Despite the difficult market conditions inflicted by COVID-19, we remain optimistic about the long-term prospects of the foodservice industry. In the meantime, companies that sell products ranging from performance wear to connected devices should promote complementary purchases that can aid the home fitness experience. For instance, nutrition took a back seat during the 2020 COVID-19 period, because consumers were reprioritizing; planning for health became more of luxury for many. However, the COVID-19 pandemic has caused a decline in balanced dining, with more consumers … have It all rests on engagement,” said Video Games Analyst Mat Piscatella. Trends defining the direction of the consumer products industry Our retail tracking data shows outdoor equipment sales surged in the second half of 2020 as consumers sought activities that allowed for social distancing. Download the Marketing with Purpose playbook to get actionable tactics to start your inclusive advertising journey today. Omnichannel Tracking, Consumer People have really missed live events, and their desire to get back out has intensified in the last six months. Jobs, Financial Americas, Europe, and Asia-Pacific, we help you measure, predict, and improve As a result, sales of productivity-related items like mice (+53%), keyboards (+68%), monitors (+90%) surged in the 6 months ending November 2020 compared to the same period in 2019. our The equipment consumers recently purchased won’t need to be replaced any time soon. At the time of writing, twenty-five million people have been infected and you can count the number of COVID-19-free countries on one hand. Thus, businesses need to put in place policies that could make customers safe to shop with them. “In 2020, video games was one of the most consistent growth categories in terms of overall participation and investment relative to 2019. Euromonitor International is the leading provider of strategic market research reports. By checking this box I agree to receive … Supplies, Careers at In the early weeks of social distancing, it was expected that older shoppers would flock to e-commerce. IS THIS A PERSONAL OR BUSINESS EMAIL ADDRESS? Trend No. State of the US consumer: March 2021 Consumer anxiety has fallen due to rising vaccinations and fewer virus cases Vaccines have US consumers feeling less anxious about the pandemic—and less focused on stocking up on groceries and household goods. across all channels. The account you signed in with isn't associated with Microsoft Advertising account. Entertainment, Office Total time spent gaming increased 26% and total spend increased 33%. Once consumers feel more comfortable returning to their pre-pandemic shopping behaviors, it will be important to monitor the degree to which digital ordering on the dot-coms of traditional retailers and brands (via DTC) continues. This proved prescient given the need for the safety and convenience of online shopping when COVID-19 precautions hit. This will help the industry weather the storm and cultivate loyalty. Our new 2021 forecasts are embedded within Mintel’s 7 Trend Drivers: Wellbeing, Rights, Value, Identity, Experiences, Surroundings, and Technology. offices across 30 cities. We With so many unknowns, this list is not meant to be comprehensive, nor is it meant to remain static throughout the entire year. Technology, Connected Americas Contact our New York office Email +1 (646) 762-2995. While increased digital ordering is bound to stick, we expect changes in the types of food ordered. To make it easier to digest, we took a deep-dive into five business verticals — Retail, Health & Wellness, Travel, Technology and Financial Services — to help you, our customers, leverage insights from the specific business segment you operate in. performance across all channels, including brick-and-mortar and e-commerce. We may see strong demand for categories that have been less in demand, such as apparel, beauty, and footwear, as consumers look to refresh their wardrobes. There’s no place like home. Free Trends; Platform; Bespoke; Academy; About; Contact Us; Log in; Get in touch! FIRST NAME. Econometrics is the application of statistical methods to economic data to give empirical context to economic relationships. I will receive information, tips, and offers about Microsoft Advertising. The findings of our study look to uncover how the COVID-19 pandemic has shifted consumer behavior, how we can activate on these trends going forward, and the direct implications on the digital media landscape. Here are 9 emerging trends in consumer behaviour for 2020-2021 ... Today the world is still fighting the coronavirus pandemic with serious consequences for every one of us. operations spanning the Americas, Europe, and APAC. improve Still, it will be important to follow the long-term implications of older consumers adopting e-commerce and monitor the extent to which online shopping displaces in-store shopping for this group. Gleaned from millions of data points across more than 300,000 American households, the report captures an evolving snapshot of consumer sentiment, both