Mintel's Global Annual Trends
2023
The five key trends that will impact the consumer landscape now, next and in the future.
Simon Moriarty
Director of Trends, EMEA
October 2022
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Table Of Contents
1
ME MENTALITY
5
INTENTIONAL SPENDING
2
POWER TO THE PEOPLE
6
CONCLUSIONS
3
HYPER FATIGUE
4
INTERNATIONAL LOCALISM
Introduction
Mintel's 2023 Global Consumer Trends combine global market and data analysis with our Trend Drivers to
provide a high-level overview of the key motivations and challenges that lie ahead for consumers. By
providing implications for the short, medium and long term, we highlight the most important issues that
brands need to think about when it comes to engaging with consumers in an ever-changing world.
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Global Trends 2023
'Me' mentality
Power to the people
Hyper fatigue
People are emerging from the
pandemic eager to refocus on
themselves. Brands can help them take
centre stage as they navigate through
this period of reinvention.
Brands have to make room for a new 'c'
in their c-suite: consumers. Brands can
step back and allow consumers to be
the creative centre of innovation.
Consumers are becoming fatigued as a
result of the fast pace of daily life,
increased use of technology, and
having to move from crisis to crisis,
requiring the assistance of brands.
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Global Trends 2023
International localism
Intentional spending
With so much global uncertainty (the economy,
sustainability, supply chains and conflict), there will
be a greater movement to protect local resources
and boost local businesses.
Moving through uncertainty requires a wise use of
resources. Consumers are refocusing on what value
means to them, and spending more intentionally.
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ME MENTALITY
Post-pandemic consumers will be eager to refocus on themselves and brands can help them take centre
stage.
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Now: the next 12 months
Identity is built on daily routines and habits that
accumulate over years. The pandemic disrupted much
of this routine, leaving consumers with a chance to
redefine who they are. Brands are responding to this
need to solidify and celebrate one's individuality
through experimentation.
Consumers may want to stand out rather than blend
into the crowd, but might not know how to do so. By
celebrating the interests that make them unique,
brands can help give consumers the assurance they
need to try something new or help them rethink who
they are.
Consumers are ready for a confidence boost; brands
can provide this to them in the form of new
experiences and products that feed their curiosity as
they form new tastes, routines and preferences that
align with who they are or who they want to be.
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Next: 18 months-two years
As consumers look to build up new parts of their
identity, brands can help fill in the gaps with offerings
that help them grow their skills and gain mastery in
new areas.
Consumers want to quickly move forward and make up
for lost time by diving into their preferred pursuits
with gusto, seeking personalised products and services
that match their skill level.
Consumers will look for ways to become more resilient
to change as they prepare for the uncertainties of the
future. Demand for mental health and wellnessfocused products will grow as consumers look to
understand their blind spots and actively work to
overcome them.
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Future: five years+
As consumers build familiarity with virtual technology,
they will want to control which parts of themselves
live in these digital spaces.
Consumers will use the emerging metaverse to develop
unique identities that match their digital surroundings.
This will result in fragmented identities, where
consumers build-out and express different parts of
themselves online depending on the platform or
context they're working within.
With this, there will be a stronger movement toward
data privacy and consumer protection as consumers’
digital footprint becomes more robust and layered.
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Consumer data
NOW
NEXT
FUTURE
37%
49%
45%
of UK social media users agree that
using social media leads them to
compare themselves to others
of Brazilian consumers would be
interested in products that provide
benefits to their mental or
emotional health
of Thai consumers agree that new
technology products/services that
can be incorporated into their daily
life would be appealing
Base: UK: 1,783 consumers aged 16+ who have used social media in the last three months; Brazil: 1,500 consumers aged 16+; Thailand: 2,000
consumers aged 18+
Source: Kantar Profiles/Mintel, May 2022, November 2021; Dynata/Mintel, April 2022
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What we've seen
Pinterest has launched Shuffles, a collage-making app
popular with Gen Z content creators
Argentine winemaker Maal has launched a wine box that
allows users to create their own blends
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POWER TO THE PEOPLE
Brands have to make room for a new 'c' in their c-suite: consumers. Activist consumers are investing, cocreating and voting for change alongside brands.
