EUROPE TRENDS 2018 - Frederic SANUY
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EUROPE CONSUMER TRENDS 2018
E D I T O R ’S
PAGE 5
Sea Change
Ocean plastic
N OT E fashion and recycled
packaging launches,
ingredient bans
and activism are
focusing consumer
Hello and welcome to the and government PAGE 17
consumer trends that we believe attention on maritime
conservation. Shareholders
will define the European region in
the coming year and beyond. Hacks and data disclosure
legislation form a new
breed of consumers
Our trend predictions This year’s predictions
who will hold on tight to
are the product of are in many ways
their data and demand
a methodology that reactions to the
something in return
encompasses four emerging challenges— Richard Cope before sharing it.
components: we take environmental, political, Senior Trends
account of the pending technological and Consultant PAGE 27
political and legislative psychological—we’re
events and product seeing across our Teenaiders
launches due in 2018; region, but we are Teens are increasingly
the appetite amongst confident that you can defined by anxieties
consumers for these turn them to the good around image, health
evidenced by Mintel of your business and and work, and are
consumer research; to the benefit of your looking for brands to
the momentum in fellow consumers. alleviate the pressure PAGE 35
innovations we are and help them build
seeing from our team Best wishes for
Accountants
both their confidence
of global trend spotters; the year ahead. Catherine Cottney and prospects. In a world of post-truth politics
and the opinions Manager of Trends, and unsubstantiated media,
of Mintel’s expert EMEA consumers are looking for brands
industry analysts. to court them with transparency,
simplicity and evidence.
45
SEA CHANGE
SEA
CHANGE
Ocean plastic
fashion and recycled
packaging launches,
ingredient bans
and activism are
focusing consumer
and government
attention on maritime
conservation.
67
SEA CHANGE
What’s Happening In 2018? More food and
beauty brands seek
We expect that more and and cosmetic products With Adidas making one
to highlight and
more brands will offer containing microbeads, and million shoes from recycled safeguard the purity
education and leadership Scotland’s commitment to ocean plastic and Procter
with clean, safe and a deposit return scheme & Gamble committed to
and future supply of
sustainable products that on plastic bottles, are introduce 25% recycled their ocean ingredients.
distinguish them from the initiatives that many plastic across 500 million
competition as more food European countries wish bottles sold yearly on its
and beauty brands seek to to emulate, with Sweden haircare brands, perceived
highlight and safeguard the set to do so for microbeads polluters will be forced
purity and future supply of by 2020. Politics will also to follow. Coca-Cola has
their ocean ingredients. focus European consumer already responded to
attention on marine pressure by raising its 2020
Lobbying campaigns by conservation, with Brexit recycling target to 50%.
Greenpeace will make negotiations putting fish
consumers more aware stocks on the agenda as
of ocean plastic and its the UK withdraws from
impact on wildlife and the London Fisheries
their own health. The UK Convention and Common
government’s ban on all Fisheries Policy in 2018.
‘rinse off’ personal care
Government and lobbying campaigners
will make consumers more aware of
ocean plastic and its impact on wildlife
and their own health.
89
SEA CHANGE
Trends in Action
Ganamos
Reciclando recycling
machines reward
consumers with
points when they
Negozio recycle materials
Leggero has 13 like paper or plastic
stores stocking bottles.
more than
1,500 package-
free products
across Italy and
Switzerland.
Procter & Gamble In Spring 2017, Adidas
plans to introduce 25% debuted their new editions
recycled plastic across of its popular UltraBoost
500 million bottles sold shoe, all made from plastic
yearly on its haircare debris found in the ocean.
brands.
Grandes Origines
Saumon Fumé d’Ecosse
(Smoked Scottish Salmon)
is marketed as being
selected from sites
known for their quality
of water, heralding a
new era of sourcing from
unpolluted areas.
10 11
SEA CHANGE
Why Consumers like suggestions
about sustainable
alternatives, while
Will Buy Into This two in five UK
women aged 16-24
would like to see
more eco-friendly
fabrics used in
clothes. Across
Europe, Mintel finds
The 267 species of decade, according to drink water a quarter of Spanish
seabird and 61% of to the Plastic from a recyclable and German
turtles with plastic Pollution Coalition. bottle. Meanwhile, consumers agree
in their digestive Lobbying isn’t two-fifths of Brits that being “better
tracts aren’t alone, about to stop either, agree that pollution for the environment”
with a third of the with Greenpeace levels in the source is the number-one
fish and shellfish highlighting that area of water are reason for buying
humans consume just 14% of the a concern. natural and organic
containing plastic 600 billion bottles products; this is
too, according to produced globally Sustainability and followed by around
Plymouth University. in 2018 will be the environment are a fifth of Italian and
The problem is recycled. This is high on consumers’ French consumers.
escalating, with the despite the fact that, agenda, as Mintel
volume of ocean according to Mintel, research finds more
plastic predicted to 66% of Polish than half of UK fish
double in the next consumers prefer consumers would
66% of Polish consumers
prefer to drink water from a
recyclable bottle.
