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The 5 trends that will shape consumption in Europe and that companies should take into account


The 5 trends that will shape consumption in Europe and that companies should take into account

Europe is a market that, despite being made up of many much more specific and very different markets, has certain common lines that make it not very difficult to find generalized trends in consumption in the area. The region has seen, for example, how the impact of the crisis had a fairly generalized effect on its consumption patterns or is marked by unique laws that affect the entire area. The Old Continent is, therefore, a space in which general trends can be seen. And what will be, now that we are entering the final stretch of the year, the general trends that will affect brands in the near future? Mintel has just released an analysis with the 5 key trends that will shape consumption in Europe in 2016, changing both consumer decisions and the role that brands have to play. In short: technology, environment and community laws will change what buyers want and what brands must offer. The boom of virtual reality and augmented reality Mintel how to get a chinese mobile number are not discovering anything new: in recent times many have been those who have announced the potential of augmented reality and virtual reality as a new factor to take into account for consumption. However, what these analysts have done is set a date. Virtual reality and augmented reality will enter the consumer game in Europe in the coming year. What will they use them for? These tools will serve to “entertain, test and train”, according to the forecasts. Consumers are already beginning to know these types of tools and to be aware of their potential and their possible uses, which means that the figures regarding the interest they arouse are increasing. This predisposes consumers in a positive way and creates an opportunity that brands should take advantage of, since they allow to work on areas in which customers often have problems (such as understanding how something works) or need a little push to be sure with the product (as a ‘preview’). The beacons will stop to be part of the brand game


In the list of changes marked by new technologies, the field of beacons will also come into play. “The beacons are here and are increasingly integrated into society,” they point out in the analysis. This tool, which allows you to welcome when you arrive at a store or send personalized offers and information that encourages the purchase, will be increasingly popular and will be more used by brands. Consumers will also be more receptive to them, first because millennials are already becoming early adopters and second because the mobile broadband user base is growing. Legal changes will boost natural and European products One of the rules being discussed now is the Transatlantic Trade and Investment Partnership (TTIP), the trade agreement between the United States and Europe that will make the export and import of products much easier. The agreement is also surrounded by a lot of controversy, since in Europe it is feared that the market will be filled with products that do not respect the food and environmental safety regulations that prevail in Europe, which are more restrictive than those in the United States. The regulations will have an effect, analysts say, on consumption, since in many Community markets there is a very high percentage of consumers who are already determined not to buy these products. Distrust towards what comes from outside will increase over the months, analysts hope, and will have a direct effect on Betting Email List habits. American brands will have much more trouble seducing European consumers and, as much as the regulations do not oblige them, they will have to change their compositions in order to seduce these consumers. In addition, Mintel analysts anticipate that a certain trend will be created towards ‘European patriotism’ in consumption, causing consumers to buy many more products of European or much more local origin, and also towards the consumption of more natural products. From water to responsible brands Can water and the consumer’s relationship with it become the next great engine of consumption? Although it may seem that water is a kind of circumstantial element or one that raises many more concerns among consumers in other markets, the truth is that water is going to become a crucial element in consumption issues in Europe in the immediate future. . So much so, in fact, that Mintel’s forecasts position it as one of the five key realities that will change the consumption patterns of Europeans in 2016. It does not matter that in Europe periods of great droughts or problems derived from water scarcity are not anticipated. Europeans are consumers increasingly aware of the general problems associated with water and want to be more responsible. “Innovations and corporate social responsibility practices with regard to the origin of water, recycling and conservation are going to become paramount in the European market,” they explain in the Mintel analysis. Consumers will be more favorable to those brands that are responsible in relation to water. In fact, more and more consumers are interested in concentrated products or those that do not need water. 81% of Spanish consumers, indicated in the analysis, are interested in concentrated dishwashers and the figures are also high among Europeans who want beauty and personal care products that require less or no water. Space and time have become new factors that determine consumption Europeans are increasingly taking into account space and time issues when making purchasing decisions, which means not only that they are increasingly concerned about speed or not wasting time but also that they are beginning to see their relationship with customers. places and things differently. In this new consumer space, Europeans no longer need to own the things they consume. Now the era of borrowing and trading has begun. Services such as Airbnb, in which consumers do not reserve a hotel but space in the house of others, are an example of what Europeans are looking forward to in the future. “Uber’s development is creating protests and competition, but whether or not legislators cut their wings, the model is here to stay,” explain Mintel analysts, who point out that new initiatives, such as Spain’s LetMeSpace (to rent storage rooms between individuals), makes the collaborative model have jumped to many more levels and many more spaces.

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