GLOBAL CONSUMER

TRENDS SURVEY 2013

An extract from the Global Consumer Trends Survey 2013

Table of Contents
Introduction 3
Healthy Living Patterns 16
Consumer Spending Intentions 5 Exercise, weight management and multivitamins 17
Overall spending and saving 6 Personal health 17
Spending reduction activities 6 Treatment and prevention 17
Spending by category 6 Exercise habits 17
Change in spending activities in the next 12 months   7 Alcohol and tobacco 17
Emerging market consumers  8
Spending activities in the next 12 months by market maturity   8 Personal Traits and Values 18
Credit cards 8 Understanding personalities 19
Consumer outlook on life 19
Personal relationships and self-reflection 19
Shopping Attitudes and Key Product Features 9 Work and finances 19
From TV ad to online shopping cart 10 Status and consumerism 19
General shopping attitudes 10
Willingness to pay 10 Global Consumer Trends Survey 20
Preferred green features 10
Methodology 21
Consumer Technology and Activities 11
Technology in consumer life 12 About Euromonitor International 22
Mobile activities 12
Activities conducted on mobile phones   12
Device ownership and usage 13
Online activities 13
Online shopping 13

Meal and Snack Preparation and Preferences 14

From the supermarket to the table 15
Typical meal types and eating habits 15
Meal preparation 15
Popular (and unpopular) food features 15
Healthy eating and dietary restrictions 15

www.euromonitor.com
© 2013 Euromonitor International < 2 >
Introduction

www.euromonitor.com
© 2013 Euromonitor International < 3 >
Introduction

This report analyses the lifestyle traits of 16,300 online consumers in nine
major developed and emerging markets. To explore recent changes in
consumer motivations, habits, and opinions, this report also compares
2013 Global Consumer Trends survey results to 2011 results.
Strategic, multinational business decisions regarding products, services,
and target markets require a multifaceted understanding of consumer life
around the world. In this globally networked era, ingrained local cultural
traditions confront new information, needs, and products. Firms must make
informed predictions about which consumer habits and beliefs are open
to change, as well as which technologies could drive that evolution. Firms
must also distinguish between the start of a passing fad and the beginning
of a new normal.
Note: The following sections are top-line extracts from the full 2013 Global
Consumer Trends Report. To explore recent changes in consumer life, this
report also compares 2013 results to 2011 Global Consumer Trends survey
results. Analysis reveals the motivations, habits, and opinions of internet-
connected consumers in nine developed and emerging markets: Brazil,
China, France, Germany, India, Japan, Russia, UK, and the US. (Note: all
data underlying this report is available through Euromonitor’s Passport
Survey system.)
For more detailed analysis on the topics in this extract, including business
implications and recommendations, the full report is available online:
http://www.euromonitor.com/global-consumer-trends-summary-of-2013-
survey-results/report

To help companies identify current and evolving trends in consumer life,

Euromonitor International surveys over 16,000 people around the world
on a regular basis in its Global Consumer Trends survey. Euromonitor then
analyses these survey responses to help firms assess potential business
opportunities.

The main results of the 2013 Global Consumer Trends survey are presented
in this report, organised as follows:
• Consumer Spending Intentions
• Shopping Attitudes and Key Product Features
• Consumer Technology Access and Activities
• Meal and Snack Preparation and Preferences
• Healthy Living Patterns
• Personal Traits and Values

www.euromonitor.com
© 2013 Euromonitor International < 4 >
Consumer Spending Intentions

www.euromonitor.com
© 2013 Euromonitor International < 5 >
Consumer Spending Intentions

Overall spending and saving

Overall consumer spending levels have stayed the same in the last few
years. Most consumers are aiming to keep spending at constant levels,
though emerging market consumers are much more enthusiastic than
developed market consumers with regards to spending, and a substantial
minority plan to increase their overall spending levels in the next year.
Simultaneously, consumers in all regions are planning a renewed focus on
saving.

Spending reduction activities

Although a significant number of consumers are planning to decrease their
spending over the next year, they are not willing to sacrifice consumption.
Survey results show that consumers do not plan on making fewer purchases
in the next 12 months, overall or on balance across categories. Instead,
consumers are finding ways other than forgoing products and services
altogether to reduce spending, such as shopping at discount stores or
continuing to purchase private label brands.