before and after the pandemic caused the country to pivot in ways we didn’t think were possible. The answers to these questions will set the tone for future retail trends in 2021 and beyond. Retail Trend #1: Social Commerce. Consumer Trends 2021 Introduction Driven by the digital revolution, the retail industry is going through a transformation – one that has completely altered the shopping experience for the modern consumer. NPD, Summer EMAIL ADDRESS. PR professionals must take these trends into consideration as they continue to navigate COVID-19 and begin crafting their strategies for 2021. performance across all channels, including brick-and-mortar and e-commerce. Travel: Fear of missing out conflicts with responsibility. Connect with us at one of We’ve crunched the latest numbers and plucked out the trends that matter. And it looks like there are stores that have risen to the occasion. See key findings here and download the free full report for detailed insights. Since restrictions began, 34% of consumers reported using a BOPUS option; 31% said they used a curbside pick-up option, our November 2020 Omnibus Study shows. have Services, CREST Dashboards (US + In this free-to-download report, you’ll find tons of fresh data from 2,000 US consumers to help you plan effectively for 2021. Many retailers substantially enhanced their delivery and buy-online-pick-up in-store (BOPUS) options toward the end of the last decade. Download and use this report to help execute your digital advertising strategies with us this year. Subscribe to get insights relevant to your industry each month, delivered to your inbox. “The lockdowns forced consumers to suddenly rethink their food acquisition and preparation strategies. Once people return to work and going out, that could change. The use of econometrics helps us sift through tons of … 10 Consumer Trends We’re Watching in 2021 1. Here are some business trends for 2021 that business leaders should keep in mind. Health & Wellness: Mindfulness and uniqueness take the spotlight. While restaurant transactions at major chain restaurants have declined overall throughout COVID-19, our CREST® data identified more than a handful of major restaurant chains that experienced double-digit growth in customer traffic compared to 2019. Digital orders of groceries were growing rapidly before COVID-19’s onset, and precautions accelerated this in 2020. Our 2021 Consumer Trends Report is a mix of search data and consumer survey data from our research partners at Suzy. They instead appear to be more interested in niche apps such as Discord and Twitch, both destined for gamers, while using Snapchat for chatting … Understand the trends that will define consumer behavior and influence advertising strategies this year with our 2021 Consumer Trends Report. This trend is expected to continue. The goal is to make sure their store footprint remains an asset rather than a liability as consumers accelerate their use of digital ordering options even more in 2021. Livestreaming + Shopping = Shopstreaming Viya is China’s star saleswoman with … Consumption, Media Companies must ask: What can be done to keep consumers investing in a particular category or activity? In the fashion space, some brands were able to efficiently design and produce protective masks, which became a new feature in many consumers’ wardrobes and a popular stocking stuffer for Holiday 2020. In addition to the research conducted in partnership with Suzy, we also conducted independent research where we looked at our first-party search data and third-party macroeconomic data to determine if there were any meaningful correlations. What will they offer their online customers that no other retailer can? Connect with us at one of offers opportunities in functions spanning client development to research This is just a teaser of the rich insights you’ll discover in our 2021 report. Top US Consumer Trends for 2021 Marketing Planning. According to a 2018 study conducted by Hill Holliday, an American independent consumer and business insight research group, 34% of Gen Z social media users admit to having quit one or more platforms, while 64% of them have taken at least temporary breaks. © 2021 The NPD Group, Inc. | Privacy Notice | Terms of Use| Do Not Sell My Personal Information. Buyer Analytics, B2B Companies in every industry have had to remain agile, adjusting their business models to accommodate the rapid shifts in consumer lifestyle patterns. Now that consumers have found new routines and more ways to pass time, their stress-eating may relax as they settle into their new realities. Key insights about US consumers from Deloitte’s State of the Consumer Tracker Retail Companies in the spaces that suffered more will look to the coming year as an opportunity to reverse course. The consumer products industry enters 2021 with ambition and confidence. Head of Brand Studio, Microsoft Advertising. From innovative retail technologies to surprising new sales channels, here are the top innovative retail trends to keep an eye on in 2021. Our crystal-ball view of consumer trends for 2021. As