Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Connectivity

Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Connectivity


People are looking to connect more with family and friends, with feelings of stress and hectic lives rife. They are looking for an increasing number of quality moments and seek the enjoyments of the finer things in life. Alongside this, and just as importantly for some, establishing a connection with brands is crucial, with brands looking to capitalize on this by forming deep and long-lasting connections with consumers early on. It highlights the need for consumers to feel connected and affiliated with a certain product or brand, with the use of celebrities when promoting products one way in which brands try to reach out to consumers.

Key Findings

Advancements in technology has made maximizing personal relationships much easier, with consumers living in a world connected and, to an extent, governed by technology

Social media has been the gateway to an elevated platform in terms of linking celebrity to fan, allowing for a connection previously unavailable

Craft products position and pride themselves on the extra level of care, attention and dedication they provide. This is sought after by consumers who choose to have products ‘the way they like it’, making them feel closer to the product and the brand


Canadean’s Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Connectivity report is a comprehensive analysis of global attitudes in the food, soft drinks, alcoholic beverages and personal care categories. The report details current and future expectations of behavior derived from the survey responses of 52,000 global consumers in 48 countries. As well as highlighting opportunities in new product development, there is also insight on positioning and retail strategy, besides analysis of consumer profiling and targeting.

What else does this report offer?

An investigation of the Connectivity consumer mega-trends and how they are presenting themselves on a global, regional, and country basis

Key attitudes and behaviors influencing consumption patterns globally

Proposals on how you should best target these global consumption patterns

Detailed comparisons that provide insight into regional and country attitudes towards Connectivity

Key recommendations for manufacturers from product, targeting and retail perspectives as they are reflected in the four main categories of food, soft drinks, alcoholic beverages and personal care.

Reasons To Buy

This report brings together detailed consumer analysis to provide actionable insight into the behavior of consumers. It follows a strict, yet easy to follow format, illustrating and providing the story behind the regional and country analysis

A comprehensive understanding of the key attitude and behaviors influencing consumption based around connection along with recommendations of how to best target the trend is provided

Regional comparisons granting unique insight into the varying regional and country attitudes

Key recommendations from a product, targeting and retail perspective and how this related to the Connectivity trend

Exclusive analysis from a global survey based on 48 countries, presented to ensure that the content is applied and relevant to stake-holders across the supply-chain

Analyze the recommended actions to align your marketing strategies with the crucial trends influencing l consumer behavior

Identify profitable markets and areas for product innovation

Understand the importance of being led by the consumer in the FMCG market and define your strategies with insight on what your customers really want

Gain a comprehensive knowledge of the twenty key trends and sub-trends that influence global consumption habits and develop a competitive advantage around consumer behavior trends from the start of your supply chain

Investigate current and forecast behavior trends in each category to identify the best opportunities to exploit

Access strategic recommendations around new formulation, better positioning, packaging development and targeting to determine how the trends will evolve and to future-proof your new product development

Key findings
Executive Summary
Key findings from across the globe
Introduction to Canadean’s Mega-Trend framework
Country report coverage
Canadean sub-trends
Overview of sub-trends within the Connectivity Mega-Trend
Overview of the key sub-trends
The need to re-connect with family and friends
Consumer attitudes towards spending time with family and friends
The work-life balance of consumers
Key recommendations for manufacturers
The impact of celebrities when it comes to consumer Connection
How interaction with celebrities has evolved
Importance of fashion in Connection
Influence of celebrities in personal care
Image-consciousness of consumers
Key recommendations for manufacturers
How craftsmanship affects consumption habits
How craft helps establish new connections
Key recommendations for manufacturers
Research into the Personal Care category – Science vs. Natural/ Organic
Different types of research and consumer preference
How scientific claims impact consumer choice
How natural and organic claims influence consumer decisions
Key recommendations for manufacturers
How smaller brands are connecting with consumers
Brands need to connect with consumers more
Trust in grocery shopping habits
What big brands need to do to interact more with consumers
Key recommendations for manufacturers
About Canadean

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