Spending by category
Spending in a variety of non-essential categories has been fairly consistent
over the last 12 months. Consumers want to decrease spending, while
keeping the number of goods and services they purchase consistent,
but most actually expect to keep category-specific spending constant.
Some consumers expect to spend more in certain categories in the next
12 months. Emerging market consumers are more likely to say they have
increased spending, particularly on technology, apparel and travel, and
that they will continue to do so.

www.euromonitor.com
© 2013 Euromonitor International < 6 >
Consumer Spending Intentions

Relatively few consumers have increased spending on non-necessity Change in Spending Activities in the Next 12 Months
categories:
√√ In each of six categories of non-essential goods, fewer than one in
five consumers increased their spending over the past year. When
consumers did spend more, they put their money towards technology,
followed by travel and apparel.
√√ For each category, roughly one third of consumers have decreased
spending in the past 12 months. For most categories, the number of
consumers increasing their spending was approximately one in 10,
although spending on technology has increased slightly more than
other categories (16%).
√√ A majority of consumers predict they will keep their spending levels for
these categories constant over the next 12 months.
√√ When they cut back, it is likely to be in fast food (38%), and when they
splurge, it is likely to be in travel (22%). Indeed, 13% of consumers
who plan to decrease spending in the next 12 months also predict
spending more on travel and vacations, showing how alluring these
types of purchases can be, even when trying to stick to a strict budget.
Source: Euromonitor International Global Consumer Trends, 2013

Note: Showing the percentage of consumers who gave each response regarding their
intentions in the next 12 months (mid-2013 to mid-2014) for each type of financial
expenditure, among those who reported ever doing each activity in the past

www.euromonitor.com
© 2013 Euromonitor International < 7 >
Consumer Spending Intentions
Emerging consumers more enthusiastic about increasing category
specific spending
√√ In all discretionary spending categories presented, emerging market
consumers are significantly more likely than their developed market
counterparts to say they increased spending over the past year.
√√ Similarly, these emerging market consumers are more likely to say
they will increase their spending over the next year, particularly in
technology (29% compared to 9%) and travel (32% compared to 14%).
Increases in Spending Activities in the Next 12 Months – By Market
Maturity
www.euromonitor.com
© 2013 Euromonitor International
Credit cards
Some of this planned spending will happen via cash or debit cards, and
some via credit cards. Credit card usage among global online consumers
is commonplace. A majority have used a credit card for both essential
purchases during a budget shortfall and non-essential products and
services. However, not everyone embraces credit cards as a regular
payment method. Perhaps because of past overuse problems, developed
market consumers seem to be slightly more wary of credit card usage.
Business Implications and
Recommendations
See full report.
< 8 >
Shopping Attitudes and Key Product Features

www.euromonitor.com
© 2013 Euromonitor International < 9 >
Shopping Attitudes and Key Product Features
From TV ad to online shopping cart,
looking for strong brands
Once they have identified their financial priorities, internet-connected
consumers can and do turn their focus to shopping, both for household
essentials and for nice-to-have products and services. Survey results show
that shoppers are fairly divided in their preferences for the lowest price or
the highest quality brand-name item—although many want both. A clear
understanding of the typical buying behaviours and preferences of global
consumers can greatly aid retailers and manufacturers as they seek to
target various types of shoppers. This section explores the spending habits
of internet-connected consumers around the globe, including general
shopping attitudes, willingness to pay more for specific features, and
attitudes towards environmentally-friendly or “green” products. This section
ends with consumer shopping-related recommendations for businesses.
General shopping attitudes
To gain insight into how global online consumers approach shopping, we
first analyse certain personal traits and values. Since few internet-connected
consumers have made a complete transition to online-only shopping,
their shopping-related attitudes remain relevant to retailers and marketers
across multiple channels, from convenience stores to online boutiques.
Survey results show that internet-connected consumers like looking for
bargains, but do not have low standards. They generally would rather have
a few higher quality items than lots of lower quality ones. They also like
trying new things, which is good news for new product developers. Most
consumers are not overly concerned about buying branded products,
showing that new entrants into the marketplace may not be at a significant
disadvantage compared to more established brands.
www.euromonitor.com
© 2013 Euromonitor International
Willingness to pay
When it comes to value-added product features, consumers generally will
pay a little bit more (less than a 50% increase) for such features. However,
a substantial number of consumers are not willing to pay any additional
money for the features covered in the survey. Across all product categories,
the willingness to pay more for a well-known brand is most consistent and
fairly strong. Consumers also seem to be willing to pay more for green
features in products that are directly applied to their person, such as beauty
products and toiletries.
Preferred green features
A majority of consumers are willing to pay more than a little extra for green
features in apparel and personal care products, and even home care
and toiletries products with green features merit a small price premium.
So, more specifically, what green product features are most important to
consumers? Survey results show that “natural” and “organic” are among the
most popular green features in many categories, although for apparel and
footwear, there is a stronger focus on sustainable production. Furthermore,
consumers in emerging markets generally prefer different green features
to those in developed nations.
Business Implications and
Recommendations
See full report.
< 10 >
Consumer Technology Access and Activities

