A Steadily Changing World Reflected In Consumer Survey Results

A preview of Euromonitor’s 2015 global consumer survey results reveals that Millennials and Gen Z – consumers under 30 – are leading the shift from computers to mobile devices such as smartphones and tablets. This shift includes young people of the growing middle classes in emerging markets. Among other insights: Paid advertising, while still influential and important, is losing ground to product endorsements and opinions shared by family and friends on social media. Fifty-nine percent consider these recommendations to be very or extremely influential. Despite the upsurge in home food preparation, time-strapped consumers still buy packaged food and ready meals, especially “all natural” products. Lastly, consumers struggle to link health priorities with everyday habits, and try to find time for “what matters:” family, friends, and themselves.