Top 10 consumer trends in 2014 – according to Euromonitor International

1. Impulse purchases become the main trend.

In 2014 shoppers will be looking for instant satisfaction, so they will often buy something first and think about whether they need it later. Technological development creates an excellent environment for this trend as it is enough to push a single button to purchase any kind of product or service, no matter where we are. For instance Master Card and media company Condé Nast developed the ShopThis app, which readers can use to buy the fashion items they see in Vogue or Glamour magazine.

2. Health trends enter the mainstream: we pay more for quality food.

While formerly a relatively narrow layer of rather well-off consumers was buying healthy food from sustainable production, these days private label groceries are also going in the direction of health and quality. A recent survey showed that online shoppers are willing to pay more for products containing extra nutrients and vitamins. In 2014 the biggest brands’ communication will mention healthy living, balanced diet, food made from quality ingredients and fighting

3. Environmental protection and social consciousness become important.

A growing number of consumers all over the world like to identify with products that come from sustainable production and support causes that are important for society. A new app called Buycott is more and more widely used: it shows the ecological background of our favourite brands.

4. Home and community as the main places of relaxation and entertainment.

A large number of modern shoppers would like to have a good time in their homes and not outside of it. They buy premium kitchen equipment and high-tech gadgets. What is more, they even do their big weekend shopping from their armchairs. The number of multi-generation households increased worldwide, so manufacturers will have to find a way to catch the attention of 2-3 generations with their ads.

5. Lack of work – free time balance is one of consumers’ main stress factors.

The imbalance between career and leisure time will be the primary source of stress for many people in 2014. Many say that because of mobile tools the line between the workplace and home becomes blurred. At the same time there are those who reckon this trend will solve problems as more and more people can work from their homes.

6. More consumers desire luxury products than before.

Shoppers not only demand luxury, but they want it cheap: Japan is a good example of this, where consumers buy terribly expensive cashmere sweaters in cheap boutiques and purchase gourmet coffee in discount stores.

7. Consumers are interested in what other consumers think and digital technology provides them with information.

Modern shoppers go online at once if they like or don’t like something about a product or service. They also want to know what fellow consumers think. Anyone can be the ambassador of a brand in just a few minutes and social media is prefect for spreading product information. In 2014 consumers may have much bigger influence on other people than the best-planned advertising campaign.

8. Post-recession consumer behaviour becomes the new standard.

Consumers got used to cutting back on their spending and despite improving economic conditions they follow the same strategy as in recession years. Discounters, price reductions and second-hand shops remain popular. People will be willing to visit more hypermarkets to get their favourite products at the best price.

9. Soon there will be an app for everything.

The world has never been more reliant on mobile technology than it is in 2014. Consumers are open to new apps and they are happy to pay for solutions that make their lives easier.

10. We like to show on the internet what we have eaten or purchased.

Instagram and Pinterest are perfect platforms for shoppers to show what they have eaten or bought on a given day. These services are increasingly popular – and not only among 15-24 year-olds.