Constant stress, struggle to live healthy hound consumers

A desire for more experiences; balancing purchasing decisions between high-quality and bargain products; the stress of being constantly connected; and the struggle to maintain a healthy lifestyle.

These are some of the top issues concerning today’s consumers, based on data gathered by strategic research firm Euromonitor International through its Global Consumer Trends survey, which analyzed “megatrends” shaping consumer lifestyles in 21 markets.

“With a global environment of rapid change and innovation, it is no surprise that consumers’ lifestyles are adapting,” the report reads.

Topping the list is a trend concerning millennials, the majority of whom said they wanted to have more experiences, which “are often tied to international travel and a desire to immerse in local culture, rather than be cocooned with other tourists in large chain resorts and attractions,” the Euromonitor report reads. The survey also finds that 53 percent of millennials surveyed have taken at least one international trip in the past year.

“Growing environmental concerns, shifting cultural status symbols, and the era of sharing life via social media have all contributed to more and more consumers seeking experiences over things, with millennials leading the way,” the report states.

The pursuit of rest and relaxation when traveling, however, is something common among all age groups, with at least half of consumers saying they seek destinations that offer a balance of cultural authenticity and opportunities to escape everyday stress.

Next on Euromonitor’s list of consumer trends involves consumers’ shopping preferences. Today, while more people are making the conscious effort to buy fewer but higher-quality products, many still find it easy to succumb to the call of a good bargain. The survey finds that over 1/3 of consumers globally enjoy visiting shopping malls and browsing in stores, even without the need to buy anything, and a quarter say they often make impulse buys.

Another notable trend revealed by the survey is how the internet, while obviously a huge convenience in one’s daily life, is also causing stress among consumers.

“As the internet, particularly mobile, activities invade every area of life, many consumers struggle with the reality of being lost without internet access, while balancing ‘real life’ activities with time spent online,” the report reads.

Lastly, the study finds that health—particularly personal monitoring and diet—are also of utmost importance to global consumers. Wearable technology, online information, and a general growing health awareness make it easier for people to take control of their nutrition, fitness and wellness. It seems that people with higher education—those who finished university as well as those who pursued further studies—are more likely to monitor their health, with the majority focusing on weight management.

As for their diets, consumers are finding it harder to prioritize making home-cooked meals, making ready-to-eat food, takeaway and delivery popular options, especially for the younger generations.

Not that people aren’t conscious anymore of what they’re eating—in fact, the report states, successful convenient meal solutions should include premium ingredients and readily available nutrition information, as around 1/3 of consumers say they closely read nutrition labels.