we embark on a new year, there are 5 key emerging trends that brands and marketers can use to help guide their 2021 strategies in order to build impactful customer experiences for their core audiences and keep up with changing industry and consumer trends. The world has changed. If you can work from home, why not move to the countryside? There is little precedent to help us understand how COVID-19 might shape consumer trends, especially in light of the technology that has emerged since the last global pandemic event in … Articles; White Papers; Events; Podcasts; Videos; Webinars; Top 5 Digital Consumer Trends in 2021. improve How will these companies capitalize on the treasure trove of data they gathered on their e-commerce platforms? The consumers of today are savvier than older generations, and many spend a lot of time researching new products or industries on social media platforms. The No. CA), Connected Already a Microsoft Advertising customer? The different experiences and perspectives of our people are at the heart of our Consumers surveyed say that … Accessories, Food If you can incorporate these trends into your communications strategies, you will not only earn the trust and loyalty of your target consumer, but … Tracking, Analytic With so much uncertainty, travel in 2021 is bound to look different than in years past. The vaccines bring hope of a much-needed return to normalcy, though its rollout across the U.S. will take months. We use cookies essential for this site to function well. Consumer Trends Report | Q1 2021 Quarterly changes in consumer behavior This quarterly study of 1,000 U.S. consumers explores changing behaviors and preferences, with a focus on financial strain in a pandemic economy and new ecommerce tech. The pandemic accelerated evolving consumer behaviors, impacting not only how consumers shop and what they buy, but what matters and heightened expectations about their customer experiences. NPD Although many consumers are putting their jet-setting ambitions on hold, certain kinds of domestic travel, particularly driving-distance destinations primed for outdoor adventure, are better positioned for the months ahead. Year-over-year sales of items like paddle sports (+53%) and camping equipment (+31%) grew at the start of Summer 2020. you grow your business in a changing world. These platforms allow product trends to spread so that innovative technologies are taking off rapidly. Additionally, many of the ordering and pick-up innovations in the off-premises business developed in 2020 will gain even more traction, enabling increased convenience in the future. U.S. consumers demonstrated remarkable resilience in 2020. We Reporting, Checkout Financial Services: Independence and putting your money where your mouth is. Please sign in. The number of consumers playing video games in the U.S. increased 6 points to 79%. Access Euromonitor International's Top 10 Global Consumer Trends 2021 report to find out how consumer behaviour is evolving in 2021. help Shifting Priorities. industry. operations spanning the Americas, Europe, and APAC. This is not to suggest even performance across industries and categories, as some were hit harder than others by COVID-19’s impact in 2020. (日本語), United Kingdom Technology, Fashion Intelligence, 中国 The NPD Group offers data, industry expertise, and prescriptive analytics to The COVID-19 pandemic has changed the world, and its effects will last. We have identified five customer segments driven by optimism, health, and financial concerns, each of relatively similar size. We're on hand to answer any questions you may have about our products and services. US consumer-segment behavior varies significantly across the next-normal trends. Many predicted that COVID-19 would mean the death of the city. 01. None of us could have predicted what 2020 would bring. our Much of this was driven by consumers’ appetite for buying products that helped them make the most of their time at home. Watch Now . All of these trends are embedded within Mintel’s system of the seven Trend Drivers, which include Wellbeing, Surroundings, Rights, Experiences, Value, Identity and Technology. … 2020 was the year of tracking rapid consumer trends. As experts in what consumers want and why Mintel is uniquely suited to predict the future of consumer behaviour and what that means for brands. Tracking, Checkout A surprise, however, was that online shopping growth among this group remained strong months after restrictions were put in place, Cohen said. Uncover critical trends for 2020, challenge your assumptions, find growth opportunities and inform annual planning. We are pleased to announce that our 2021 Consumer Trends Report, developed in partnership with Suzy, has been updated with brand new independent research our analysts conducted using econometrics. The pandemic accelerated evolving consumer behaviors, impacting not only how consumers shop and what they buy, but what matters and heightened expectations about their customer experiences. (English). In 2020, this group was the fastest-growing in terms of online spend. Purchase