www.euromonitor.com
© 2013 Euromonitor International < 11 >
Consumer Technology Access and Activities

Continued expansion of technology in Activities Conducted on Mobile Phones

all areas of consumer life

From independent consumer review websites to online purchases and
mobile payments, and then beyond shopping to other areas such as leisure
and entertainment, technology continues to creep into every sphere of
consumer life. In fact, in the past two years, from 2011 to 2013, technological
activities became more frequent, even outside the generation of young
consumers who have grown up accustomed to widespread internet access.

As online and mobile activities grow more frequent, so does ownership

and use of various consumer electronics devices (on- and off-line). This
section explores the technology-related behaviours of internet-connected
consumers around the globe, including their internet use, online activities,
mobile internet access and social media habits. It closes with implications
and recommendations for businesses to best leverage this expansion of
consumer technology.

Mobile activities
Most online global consumers own a mobile phone. While the main
purpose of this device is for voice calls and text messaging, a large number
of consumers are taking advantage of expanded features made available Source: Euromonitor International Global Consumer Trends, 2013
by smartphones and data plans. The number of consumers using these
features is likely to increase over time as younger consumers are adopting Note: Showing percentage who use their mobile phones for each activity among
mobile technology in much higher numbers. those who own a mobile phone. Voice call, text messages, taking phone or video and
banking services were not asked in 2011. Data from 2013 exclude Russia, for a more
accurate comparison with 2011 data

www.euromonitor.com
© 2013 Euromonitor International < 12 >
Consumer Technology Access and Activities

Device ownership and usage Business Implications and

Online global consumers commonly use a variety of technological devices
in their daily life including computers, mobile phones and tablets. Although
Recommendations
technology is becoming more portable and functionality is constantly See full report.
increasing, a majority are still tied to traditional and basic features, such
as connecting to the internet through a personal computer or using a
mobile phone for voice and texting. Tablets, the newest line of popular
mobile devices, blend the portability of a phone with the ease of use of
a computer, and are quickly on their way to becoming a typical device in
the homes of global online consumers, although they have yet to reach
widespread popularity.

Online activities
Global online consumers are engaging in a wide variety of online activities,
with both participation and frequency continuing to go up in recent years.
There is even evidence that consumers are becoming more open to the
idea of using the internet for transactions that were once thought of as
exclusively in-person activities, such as purchasing groceries. Furthermore,
consumers have embraced social networking and the unique product
delivery methods available online, including purchasing downloadable
content.

Online shopping
Online shopping has undoubtedly gained popularity over the last few years.
Consumers are most likely to be drawn to online shopping for products
they cannot buy elsewhere, such as downloadable content, and items
where the online marketplace offers a wider selection than a traditional
bricks and mortar store, such as electronics and apparel.

www.euromonitor.com
© 2013 Euromonitor International < 13 >
Meal and Snack Preparation and Preferences

