It's a war out there—a battle for consumers' attention, time and of course, money. But getting shoppers to part with their cash means getting an understanding of their wants and needs. Euromonitor International has released a report that details some of the major consumer trends that will shape the retail landscape in 2016.


These 10 trends include:
• Agnostic shoppers,
• Buying time,
• Challenging aging,
• Changemakers,
• Gender blurring,
• Greener food,
• Mental wellbeing,
• Over-connected consumers,
• Shopping for control and
• Spending singles.


According to Euromonitor's analysis, consumption in 2016 is an interesting blend of established and new trends with countertrends, which are challenging ways of living and buying. Global instability, “greenwashing”—insincere brand displays of concern for the environment—and financial hardship have more people becoming “changemakers” in an effort to create a better world. As digital life retains its grip, and more shop for greater control of their lives though smart devices, a growing band of consumers—led by parents and health experts—are signposting the downsides and urging more analogue time.


Consumers are challenging gender stereotypes and the consumption that shapes them too, according to Euromonitor, while “agnostic shoppers” disregard loyalty to labels, “perfect produce” and best-before dates, as they search for innovative routes to value. Creative, single spenders are fusing the consumption of luxury with counterculture. Health consciousness has millions more wanting to eat greener, healthier and more local food, with fast food chains starting to respond. The fascination with mental wellbeing reveals consumers are looking beyond physical fitness in striving for optimal health.


For more on the consumer trends that are shaping how consumers, well, consume, contact Euromonitor International.