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Now: the next 12 months
Consumers are investing, co-creating and voting for
change alongside brands.
Responding to this demand requires brands to look
both forward and backward simultaneously: they must
ask for feedback on how consumers use products
they've already purchased and use this feedback to
push new innovation forward.
Whether it's a viral recipe or an influencer-curated
thrift store, entrepreneurial behaviour is occurring on
a smaller scale, with individuals creating and sharing
concepts that offer joy and convenience. As explored
in the Mintel Trend Influentials, the influencer model
is evolving to prioritise creators. Brands can harness
that creative spirit and invite consumer perspectives
into every component of the brand process.
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Next: 18 months-two years
NFTs and Web3 communities are opening up new
channels for brand investment, with NFT collections
serving as a form of customer ownership and a direct
connection to the brand's overall success and growth.
Digital assets will be a point of entry for actionoriented consumers who want to help shape the
direction of the brands they love.
Brands will be put in the position of being both
student and teacher as they navigate this new digital
territory alongside consumers.
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Future: five years+
Large, legacy brands will be fragmented into smaller,
more targeted business units as they cater to the
niche identities of loyal consumer investors.
For consumers, a new era of social signalling emerges
as they feel more intertwined with the ethics of the
brands they're invested in. What people wear, eat and
drive won't just signal status, but will be a detailed
account of their attitudes and beliefs.
Advances in technology that allow for extreme
personalisation across categories will leave less room
for mass-market products to drive collective appeal.
Brand partnerships will evolve as a way to bring
curated value to consumers by combining products
that meet specific consumer needs and ultimately
focusing on psychographics more than broad
demographics.
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Consumer data
NOW
NEXT
FUTURE
90%
21%
76%
of Chinese consumers* are always
on the lookout for things that make
their lives easier
of US consumers are familiar with
and interested in digital-only items
(eg NFTs), increasing to 32% among
consumers aged 18-24
of Canadian consumers can think of
at least one brand they're very
loyal too
Base: China: 1,000 internet users aged 18+; US: 2,000 internet users aged 18+; Canada: 2,000 internet users aged 18+
Source: KuRiunData/Mintel, March 2022; Kantar Profiles/Mintel, April 2022, June 2022
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What we've seen
A user-generated Spotify playlist teaches listeners how to
cook kimchi fried rice
The Norwegian Media Authority established a network to
involve teens in digital security
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HYPER FATIGUE
Consumers will try to cut through the noise and connect with what matters to them, and they need brand
support to overcome the things that overwhelm them.
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Now: the next 12 months
Reduced FOMO and being forced to slow down gave
some consumers the chance to reevaluate their lives.
The pause on new out-of-home experiences, the
comfort of old favourites and having time to
appreciate the tactile experience of products were
among the highlights of spending more time at home.
Consumers are emerging from the pandemic into a
cost-of-living crisis in many regions. Lower-income and
even financially secure consumers will want to prepare
for future uncertainty as the economic forecast in
many regions appears to be negative.
Technology is also advancing rapidly, but people
remain unconvinced of its actual benefits in spaces
like the metaverse, NFTs or cryptocurrencies, which
can make them feel disengaged.
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Next: 18 months-two years
Consumers will find meaning, solace and a restored
sense of purpose in reconnecting with their
surroundings, communities and themselves.
We will see a polarised response to relaxation and
unwinding in the wellness space; retreats that offer a
digital detox and the opportunity for consumers to
immerse themselves in nature will appeal to some,
while others will navigate their wellbeing through
wellness apps.
In response to consumers' financial pressures, brands
should continue to offer solutions to manage costs and
tap into their demand for escapism, exploring
opportunities to collaborate and help consumers
establish new connections.