www.euromonitor.com
© 2013 Euromonitor International < 14 >
Meal and Snack Preparation and Preferences
From the supermarket to the table,
but hold the sugar
While smartphones can do more each year, many internet-connected
consumers still look to their own two hands to prepare most food and drink
in the home. Food preparation and clean-up, plus eating, drinking and
other mealtime activities, can take up a substantial portion of consumers’
daily time and energy. In many countries, foods and meals have significant
social and cultural importance and it is critical for companies, foodservice
providers, and retailers in this industry to understand how and why
consumers buy and prepare food and drink. This section explores the
eating and drinking-related behaviours of online consumers around the
globe, including types of meals eaten, time spent preparing meals and
snacks, dietary restrictions and other food preferences. The section ends
with business implications and recommendations.
Typical meal types and eating habits
Although takeaway food and other ready-made meal options are more
plentiful and inexpensive in today’s world than at any other point in history,
most consumers still cook and eat their meals at home. Indeed, while
takeaway and delivery food is a part of the global online consumer’s life, it
is typically an occasional meal and not a regular occurrence.
Meal preparation
The amount of time consumers spend preparing their meals gives
companies and retailers in this industry information on what types
of products consumers want and need for each type of meal. While
global online consumers generally spend little time preparing breakfast
and snacks, dinner and, to a lesser extent, lunch, tend to be more time
consuming to prepare.
www.euromonitor.com
© 2013 Euromonitor International
Popular (and unpopular) food features
Whether looking for raw or unprocessed ingredients to go into a home-
cooked dinner or seeking out ready meals that can be quickly heated
and served, global consumers are influenced by a myriad of factors when
shopping for food. Many pay close attention to the ingredients in a food
product, seeking to avoid excessive sugar, fat or salt and find options with
health and nutritional benefits. Other global consumers look to external
factors, whether a recommendation from a healthcare provider or strong
product packaging, to determine which foods they plan to purchase.
Healthy eating and dietary restrictions
Online global consumers are interested in weight management and
monitoring the specific types of foods they eat. In 2012, the rate of consumers
aged over 14 years who were considered overweight in developed
markets was over 50%. Even in emerging markets, such as India and China,
obesity rates are expected to at least double by 2020, giving consumers
worldwide a good reason to be interested in weight management. While
some consumers are limiting certain types of ingredients in an effort to
be healthier, others avoid foods for personal, cultural, or medical reasons,
such as allergies.
Business Implications and
Recommendations
See full report.
< 15 >
Healthy Living Patterns

www.euromonitor.com
© 2013 Euromonitor International < 16 >
Healthy Living Patterns

Fit for life, thanks to exercise, weight Exercise habits

management and a multivitamin
In addition to selecting and preparing certain food and drink products,
internet-connected consumers sometimes choose to promote and prolong
a healthy lifestyle with regular doctor visits, exercise and abstaining from
or limiting smoking and alcohol. Understanding the typical healthy and
not-so-healthy behaviours of these consumers provides insights into their
priorities, habits and goals, giving companies in this space tools to better
reach their current market and expand to new consumer groups. This section
explores healthy living-related behaviours of online consumers around the
globe, including personal health, exercise, general healthy behaviours and
alcohol and tobacco use. It closes with healthy living recommendations for
marketers and businesses.
Personal health
Self-perception of health can drive many healthy living behaviours and
activities. Consumers who consider themselves to be in good health may
allow some room for occasional unhealthy behaviours, while those who
are less optimistic may feel the need to spend more time and energy on
various healthy living activities. Or, conversely, positive self-perceptions of
health may drive further healthy behaviours, while negative perceptions
could foster a self-perpetuated spiral of unhealthy activities.
Exercise and physical activity are important parts of life for many global
consumers, helping them stay both happy and healthy. In line with this
sentiment, over 60% of consumers get regular exercise. Among those
who exercise, most participate in some sort of sport or gym workout and
a majority at least occasionally walk for exercise. Complementing their
higher self-health assessment, consumers in emerging markets typically
report getting more exercise than those in developed countries.
Alcohol and tobacco
Personal health is not just measured by engaging in positive activities, but
also by avoiding behaviours that can potentially harm the body. To that end,
few online global consumers report using alcohol and tobacco products
daily. However, the number of smokers has increased slightly since 2011.
Drinking is mainly a social behaviour, with few drinking every day and more
consumers having a drink while out than at home.
Business Implications and
Recommendations
See full report.

