Authenticity is the standout consumer value this year, according to market research company Euromonitor International’s Top 10 Global Consumer Trends for 2017 report.

It cites such examples as AirBNB’s Guidebooks feature, which lets owners share local information, food apps that help consumers know more about what they are buying, and tour companies that promote “unplugged” vacations to help consumers escape the digital world.

“Consumers are now more demanding of products, services and brands than ever before, and are using digital tools to articulate and fulfill their needs,” says Euromonitor International’s consumer trends editor Daphne Kasriel-Alexander. “They want authenticity in what they buy and expect elements of personalisation in mass-produced as well as upscale items.”

Healthy living is becoming a status symbol as more consumers opt to flaunt their passion for wellness through paying for boutique fitness sessions, “athleisure” clothing, food with health-giving properties and upscale health and wellness holidays, says Kasriel-Alexander.

“This is reflected in a thriving menu of more esoteric, boutique fitness workout choices in urban hubs and spas.”

She says healthier eating options and fitness supplements are part of the trend, which even embraces pet food.

Highlighted trends include…
+ Ageing: a changing narrative
+ Consumers in training
+ Extraordinary
+ Faster shopping
+ Get real: the allure of authenticity
+ Identity in flux
+ Personalise it
+ Post-purchase
+ Privacy and security
+ Wellness as a status symbol

The free report can be downloaded from Euromonitor’s website.