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Future: five years+
Demand for convenient options and interactive
experiences will only continue to grow, implying that
technology will continue to play a vital and influential
role in consumer experiences.
However, brands will need to establish boundaries to
bring order to the influx of information and initiatives
to enable consumers to form healthy connections with
resources in the technology, wellness and leisure
spaces.
Functionality will go a long way towards serving the
underserved. Digital advancements have already had
an impact and carved out a space in the tech segment,
which we will grow as more consumers look to brands
for practical solutions.
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Consumer data
NOW
NEXT
FUTURE
49%
51%
50%
of US consumers say in the past
year they experienced stress; 38%
experienced anxiety, 22% mental
exhaustion, and 20% burnout
of UK consumers who use
hand/body/footcare products use
them to boost their mood
of Latin American consumers*
would like to be among the first to
try new technologies
Base: US: 2,000 internet users aged 18+; UK: 1,712 internet users aged 16+ who use hand/body/footcare products; Argentina, Chile, Colombia,
Mexico, Peru: 1,000 internet users aged 18+ in each market; Brazil: 1,000 internet users aged 16+
Source: Kantar Profiles/Mintel, November 2021, June 2022, March 2022; Offerwise/Mintel, March 2022
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What we've seen
TWT has announced a break from Instagram, stating it does
not serve the brand's purpose
La Anonima has an aisle that displays products from
companies reducing their carbon footprints
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INTERNATIONAL LOCALISM
Supporting local businesses allows consumers to protect themselves financially, environmentally, and
psychologically while also feeling good about themselves. What 'local' means is also changing, with
geographical location no longer the be-all and end-all.
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Now: the next 12 months
Brands are moving beyond simplistic readings of what
it means to be 'local' and increasingly linking localism
with sustainability and transparency – by letting
consumers look behind the scenes via live streams,
social media posts and QR codes.
Local is increasingly synonymous with 'beneficial to
the local community'. This is why dark stores have
sparked controversy in many cities. While they provide
the convenience of super-fast delivery, they may also
be a nuisance to residents.
In China, many global brands have followed Guochao,
a trend of incorporating traditional Chinese cultural
elements into products. This kind of strategy will only
work if global brands can demonstrate a genuine
understanding of the ethos of local movements.
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Next: 18 months-two years
Rising financial uncertainty and geopolitical disruption
will push consumers to seek a sense of belonging and
grow more bonded to the local environment.
Consumers will be drawn to brands that stamp their
authenticity on the items they produce and sell. While
international and local brands are increasingly
collaborating with local artists, brands would benefit
from allowing local communities and creators to take
charge of projects.
Protecting local businesses will no longer be limited to
those located geographically nearby and could evolve
into a global sense of international localism. Global
brands can highlight how their local stores, employees
or profits are being used to better each of the
communities in which they are present.
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Future: five years+
The conflict in Ukraine has highlighted the
vulnerabilities of supply chains and potential
disruptions to global food security. In the longer term,
this will drive brands to explore working with local
suppliers or at least shift to a more diversified
sourcing structure and not just in the food and drink
category.
Global supply chains will not go away, though. As the
effects of global warming become more apparent,
consumers will question whether global brands take
their local commitments seriously.
Eco-conscious consumers will demand the traceability
of raw materials and more transparency around how
brands are conserving local resources, especially in
the developing world. Consumers will want proof of a
brand's ethical credentials, including staff welfare.
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Consumer data
NOW
NEXT
FUTURE
62%
60%
71%
of Malaysian consumers* say they
would like to know more about the
people who produce the food/drink
they buy
of US consumers* prefer to be
associated with companies/brands
that align with their values
of German consumers say it is
worrying to think about the world
they are leaving behind for future
generations
Base: Malaysia, US: 1,000 internet users aged 18+ in each market; Germany: 2,000 internet users aged 16+
Source: Rakuten Insight/Mintel, March 2022; Kantar Profiles/Mintel, March 2022, January 2022
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What we've seen
Farm Fresh has piloted an initiative called Milk on Tap
McDonald's is inviting consumers to support Spanish farmers
affected by wildfires
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INTENTIONAL SPENDING
Factors like flexibility, durability and sustainability will play increasingly important roles in consumers’
value equation.