Treatment and prevention

Treatment and proactive prevention of health problems play a key role
in the overall health of global consumers. Among respondents, doctor
visits are regular but infrequent, suggesting that most consumers go to
the doctor, but few have a need for intensive or on-going medical care.
Preventative measures, such as consuming vitamins or participating in
stress-relief activities, are less common among global consumers.

www.euromonitor.com
© 2013 Euromonitor International < 17 >
Personal Traits and Values

www.euromonitor.com
© 2013 Euromonitor International < 18 >
Personal Traits and Values
Putting purchases in perspective by
understanding personalities
In addition to the desire to live a healthy life, other personal traits and
values of global online consumers also greatly impact the way consumers
evaluate products and make purchase decisions. Beyond simply learning
about consumer buying behaviours and preferences in specific product
categories, companies hoping to expand their global reach can use
these broader personal values to better understand and target their
customers. This section explores the individual attitudes and values of
online consumers around the globe, including their overall outlook on life,
personal relationships and self-reflection, work and finances and status
and consumerism. In closing, this section highlights opportunities for
businesses stemming from global consumers’ personal traits and values.
Consumer outlook on life
As a group, global consumers believe they could be getting more out of
life, perhaps focusing less on what they have and more on the expectations
they have set for their lives. Their dissatisfaction is, however, not over
having materially full and complicated lives – a majority wish things were
simpler. Over half also try to have a positive impact on their environment,
further indicating that global consumers want more in life than material
goods. Firms should take notice of these basic underlying desires of
consumers when creating messaging to avoid turning customers off from
their products.
www.euromonitor.com
© 2013 Euromonitor International
Personal relationships and self-
reflection
Beyond their personal outlook, many of the decisions made and actions
taken by global consumers are shaped by their relationships with others.
These personal relationships, especially those with family members, are
essential to the happiness of many global online consumers. Although
these relationships may not always seem at the forefront of their minds,
consumers are likely considering the people close to them in their everyday
life, which includes the decisions they make to buy products and services.
Work and finances
While work and finances tend to be less important to consumers than
personal relationships, financial security remains a central concern.
Consumers focus on being financially secure, perhaps in part driven by a
global economy that has been unstable for a number of years. There is a
desire to “work to live” rather than “live to work,” meaning consumers are
likely to see less of an appeal in working harder in order to have more
disposable income to spend on luxury goods.
Status and consumerism
Consumers have confidence in themselves, but still feel the pressure
of earning the approval and recognition of their peers. This may be
driving a focus on name brand goods. Firms should pay attention to the
prevailing demographic trends in seeking peer approval when marketing
to consumers to make sure they are not countering popular trends in a
manner that could make marketing and sales more difficult.
Business Implications and
Recommendations
See full report.
< 19 >
Global Consumer Trends Survey

The Global Consumer Trends Survey helps companies and retailers anticipate future opportunities and better target their core markets, expand
into new regions and attract new demographic segments.

For more detailed analysis on the topics in this extract, including business implications and recommendations, the full report is available online:
http://www.euromonitor.com/global-consumer-trends-summary-of-2013-survey-results/report

www.euromonitor.com
© 2013 Euromonitor International < 20 >
Methodology

The Global Consumer Trends survey was developed by the Passport: Survey team in collaboration with other teams within Euromonitor International,
particularly Passport: Countries & Consumers editors. Fielding was conducted in conjunction with outside sample providers. A diverse set of online
panellists in nine countries were invited to participate between May and June 2013.

Panellists were pre-screened to ensure that the sample included appropriate representation for each year of age and for both genders. All surveys were
completed in local languages online across the nine markets studied (Brazil, China, France, Germany, India, Japan, Russia, the UK and the US). After
data cleaning of duplicate IP addresses and responses with fast completion times, approximately 1800 responses in each country were used in analysis.

www.euromonitor.com
© 2013 Euromonitor International < 21 >
About Euromonitor International

Euromonitor International is the world’s leading provider for global business intelligence and strategic market analysis. We have more than 40 years of
experience publishing international market reports, business reference books and online databases on consumer markets. Our Survey data, highlighted
in this report, helps organisations understand the entirety of consumer life around the world.

We deliver market research solutions to support strategic planning for businesses of all sizes in today’s increasingly international business environment.
Our research offers in-depth market analysis on consumer goods and services industries worldwide, as well as economic, demographic and socio-
economic data and insight on countries and consumers.

Euromonitor International is headquartered in London, with regional offices in Chicago, Singapore, Shanghai, Vilnius, Sao Paulo, Santiago, Dubai, Cape
Town, Tokyo, Sydney and Bangalore, and has a network of over 800 analysts worldwide.

To learn more about Passport, request a demonstration or read product reviews today.

www.euromonitor.com
© 2013 Euromonitor International < 22 >