November 11, 2024 – When looking at global consumer insights, it is important to use consumer trends research to evaluate consumer habits and attitudes globally. Inferences can be drawn, and predictions can be made from the results of consumer research.
Consumers Choose Healthy Lifestyles
Consumers globally care about personal health. A majority of those polled in a recent consumer trends research describe themselves as proactive about health. Global consumer insights show that consumers are becoming more self-sufficient and report that they’ve taken action for their health in a recent 12-month period.
Consumers were asked why they take action to live more healthily. The top answers are to feel well and to age well. When asked how they work to improve their physical and mental health, consumers placed exercise, sleep and diet at the top of the list. Another sign of consumer movement toward healthy living is that greater numbers of consumers globally report that they are taking action toward both physical and mental health.
Consumers Adopt Activity and Diet Strategies
Consumer insights display that most consumers globally express a preference for light outdoor activities that they can do every day or building more activity into their daily routine, for example, choosing walking over driving. Low numbers of consumers describe themselves as extremely active.
Their diet actions are moderate also. Consumer insights show that they eat fresh and eat less. Consumers also associate natural choices with health and wellness.
Consumers Care About the Environment
About three in five consumers describe themselves as at least somewhat engaged in action on the environment. A smaller proportion say they notice label information regarding the environment. A majority of consumers – up to two-thirds – would pay more for products that address the environment and nearly all consumers surveyed globally acted to help the environment in the past year. Consumer insights show that reducing food waste is the top action, followed by recycling.
Claims and Ethics are Considered
Consumers are influenced by packaging claims. They also care about waste and pollution. These resonate more with consumers than claims about sustainability or the climate. However, many consumers do not trust packaging claims about the environment.
When consumers try to shop ethically, they look for local sourcing first. Fair trade and animal welfare are lesser priorities.
Consumers Are Socially Active at and Away from Home
A solid proportion of participants in consumer trends research say that they are moderately or very socially active. Still, some consumers say that are not very active socially. Home and outdoors have become important venues for socializing while bars and pubs are less important.
Consumers Seek Treats
Consumers globally treat themselves with everyday moments of happiness and also food and beverage treats. Simple pleasures include spending time with family and friends or relaxing. Food and beverage treats should provide an emotional boost and an enjoyable experience. Consumer insights display that consumers also are planning for bigger experiences and events because they are more positive about their finances.
Convenience Plus Cooking from Scratch
Consumer insights reveal that globally cooking from scratch is the most important way to prepare meals. Also, some use convenience foods once a week or more. When Innova asked consumers how they define convenience, some said ready-to-eat meals and foods, some said customizable items, and a smaller number said meal kits.
Consumers Snack at Least Once Daily
Over two-thirds of consumers globally report snacking at least once a day. Because every food group includes snack foods, consumers choose snacks based on whether they need a sweet treat, protein, energy, or nutrition.
Dining Out and Ordering In
Similar proportions of consumers – about one-third – dine out and order food for delivery at least once a week. They expect quality. Some consumers say they have cut back because of personal finances.
Consumers Shop for Groceries
Consumer insights show that over half of consumers go to the store for groceries up to several times per week. Some consumers report visiting the grocery store every day. Globally, consumers do not shop online for groceries as often and some don’t grocery shop online at all. Also, the trend appear to be moving away from online shopping and toward shopping in grocery stores.
Consumers are attracted to physical stores for different reasons. These include enjoyment, selection, convenience, and quality.
The Digital Revolution Impacts Consumers
Advances in technology both give consumers more control of their lives and make them feel less in control. Consumer insights display that they use online and digital tools for health planning and websites to learn about ingredients. Cooking inspiration comes from family and friends and social media, followed by videos and recipe books.
Foodservice is using technology for contactless payment, QR menus, and self-service ordering. Grocery stores are experimenting with self-service checkouts and checkout-free formats.
What’s Next in Global Consumer Insights?
Consumers are increasingly blending scratch cooking with convenience, not just alternating between home-cooked meals and ready-made options but often combining them in the same dish. Customizable meal kits and convenience solutions that still require some personal touch are becoming popular, allowing consumers to enjoy the satisfaction of cooking while saving time. Brands have an opportunity to expand offerings with more halfway options that balance convenience with creativity.
At the same time, digital technologies are playing a growing role in healthy living, home cooking, and food sourcing. 1 in 5 consumers now feels more in control of their lives due to advancements in tech. As AI continues to evolve, it is set to revolutionize everyday tasks. Brands can explore ways to integrate digital solutions into daily life, making it easier for consumers to manage health, food, and cooking with seamless convenience.
This article is based on Innova’s Now & Next in Consumer Lifestyle Choices – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