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Now: the next 12 months
With reduced discretionary funds to spend, more
consumers are forced to evaluate what's most
important to them – what they need. This spans their
immediate needs (food, shelter or clothing), what
brings them pleasure and escape (eg
vices/entertainment) and their longer-term goals (eg
home ownership/international travel).
Consumers are looking for new solutions and brands
that save them money while maintaining their
standard of living. Setting budget goals and
consumption priorities will be the norm as they
reevaluate their financial situations.
Being thrifty and sensible with one's resources is
becoming trendy, smart and admirable. Expect an
empowering mindset shift from 'making do with less' to
'needing less'.
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Next: 18 months-two years
Changing financial circumstances faced by consumers
will affect their purchases, habits, lifestyles and
personal values. Empowered with a new set of
priorities, consumers will feel liberated and hone in on
the things that matter to them most.
Consumers will want to buy fewer but better quality
products that last longer, have a timeless aesthetic, or
are modular, adaptable and repairable. They will
continue to be exposed to claims like authenticity,
provenance and sustainability.
Constant communication of these features by brands
will lead consumers to look out for these benefits and
appreciate products that do what is claimed. For the
fewer products they seek to own, consumers gravitate
toward brands with a proven track record of honesty,
efficacy and stellar reviews.
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Future: five years+
The future will see an increased focus on 'value with
purpose'. Essentially, this means what broader
purposes are served by purchasing products and
services from a particular brand. Consumers will
extend their need for purpose from the product to the
producer, seeking to buy from brands that align with
their ethics and beliefs.
During the pandemic, consumers stood by those brands
that showcased their values by supporting local
communities. Those that work with local suppliers and
creators will be seen as taking up positive roles within
communities rather than just profiting from them.
The contributions that brands make to ongoing issues
of equality, inclusivity and sustainability will help
consumers weigh up the relative value of brands with
purpose.
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Consumer data
NOW
NEXT
FUTURE
80%
55%
76%
of Indian consumers who bought
groceries in the last three months
agree retailers guaranteeing low
prices are more appealing
of Chinese consumers who own or
plan to buy personal care
appliances think durability is one of
the most important factors
of US consumers say grocery
retailers should do more to prevent
food waste
Base: India: 3,000 internet users aged 18+; China: 2,970 internet users aged 18-59 who own or plan to buy personal care appliances; US: 1,921
internet users aged 18+ who do grocery shopping in-store
Source: Ipsos Observer/Mintel, January 2022l; KuRunData/Mintel, January 2022; Kantar Profiles/Mintel, January 2022
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What we've seen
Chinese designer brand Xiaozhu features cost of materials
and manufacturing on its price tags
SmirkArt upcycles discarded makeup into eco-aware art
materials for kids
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CONCLUSIONS
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Key Themes for 2023
Empowerment
Simplification
Value
Consumers' natural scepticism
increases in times of economic
uncertainty.
The world feels messy and confusing.
Brands must communicate both explicit
and implicit value.
Giving them more power over their
own identities but also the direction of
a brand can help them feel on solid
ground.
Brands need to provide clear,
straightforward solutions, expert
guidance and streamlined transactions
to make consumer decision-making
easy, transparent and fun.
What consumers get for their money
and how they feel about supporting a
brand's purpose are the twin drivers of
choosing one brand over another.
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Meet the team
Speak to your Account Manager to book a meeting to discuss how the 2023 Global Consumer Trends will impact your
business.
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Meet the Expert
Simon Moriarty
Director of Trends, EMEA
smoriarty@mintel.com
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