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

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


Consumer lifestages are rapidly evolving as gender stereotypes evolve, with many women leaving behind traditional household duties and men showing a growing interest in personal care. Increasing numbers of young adults are also choosing to delay responsibilities such as marriage and children until later life; whilst several older consumers seek to defy their age and remain young in both attitude and appearance.

Key Findings

Consumers globally express concerns regarding different health issues, such as heart and bone health. These concerns are magnified as people witness aging populations and see the problems their grandparents and older generations face as they age, as well as diets evolving to be increasingly unhealthy. The effect of this is many people looking to natural and organic products in order to remain healthier

Different age-groups and genders view value differently. Younger consumers and women are often seeking out value via low prices, and express this in their growing preference for shopping at discounters; however, men and older consumers are confident in their ability to treat themselves and look for added value to secure the most indulgent and beneficial products

Younger consumers globally are seeking new experiences through their consumption, be it through hot and spicy flavours or an exotic twist. These consumers are increasingly demanding and on the lookout for something stand-out at all times


Canadean’s Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Changing Lifestages 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, and analysis of consumer profiling and targeting.

What else does this report offer?

An investigation of the Changing Lifestages consumer 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 Changing Lifestages

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

Manufacturers can design their products to meet the most pressing needs of today’s consumer by understanding consumers attitudes and behaviors as captured in a unique 2015 consumer survey

Improve product targeting to different consumer groups through understanding how consumer opinions and perceptions are changing on topics such as health, quality and value, by age and gender

Quickly pinpoint the best opportunities for products as data is presented in a highly visual and engaging style

Stay ahead of competitors and know what consumers want next with recommended actions which clearly identify how to successfully adapt product strategies to the latest trends

Regional and local survey data from across 48 countries helps brands to meet the needs of their specific market, as well as highlighting new countries for expansion

Key findings
Executive Summary
Key findings from across the globe
Introduction to Canadean’s Consumer Trend Framework
Introduction to Canadean’s Mega-Trend framework
Country report coverage
Canadean sub-trends
Overview of sub-trends within the Changing Lifestages Mega-Trend
Overview of the key sub-trends
Varying attitudes to health amongst different lifestages
Consumer attitudes towards health claims
The most salient health concerns by region
Consumer perceptions of product claims
Consumer attitudes to alcohol consumption
Key recommendations for manufacturers
The impact of value amongst different lifestages
Attitudes to financial wellbeing
Importance of discounters in the search for value
Importance of price to consumers
Importance of promotions to consumers
Key recommendations for manufacturers
How quality is perceived at different lifestages
Effect of financial security on quality seeking
The importance of an established brand
Consumer perceptions of locally sourced ingredients
Consumer perceptions of craftsmanship
Key recommendations for manufacturers
Differing approaches to beauty
Consumer attitudes to, and perceptions of, appearance
How attitudes to appearance impact consumer choice
Key recommendations for manufacturers
Studying the appeal of new experiences in FMCG
Identifying who can be targeted with new, experimental product development
Considering the appeal of exotic flavors and scents
Considering the appeal of hot and spicy flavors
Key recommendations for manufacturers
About Canadean

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