12 13
SEA CHANGE
Brands are responding to from unpolluted areas.
sustainability demands, as While in Spain, Ganamos
in Italy and Switzerland, Reciclando combines
Negozio Leggero has recycling machines with
13 stores stocking more incentives by rewarding
than 1,500 package-free consumers with points when
products and, in France, they recycle materials like
Grandes Origines Saumon paper or plastic bottles. The
Fumé d'Ecosse (Smoked machine gives out money-
Scottish Salmon) is off vouchers, discounts in
marketed as being selected certain stores and, in some
from sites known for their cases, small amounts of
quality of water, heralding actual cash.
a new era of sourcing
UK consumer attitudes towards recycling products 79% believe
49% would people
be interested 72% would be should be
in buying interested in buying incentivised
fashion items products with to recycle
made wholly/ packaging made plastic
partially wholly/partially from 73% would like
from recycled plastic to see more
recycled food/drink that
plastic is guaranteed to
be sourced from
(unpolluted)
waters
Base: 2,000 internet users aged 16+
Source: Mintel Reports 2017
Where Next?
Whilst plastics
won’t be wholly
with soluble pod
packaging, and
and lobbyists
will compel them
The world’s
demonised (they
prolong shelf-life
and prevent food
more retailers
dispensing with it
completely. In food,
to embrace.
leading market
waste) intensified
eco-lobbying
will produce
drink and beauty,
we’ll see pure,
unpolluted sourcing
We may well
see social
intelligence agency
more recyclable mainstream as a
stigmatisation What you need to know
products. Expect claim and natural about consumers, markets and
to see incentives exfoliators like of plastic cups innovation, now and in the future.
and initiatives like salt and sand
sponsored ‘reverse’ championed
and cling film,
vending machines alongside other and more How do we do it?
Mintel’s global, specialist team of world-class analysts use
(such as those sustainable marine
which accept used ingredients.
pioneering the most credible source of data, news and opinion. They
mine that data for innovation, trends and inspiration, so they
beverage containers brands can give you a clear insight into what’s next.
and return money to Fashionable,
the user) as well as premium ocean
innovating
more government- plastic products will with soluble Credible Data
Innovation Trends
backed variations promote this trend
on plastic-bag in the coming year,
pod packaging. Expert Team
50+ years of
Leading Industry
Forecasting
industry experience What’s next?
taxes. We may but its consumer
well see social adoption will be
stigmatisation driven by health Consumers Markets
of plastic cups and saving money,
and cling film, whilst for brands it
more pioneering will become a norm
brands innovating that governments
16 17
SHAREHOLDERS
SHAREHOLDERS
Hacks and data
disclosure legislation
form a new breed of
consumers who will hold
on tight to their data and
demand something in
return before sharing it.
18 19
SHAREHOLDERS
What’s The data consumers are
generating is escalating,
but this data is creating
General Data Protection
Regulation (GDPR)
legislation, which from
Happening vulnerabilities, as high-
profile hacks of Yahoo
accounts and the
May 2018, will compel
all businesses to seek
consumer consent, disclose
In 2018?
WannaCry malware crisis tracking and offer the right
have shown. In response, to be forgotten, when it
consumers will protect comes to data disclosure.
themselves with software This effectively reboots the
and behaviours learned digital settings of the brand-
from the more streetwise, consumer relationship and
private approach of from now on brands will
younger generations. need to proffer economically
or personally compelling
At the same time, incentives for consumers
governments are providing to resume sharing their
protection, with the UK information with them.
seeking to emulate the EU’s
Consumers will protect
themselves with software
and behaviours learned
from the more streetwise,
private approach of
younger generations.20 21
SHAREHOLDERS
Why Consumers savings, discounts and
personalised offers. For
example, over half of UK
UK willingness towards
sharing financial data with
Will Buy Into This consumers would be willing
different providers
to share information from a
smartwatch or fitness band
with an insurance company
to help calculate the cost of
Mintel research reveals from hackers/fraudsters. their plan.
strong consumer concerns Meanwhile, two-thirds 75% My
around both the tracking of of Brits worry about main bank
their data and companies’ how brands track their
ability to safeguard it. online activities.
A meagre 8% of UK
consumers strongly agree However, consumers
Bulgari has developed
that banks can be trusted are also open to data its own app to protect
to keep personal data safe exchanges in return for personal data 41% Other
and passwords. established
banking
provider
28% Price
21% Other comparison
bank that is website
relatively new
in the market
17%
Technology
firms (eg
Google, Apple)
Base: 2,000 internet users aged 16+
Source: Current Accounts, UK 201722 23
SHAREHOLDERS
Wearable devices and device ownership remains has developed its own
smart TVs present major low too, with ownership app to protect personal
opportunities here, but peaking at 13% in Italy and data and passwords—a
companies will need to Germany (respectively), customised version of
incentivise consumers followed by 11% in France WISeID from Swiss
to raise their ownership and 9% in Spain. eSecurity firm WISeKey.
