The world is changing… and so is the general public. To help manufacturers better understand the changes shaping consumer behavior, Euromonitor, a forward-looking consultancy, has drawn up a portrait of several typical customers.
The trend agency has identified eight different consumer typologies.
Minimalist Seekers
These consumers generally do not follow the latest trends and are not influenced by social media. They are also responsible and ensure sustainable behavior. For example, 73% of them are trying to reduce their use of plastic.
They resist compulsion well (86%) and favor quality over quantity.
Conservative Homebodies
They enjoy spending time at home and don't give much importance to their image. Far from being spendthrifts, they consume cautiously and are not particularly attracted to premium or branded products (83%).
“Even if they are not necessarily inclined to spend money, they like to stroll around the store. Certain flash operations or good deals can lead them to make occasional 'pleasure' purchases”.
Balanced Optimists
Despite the complicated economic-environmental context, these people have faith in the future. They are pragmatic consumers and cautious in their spending.
But they also place a lot of importance on their happiness, which can take the form of little splurges that spark joy, for example. They sometimes look for name brands and high-end products, but generally favor low prices.
Cautious Planners
They bet on their future and save. So they are very careful about their …
