In this post, we look at the results of the Mintel Consumer Trends report for 2014.

 

Highlights include:

Internationalism on the agenda

Club Tropicalia

A Private Function

Healthy Fuels

 

Say what now? Read on.

 

Internationalism on the Agenda

 

Put down your Cath Kidston bunting, Brand Britannia is on its way out. The past couple of years filled with royal weddings, the Olympics and the arrival of Prince George boosted GB spirit beyond recognition, however 2014 sees…

The Winter Olympics in Russia. (Go on Jenny!)
The Fifa World Cup in Brazil.
Adjustments to Chinese visa laws.
Scottish independence referendum.

It’s all happening.

The report suggests that the British public are open to and curious about foreign products, and will be directing more of their spending abroad in 2014. 54% of people claiming they are “just as interested in buying authentic products (eg French Brie, Parma ham) from other countries as from Britain.”

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Club Tropicalia

Inevitably, the eagerly anticipated FIFA World Cup hosted in Brazil this year is going to have us going mad for all things Brazilian. Think sparkling wine, beachwear and hair care. Exotic and glamorous.

 

We’re looking for the real deal – products straight from the source. With the World Cup offering locals the opportunity to reach worldwide exposure with billions of global viewers, by the end of the year we expect that Havaianas won’t be the only Brazilian export adorning British crowds.

 

Cachaça will be the chosen tipple for pre-, post- and mid-match boozing. And keep your eyes open for Brahma, the Brazilian national beer, whilst Acai berries and coconut water will satisfy the healthier consumer. South American restaurants are also set to gain popularity.

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Healthy Fuels

 

We just can’t get enough of “the healthy lifestyle” at the moment. Even if you’re starting to slack post January-enthusiasm, get the heck back on board. Have you seen the bods in Brazil? That’s what we’re competing with in 2014 people.

 

The demand for health products is on the rise and people are willing to fork out for them; green smoothies, low-sugar snacks and natural energy boosters. If you haven’t seen the #cleaneating #foodporn snaps on instagram, search for “quitting sugar blog” on Google and allow your mind to be blown.

 

Simultaneously, the “factory fear” is becoming more pronounced amongst Brits – natural products are in demand. People are also moving away from high-caffeine energy drinks as they continue to invest in fruit and vegetable juices.

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A Private Function

 

Consumers are starting to clock on to the value of their data to the outside world; everyone from marketers to government bodies are interested in what people are eating, where they are living, how they are shopping. Consumers are also starting to become more possessive of their own data, looking for increased privacy but also functionality of use. We want to record our sleeping patterns, check our blood sugar levels, measure calorie expenditure .  This is where self-monitoring wearable devices, such as Google Glass and Smartwatches, are set to storm into our lives in 2014. Britons are looking to become self-analysts.

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We are becoming increasingly sceptical of other people using our data.

23% of consumers say they ‘find video adverts that target you according to your Internet activity off-putting’.

 

An area that consumers are looking for a bit of personal assistance with is … healthy living! 36% of UK shoppers would be interested in a nutritional review of basket content. So 2014.

So let’s return to the question at hand. Understanding our customers. In 2014 the British public want tropical but healthy. They want natural but technical. And private but connected.

With this is mind consider how you’re going to market your product, service, self this year.

 

By Angharad Edwards

Source: Mintel New Consumer Trends 2014