCommerce winners

Traditional big box retailers and department store brands with brick-and-mortar locations dominate the list of top ten eCommerce websites with the biggest gains in google.com search performance in 2021, new research finds.While apple.com enjoyed the ...

Thumbnail-Photo: 4 tips for improving retail customer experience...
12.04.2022   #customer satisfaction #Tech in Retail

4 tips for improving retail customer experience

Customer experience can make or break a retail business, so it's vital to get it right

In the retail industry, customer experience is one of the most critical elements for success. It serves as the foundation for customer loyalty, repeat business, and word-of-mouth referrals. In other words, an excellent customer experience is what ...

Supplier

Canto GmbH
Canto GmbH
Lietzenburger Str. 46
10789 Berlin