Consumer Trends for 2019
Anti-aging, cruelty-free and DIY top the list for health and beauty….
Market research provider Euromonitor International
launched its latest annual report on the Top 10 Global
Consumer Trends for 2019, revealing this year’s emerging
trends that provide insights into consumers’ changing values and
explores how their behavior is disrupting business globally.
Key insights about the global consumer trends focused on
beauty and health include:
Age Agnostic: The boundaries of old age are shifting as people
live longer and take better care of their health, appearance and
well-being. There is a move toward an age-agnostic era for consumers
and manufacturer. Other service providers must acknowledge it
and make their products more universal and welcoming.
“It is less about conceptualizing consumers in obvious ways but
rather embracing the openness of accepting everyone in creating
universal design across generations,” commented Zandi Bremner,
Head of Client Innovation at Euromonitor International.
“Businesses should address the aging demographic in subtle and
nuanced approaches, moving away from sub-segmenting consumers
and marketing to them as old. For example, health care and
holistic products and digital apps to monitor activity and diet are
age neutral,” she continued.
“It is about taking care of oneself and focusing on prevention
and enjoyment of life. The mental, spiritual and physical balances
are priorities for older people and Millennials.”
Back to the Basics for Status: As everyday life is becoming
even more hectic, consumers’ desire for simplicity is expected to
progress within beauty. Almost half of consumers globally claim
to use Do-It-Yourself (DIY) beauty products at least once a month.
Demand for products that use natural ingredients has also been
rising, as 29% of consumers are looking for all-natural ingredients
in skin care products, while ingredient transparency is sought by
19% of consumers.
“The I Can Look After Myself in beauty reflects not only consumers’
desire for customization and personalization, but also of a
wish to take back control over what we eat, drink and put on our
skin,” said Gina Westbrook, Director of Consumer Trends at
Euromonitor.
“This is partly in response to recent controversies relating to
both undesired ingredients in food and other products and the
desire for simplicity, ensuring that only the essential ingredients
are kept, with everything else stripped out.”
Conscious Consumers: Animal welfare is at the focus of this
trend. Consumers not only want to eat less meat and use dairy
alternatives, they choose clothes that are leather- and fur-free and
use non-animal-derived ingredients in beauty and personal care
products. For example, for more than 20% of Euromonitor’s
Beauty Survey respondents, the product feature “not tested on animals,
cruelty-free and /or 100% vegan” influenced their purchasing
choice in color cosmetics.
“The quest for improved transparency
and purpose is forcing beauty companies to cater to a more
ingredient-savvy consumer who wants to stand out through their
product choices and the causes they believe in,” commented Irina
Barbalova, Global Lead, Health & Beauty, Euromonitor.
“It is about taking care of oneself and focusing
on prevention and enjoyment of life. The mental,
spiritual and physical balances are priorities
for older people and Millennials. . .”
Continued on next page
March 2019 Spray 45