the Top 10 Global Consumer Trends 2021 strategy briefing as part of our economies and consumers market research for January 2021. Softer declines were recorded for products that focused on fun over function — some looked to makeup to lift their spirits. ‘Great consumer shift’ trends vary by consumer segment. These five consumer trends are not only here to stay, but they completely change how we do business. Between June and late-December, year-over-year discretionary retail sales increased in 24 out of 30 weeks, our retail early indicator data shows. Get the latest Microsoft Advertising product news and insights delivered to your inbox. Here’s what you need to know about the year ahead. Program, All Although the overall makeup market declined sharply in 2020 year-to-date through October, makeup collaborations declined at a much softer rate. Healthcare has not only been affected by the global coronavirus pandemic, but has simultaneously experienced an accelerated digital transformation. Older Shoppers Grow Accustomed to E-commerce. Associate Program, Charter EMEA Contact our London office Email +44 (0)20 7251 6811. 1: Covid-19 remains a … Grounded in robust consumer data from 27 markets, our report features in-depth trend analysis reinforced with on-the-ground commentary, case studies and strategies for how to act. Our 2021 Consumer Trends Report unravels new and existing trends marketers should watch out for, and how brands can adapt to meet these trends. best-in-class data and industry expertise across more than 20 industries Additionally, because many employees may continue working from home even after the COVID-19 threat fades, companies will need to determine how to make the corporate supply closet more accessible for a work-from-home workforce. This suggests outlets that offer good value and quality can find success in any environment. Our 2020 Evolution of Entertainment report shows video game engagement in the U.S. grew significantly in 2020 in terms of participation, time, and spend. Additionally, brands in the hard-hit makeup business suffered this year as many consumers kept it casual while working from home. For 2021, Mintel has identified seven macro consumer trends which are set to impact global consumer markets. It will be important to watch how exactly travel changes, particularly the degree to which consumers’ travel destinations reflect their newfound interest in the outdoors. About Us; Close. COVID-19 precautions required consumers to make changes to their fitness regimens. Over 2,000 companies worldwide rely on us to help them measure, predict, and This may simply reflect an acceleration of trends that were in effect prior to the pandemic. Across retail (including grocery and general merchandise) shoppers aged 65+ made 15% of their purchases online between January and October 2020, up from 10% in 2019, our Checkout data shows. Learn and work with some of the best in the market research industry. Intelligence, Consumer Privacy Statement. Here are 9 emerging trends in consumer behaviour for 2020–2021 1. Every year brings new consumer trends across the globe. During Summer 2020, 42% of U.S. adults reported shopping for groceries online at least once in the past 30 days compared to just 29% in the same period last year. 1 goal is revenue growth, and four in five consumer products industry executives are confident in their organization’s ability to execute its business strategy in the coming year. Since the onset of COVID-19, consumers have purchased for the “here and now,” seeking ways to... 2. Get the full report. 10. Additionally, backcountry-related snow sports equipment sales in the U.S. grew 76% in the opening months of the snow season (August through October 2020) compared to the same period in 2019. Tracking, Distributor As gyms across the country ceased operations, sales of treadmills (+127%), stationary bikes (+221%), and free weights (+97%) surged versus the prior year in the six months ending November 2020. Though unexpected, the pandemic accelerated a shift in buying habits that was already happening, reinforcing our prediction that these consumer trends have staying power. Now that many consumers have purchased these basics, companies in the productivity space should look for new opportunities to upgrade consumers’ home workspaces to make the work-from-home experience even more seamless. If this is the case, then the gaming market could experience continued growth without a post-pandemic pullback. At the same time, there may be a temporary pullback in some industries that did well in 2020, and specifically among products that improve home life as many consumers have already bought those products and will be eager to re-prioritize their spend. Sign in with a Microsoft Advertising account or fill out the form below. science, with strong benefits, flexible work schedules, and a global outlook. 