Consumers

Want to understand what influences consumer behaviour in different countries? Our team of consumer experts includes analysts in 100+ countries, helping you stay close to your consumer.

Connect with your target consumer through tailored strategies

We explore key areas of the consumer landscape to help you expand your customer base. Our experts identify demographic shifts, changing consumer preferences across diverse markets and the correlation between income and expenditure patterns that are driving purchasing decisions.

By understanding these core themes, your business can craft personalised consumer experiences that align products, pricing and marketing strategies with customer values and needs. A tailored approach enhances relevance and will drive long-term success.

Consumer themes

Consumer insights

[Opportunity Minded] Do You Need to Rethink Consumer Segmentation?

Improve your approach to consumer segmentation with actionable insights from this episode of Opportunity Minded.

Watch now
Market Research in Action Consumer Trends

Rethink Reliance on the US Market: Where to Diversify in a Fragmenting World

The Trump administration’s continued focus on “America First” is reshaping global trade dynamics. With risks and uncertainty surrounding tariffs, cross-border logistics, and trade restrictions, reassessing reliance on the US market and diversifying into new consumer markets has become the top strategic imperative for businesses. This article provides a data-led guide to where businesses should look next and why, using our Alternative Market Opportunity Index.

Consumer Trends Economies

Adapting to Uncertainty: The Impact on US Consumer Income and Expenditure

President Trump’s 2025 package of higher tariffs, tax cuts and tighter immigration controls is reshaping US consumer markets. Uncertainty and rising inflation expectations are dampening demand, and spending growth across all categories is expected to moderate, with no clear winners. While many incentives may sunset with the 2029 term limit, elevated tariffs and weaker investment incentives are likely to suppress confidence and spending for at least another two years post-administration.

Income and Expenditure Trump Policies

Unlocking Three Types of Consumers to Drive Brand Engagement

Segmenting your consumers is crucial for effectively targeting the right audience. Join our experts to learn how to connect with your customers more deeply or expand your audience. In this discussion, you’ll hear about three consumer types—Wellness Enthusiasts, Brand Champions and Connected Shoppers—and the factors influencing their purchasing decisions, so you can cater to their preferences.

Consumer Trends Digital

K-wave in Southeast Asia webinar

This webinar will explore how Korean companies and brands are aligning their business strategies to meet the rising expectations of Southeast Asian consumers, and how local companies are leveraging the K-Wave to connect with their markets.

Consumer Trends Asia-Pacific
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Grow your reach by understanding consumers in different markets

 

Our research enables you to build tailored consumer profiles for different countries through the lens age, household types, income and expenditure patterns. By incorporating consumer survey data, we provide deeper insights into the behaviours, trends and influences shaping purchasing decisions and lifestyle choices.

Assess different consumer segments across demographics and economic indicators to help tailor products and build effective marketing strategies for a diverse range of consumers.

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Consumer-driven strategies

Start unpacking the biggest consumer trends, demographic shifts and understand how different income and expenditure patterns are influencing your consumer's purchasing decisions.

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Learn more about Passport

  • 40+ years of historic data and forecasts to 2040
  • Over 200 countries and regional aggregates researched
  • Population by single-year age groups
  • Population by gender
  • Health of populations, including life expectancy and obesity
  • Net migration
  • Future demographics model and reports for 103 countries
  • Analysis of how country demographics are changing
Demographic insights

Unbanked population analysis; financial access evaluation; consumer behaviour understanding

Market viability

Market sizing; feasibility evaluation

Product assessment

Product potential analysis; growth opportunity identification; market trend analysis

  • 40+ years of historic data and forecasts to 2040
  • Number of households
  • Possession of household durable goods
  • Households by number of children
  • Households by number of rooms
  • Analysis of changing family structures
  • House prices
  • Over 200 countries and regional aggregates researched
  • Household reports for 103 countries
Product adaptation

Align products with family size shifts; address changing consumer demands; innovate to stay competitive

Market prioritisation

Spot growth potential; target emerging consumer segments

Demographics analysis

Build detailed demographic profiles; enhance client marketing strategies

  • 40+ years of historic data and forecasts to 2040
  • Over 200 countries and regional aggregates researched
  • Income and wealth distribution model
  • Consumer expenditure by category, age, economic status and type of household
  • Analysis of country and global consumption patterns
  • Income and expenditure reports for 103 countries
Customer engagement

Strategy development; youth engagement; brand loyalty enhancement

Personalised strategies

Income segmentation; market prioritisation; customised marketing

Pricing models

Revenue optimisation; competitive positioning; profitability improvement

  • Behaviours, attitudes and opinions of consumers
  • How people live and the factors influencing lifestyle choices
  • Eating, drinking and spending preferences
  • Identify and quantify megatrends
  • 40 countries researched
Consumer profiling

Consumer type analysis; key demographic identification; customised marketing strategies

Lifestyle analysis

Global, regional and national lifestyle trend evaluation; consumer behaviour examination; product development insights

Channel preferences

Channel preference identification; shopping motivation exploration; distribution strategy optimisation

Questions we help answer

Euromonitor’s market research reports are an excellent starting point to understand which demographic shifts are taking place and how they will impact different aspects of life. For more detailed data analytics and insights around how these changes will affect specific economies, governments and consumer markets, Passport is the resource you need.  

Our Passport spending by income bands tool allows you to analyse and compare a variety of trends and their impact on consumer expenditure across countries. For more custom research on how these factors will directly impact your industry, business and target consumer segment, our consulting team is ready to help.

Euromonitor’s market research reports are an excellent starting point to understand how consumer behaviours alter according to regions and countries. For more detailed data analytics and insights, combined with the ability to directly access consumer survey data, Passport is the resource you need.

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