Trend tracker: Shoppers shun magic potions and seek simplicity

Euromonitor International note the ‘I can look after myself’ consumer trend as one of the biggest of 2019 as shoppers look to cut out the ‘noise’ of hyped up products and nonsense promises and find their own personal approaches to prevent ill-health.

Gina Westbrook, director of consumer trends at Euromonitor International, explains, “The focus of ‘I Can Look After Myself’ is the preventative, consumable measures against illness, unhappiness and discomfort that people can take without having to consult a professional. ​

“They make use of apps and personalisation services to create a product uniquely for them without the need to constantly engage with social media and brand marketing​.”​

Euromonitor predicts that over the next five years the unrealistic ideals on Instagram will be shunned in favour of brands that prioritise the individual needs of their target customers.

Sara Petersson, senior research analyst at Euromonitor International, says these self-sufficient shoppers are choosing personalised nutrition, alternative health therapies and preventative solutions, which offer a level of simplicity and clarity.

“Being able to ‘look after yourself’ is seen as a luxury that allows people to be more versatile and expand their possibilities. This trend is reflected in the way people eat, drink and approach their dietary health in general. It has become much less acceptable to be uninformed about food.​

“Consumers are waking up to the rhetoric of social media and certain marketing techniques in the food and drink industries. The sheer breadth of information available leads to conflicting instructions and scaremongering. ​

“Solutions such as personalised nutrition, alternative health therapies and preventative solutions offer consumers much-needed clarity in a saturated, overwhelming space.”​

Back to Basics​

The report also notes the trend for consumers to chose to go back to basics with their product purchase decisions.

This trend stems from the fact that consumers can get almost any type of product from anywhere in the world, at any time, at a relatively low cost. It's the abundance of options that has led consumers in developed economies to re-evaluate their spending habits, moving away from overt materialism, towards simplicity, authenticity and individuality.

When it comes to food and drink, this has led to the love of hyperlocal products and a growing interest in supporting local businesses.

The conscious consumer​

Unsurprisingly, the report notes the rise of the 'conscious consumer' as another prolific trend, which features the increased demand for plant-derived ingredients such as plant extracts, essential oils, and xanthan gum, while animal-derived ingredients such as collagen and lanolin are losing popularity.

Euromonitor says the veganism trend is even making its way into developing countries which have previously always had a deep-rooted perception of meat as good nutrition and a sign of prosperity. In fact, the conscious consumer trend is strong amongst middle and high income urban young adults in China, Indonesia and India.

The age agnostic shopper​

Another consumer trend likely to have a large impact on the nutrition and supplements industry is the move towards a want for more age agnostic messaging as the boundaries of old age shift due to people living longer and taking better care of their health,.

The report states that the way to win over the ageing consumer now is to create universally accessibly products which don't segment consumers by their age.

It states: "The key to winning and retaining loyalty and trust is to develop products and services that are universally accessible even while designed with older people in mind. Baby boomers have much more in common with the values and priorities of millennials and younger generations then many realise, and it is this inclusive mindset that needs to be better understood and catered for in the future."​

Euromonitor's insight shows that baby boomers (born between 1946 and 1964) are the generation with the most disregard for age. They do not think of themselves as old, and do not want to be referred to in those terms.

For example, more affluent baby boomers have been shown to be just as obsessed with technology, including tracking the latest apps and smart devices, as millennials.

This means they want products and services that help them stay as youthful as possible in mind and body, not trying to change things—just look and be the best they can.

The intelligence firm also points out that those aged over 50–59 years are likely to have far more disposable income than younger consumers. In fact, the firm argues that this demographic will be the most highly profitable target group for marketing discretionary purchases of nutritional supplements over the next five years.

Zandi Bremner, head of client innovation for consulting research at Euromonitor, recommends that businesses therefore address the ageing demographic in subtle and nuanced approaches.

She says: "For example, healthcare and holistic products and digital apps to monitor activity and diet are age neutral. It is about taking care of oneself and focusing on prevention and enjoyment of life. The mental, spiritual and physical balance are priorities for older people and millennials."​