Research on COVID-19 Influence & Acceleration of Trends


Global market research company Euromonitor International reveals the trends that will define consumer behaviour and influence business strategies this year in a new report, “Top 10 Global Consumer Trends 2021". The COVID-19 pandemic created, influenced or accelerated each trend.

In 2021, consumers:

  • Expect purpose-driven initiatives that support the triple bottom line—people, planet and profits (Build Back Better). Nearly 70 percent of professionals expect consumers to be more concerned about sustainability than before COVID-19.
  • Desire the ease of on-the-go, impulse and spontaneous occasions and simplicities of pre-pandemic life (Craving Convenience).
  • Reconnect with nature and turn to open-air venues for leisure and to safely socialise (Outdoor Oasis).
  • Use digital tools to stay connected at home and to facilitate safer procedures in brick-and-mortar outlets (Phygital Reality).
  • Gain newfound flexibility, scheduling activities in a non-conventional order to suit individual time demands (Playing with Time).
  • Distrust media and governments, defying misinformation and putting their needs first (Restless and Rebellious). In 2020, 29 percent of global consumers were actively involved in political and social issues.
  • Demand contactless services, exceptional sanitation standards and products that enhance hygiene and immunity (Safety Obsessed).
  • Reassess priorities and identities in pursuit of a more fulfilled life and improved mental resilience (Shaken and Stirred). Depression and mental health had a moderate or severe impact on 73 percent of global consumers’ everyday lives last year.
  • Budget cautiously and purchase value-added and affordable products and services (Thoughtful Thrifters).
  • Find a new work-life balance, as remote collaboration redefines the traditional office environment (Workplaces in New Spaces). More than half of global consumers previously had a strict boundary between work or school and personal life.

“2021 will be a pivotal year,” said Alison Angus, head of lifestyles at Euromonitor International.

“Tailoring strategies to these emerging consumer trends will empower businesses to endure the unexpected and overcome adversities.”