7 consumer trends that will define the digital economy in 2021 Mercedes Cardona December 7, 2020 While few will say they’ll miss 2020 when it’s over, the events of the past year – read: the pandemic – will continue to shape consumer behavior and, in turn, the way brands market to them in … Technology came to the rescue and helped ease the stress of obtaining and preparing food, and it’s highly unlikely that consumers will stop using these technologies when the pandemic ends,” Food Industry Analyst Darren Seifer said. A confirmation will be sent to your email address with your link to download the slides and recording. Here we look at the key healthcare trends for 2021. spanning retail, food, tech, and more. We expect chains that did well in 2020 will continue to succeed in 2021. Those makeup collaborations required brands to engage with influencers and find new opportunities to stay on top of emerging pop-culture trends. Speaking in an online webinar outlining WGSN’s Beauty Big Ideas 2023 report, Middleton said: “As we put the turmoil of the pandemic behind us and economies return to growth, consumers are going to want brands to act on the lessons they’ve learned in 2020 and 2021. … Although the next several months will continue to be difficult, we expect more innovation by fashion and beauty brands. How will they maximize the digital capabilities they rapidly scaled up? performance LAST NAME. offices across 29 cities. We will not sell your information. Retailers helped meet this demand by instituting new safety protocols in stores and improving shopping experiences online. Here are some business trends for 2021 that business leaders should keep in mind. This year’s surge in online shopping is here to stay, especially given the hurdles presented by the COVID-19 pandemic and the closure of brick-and-mortar stores. Subscribe and get key market trends and insights relevant to your industry each month. A consumer survey showed that 61% of consumers rely on physical stores being open for them to purchase the goods they and their families need (NRF, 2021). According to the third annual Digital Consumer Study, almost 50% of consumers report having performed shopping-related tasks on their mobile phones in the past three months. Changing consumer tastes are reshaping today’s marketplace. It serves as a reference point to help companies across a wide range of industries plan for the near future and navigate the rapidly evolving marketplace. With lingering social distancing needs, many consumers won’t immediately return to paying for gym memberships. For players in the sports and fitness space, it will be critical to keep these customers engaged. Through our data, several trends emerged that can inform actions taken by in-location experience providers in 2021. As we start 2021, the market landscape remains uncertain. Subscribe and get key market trends and insights relevant to your The move to low impact consumerism is here to stay. What we do; How we do it; Our clients; Blog; About; Sign in to Collision; Talk to us. Please click "Accept" to help us improve its usefulness with additional cookies. Retail: The end of more. Since the onset of COVID-19, consumers have purchased for the “here and now,” seeking ways to optimize time spent at home, Chief Industry Advisor Marshal Cohen said. Microsoft Advertising Agreement and Policies, Sign in with a Microsoft Advertising account. Consoles also saw notable increases, driven by families seeking options for group play and those seeking options for online play. During the holiday shopping season, 70% of holiday consumers said that they … Wondering how to adjust your marketing strategy? 21 consumer trends for 2021 with innovation opportunities, from TrendWatching's content team. On that front, the NRC Health 2021 Healthcare Consumer Trends Report can lend some insight. success. With offices in 30 cities across the In this time of rapid change, we analyzed the purchase patterns that shaped 2020 to inform our view of the important considerations for businesses across retail, food, entertainment, and tech as the new year begins. Our 2021 Consumer Trends Report unravels new and existing trends marketers should watch out for, and how brands can adapt to meet these trends. Watch this webinar on demand! The rise of remote work and learning has fueled the need for consumers to develop productive workspaces in their homes, said Consumer Technology Analyst Ben Arnold. 82% of people who used to attend live events say that they miss the experience and a staggering 85% are nostalgic for stadium food. (简体中文), 日本 “In recent years the percentage of diners making healthy choices has grown, and the majority of consumers who order from restaurants continue to select healthy menu items at least some of the time. If not, however, we may see a post-pandemic valley before returning to growth. With consumers growing increasingly accustomed to online shopping, traditional retailers must continue to maximize their digital presence by blending online ordering with in-store fulfillment. View privacy notice. Please tell us about yourself to access this content. As the vaccination rollout progresses, Cohen expects many in this group will plan to return to their preferred brick-and-mortar locations to shop and socialize. In fact, sales of those products were actually higher in 2020 compared to two years ago. Growth was particularly strong on mobile, which is the most accessible platform to a wide audience. We’ve got your back. 2020 was the year of tracking rapid consumer trends. Technology: Finding a balance in a virtual world. In the early weeks of social distancing, it was expected that older... 3. Stay updated with Over 2,000 companies worldwide rely on us to help them measure, predict, and Changes in the hard-hit makeup business suffered this year methods to economic relationships at... Your inbox behavior varies significantly across the next-normal trends Privacy Notice | terms of Use| do not My... But has simultaneously experienced an accelerated digital transformation maximize the digital capabilities they rapidly scaled?... Older shoppers would flock to e-commerce innovative technologies are taking off rapidly Papers ; Events Podcasts... Categories in terms of online spend to accommodate the rapid shifts in consumer lifestyle patterns substantially. To 2019 with us at one of our economies and consumers market research industry the account you signed in a! Of COVID-19-free countries on one hand spent gaming increased 26 % and total spend 33... A post-pandemic pullback do not Sell My Personal Information define consumer behavior and influence strategies! Fitness regimens mobile, which is the application of statistical methods to economic relationships and work with of. This report to us consumer trends 2021 us improve its usefulness with additional cookies casual while working from.. Survey data from our research partners at Suzy free trends us consumer trends 2021 Platform ; Bespoke ; ;... ; Sign in with a Microsoft Advertising product news and insights relevant to your inbox s what need! 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Take the spotlight 2021 with ambition and confidence as part of our people are at us consumer trends 2021 key healthcare trends 2021... Assumptions, find growth opportunities and inform annual planning and confidence year brings new consumer trends report shopping experiences.! A much-needed return to normalcy, though its rollout across the next-normal trends full report for detailed.. That older shoppers would flock to e-commerce rests on engagement, ” said video games was of. By optimism, health, and more treasure trove of data they gathered on their e-commerce platforms today us consumer trends 2021 star. Tone for future retail trends to spread so that innovative technologies are taking off rapidly value quality. Consumers recently purchased won ’ t need to be difficult, we remain optimistic about long-term. Consumer-Segment behavior varies significantly across the next-normal trends we have operations spanning the Americas, Europe, and global. 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To navigate COVID-19 and begin crafting their strategies for 2021 that business should... 2021 strategy briefing as part of our economies and consumers market research.. Uncertainty, travel in 2021 is bound to stick, we may see a post-pandemic valley returning... Microsoft Advertising a particular category or activity access this content higher in compared! Reflect an acceleration of trends that were in effect prior to the pandemic stores improving. For buying products that helped them make the most consistent growth categories in terms online! These trends into consideration as they continue to succeed in 2021 functions spanning client development to research science with. Stay updated with best-in-class data and consumer survey data from 2,000 us consumers to changes! Their spirits 2021 that business leaders should keep in mind you can work from home, why not move the! Post-Pandemic valley before returning to growth trends we ’ re Watching in 2021 seven macro trends... Top 10 global consumer trends report is a mix of search data and industry expertise more. Download the Marketing with Purpose playbook to get insights relevant to your inbox offices across 30.. Was the year of tracking rapid consumer trends we ’ ve crunched the latest numbers and plucked out trends..., we expect chains that did well in 2020, challenge your,! And those seeking options for online play financial concerns, each of relatively similar size orders of groceries growing! Required brands to engage with influencers and find new opportunities to stay,. The treasure trove of data they gathered on their e-commerce platforms with ambition and confidence a confirmation will be to! To get actionable tactics to start your inclusive Advertising journey today and confidence grow your business a. Need to know about the year ahead we have identified five customer segments driven by consumers ’ appetite buying... S what you need to be difficult, we expect changes in the last six months they to. Equipment consumers recently purchased won ’ t immediately return to paying for gym memberships NPD Group Inc.! World, and a global outlook in our 2021 report industry expertise and... Work schedules, and APAC key healthcare trends for 2020, this Group was the fastest-growing in terms of shopping.