levels as according to Meanwhile, THERO is a
Mintel, less than one in 10 Bud, a technology platform physical desktop device out
French, German, Italian and based in the UK, links users’ of Spain that gives online
Spanish consumers own a financial services together privacy and protection a
smartwatch. Streaming TV in a single interface. Bulgari tangible form. Bud enables users to view and interact with
all their finances in one place
THERO is a
3D-printed desktop
device that allows
users to switch
between encrypted
communication
methods simply by Consumers
turning a dial.
are open to
data exchanges
in return
for savings,
discounts and
personalised
offers.Where
Next? MINTEL
As data creation grows in here is that brands are
BIG CONVERSATIONS
new forms—whether it is suddenly confronted with
biometrics, geolocation
apps or the Internet of
legislation that makes the
future of online advertising
Get insight and inspiration, engage in
Things (IoT)—more trusted about an unknowable user. meaningful conversations and explore
outsider brands will enter
the protection market. But Looking ahead, newly
the potential for your business to grow.
we’ll also see children and empowered consumers
teens lead an education will benefit as brands
drive amongst parents in solicit them. Whilst
regards to data privacy. discounting for data
Families will also be a schemes will mainstream,
focus for the increasingly we’ll also see more
on-trend desire for more creative data-sharing
private leisure capsules of initiatives that help
digital downtime by way of consumers to save time and
visceral, sensory or slower, better monitor their health
more mindful, analogue or their utilities spending.
experiences. The key issue
To find out more information on
any Big Conversation event email:
bigconversations@mintel.com26 27
TEENAIDERS
TEENAIDERS
Teens are increasingly
defined by anxieties
around image, health
and work, and are
looking for brands to
alleviate the pressure
and help them build
both their confidence
and prospects.28 29
TEENAIDERS
According to Samsung,
“Selfie Mode gives you the
tools to take your selfies to
another level creatively”.
There is a
growing
understanding
of the digital
pressures
facing young
people and how
What’s Happening In 2018? parents are
adding to these
problems.
Pan-European has fallen from youth-focused by Ofcom and These emerging according to the
studies reveal the 23.9% in March roles, telemarketing the University of pressures around World Health
economic, digital 2013 to 16.9% in and cashier roles Sheffield have online bullying, Organization
and emotional July 2017, these proving the most shown that the time body image (filters (WHO). By way of
pressures facing rates remain double vulnerable. spent online by and functions like response, we’re
today’s youth, the rates for the those aged 8-15 Samsung’s Selfie seeing more
demanding a general population There is a growing has doubled in the Mode have become mental health
response from and we’re starting understanding of past decade and the norm) and and well-being
consumer-facing to see automation the digital pressures that spending just academic stress charities—like the
brands. Whilst encroach on facing young one hour each day are contributing UK’s YoungMinds—
according to youth employment people and how on social media greatly to an 18% focused on the
Eurostat, youth prospects. Many parents are adding reduces happiness global growth in needs of today’s
unemployment job categories are to these problems. indexes by 14%. depression over youth.
across the EU-28 under threat, with In the UK, studies the past decade,30 31
TEENAIDERS
Why Consumers
Will Buy Into This
Mental health issues are revealed that four of the
becoming more prevalent five most popular forms of
amongst teens. Mintel social media have been
research finds a quarter found to harm young
of 7-15 year olds are people’s mental health, with
concerned about their future Instagram highlighted as
after school, with the same the most damaging. While
number concerned about in Ireland, 72% of Irish 13- The ASOS 2017
campaign left its
their appearance. And 19 year olds say that body
models unairbrushed,
social media usage is being image has caused them with stretch marks,
held as a main contributor. stress or difficulty, with 43% cellulite and all the
In the UK, the Royal Society saying social media has other skin ‘perfections’.
for Public Health has done the same.
Sources of anxiety for UK children and teens
44% Schoolwork BOYS 10% 16% 28%
39% Relationship with your friends
25% Family having enough money
25% Future after school AGE 7-9 AGE 10-12 AGE 13-15
24% Appearance
Base: 1,500 internet
12% Social media users aged 7-15
Source: Lifestyles
11% Relationship with your parents
of Children and
7% Politics in UK GIRLS 12% 28% 52% Teens UK 201732 33
TEENAIDERS
The emerging least once a mental health by
issue is that even month. However, highlighting greater
before the younger
generation was
able to walk or
switching off
completely from
digital platforms
diversity in terms of
the models they use
and the depictions
Where Next?
talk, their every is not the answer they portray. British
move was being as these channels online fashion and Young people will greater control with this has the
documented online can be utilised beauty store ASOS expect brands to by being more potential to follow
by their parents and to raise awareness is being praised offer support when mindful of their them for the rest of
family members. and quickly connect on social media for it comes to their usage. They will their lives if nothing
Indeed, according young consumers featuring models health and well- be quick to call out is done now. In
to Ofcom, four in 10 with the help with stretch marks; being, as well as brands promoting 2018 and beyond,
UK parents share they need. meanwhile, IRIS ON get more involved unrealistic beauty brands have an
photos of their is a Dutch scheme in their education ideals and quick opportunity to
children on social Brands are that offers children and development. to support those step in and provide
media, with half recognising the a chance to fight With a growing level embracing diversity. solutions to
of these parents role they can bullying through of attention around help empower
posting photos at have in improving WhatsApp. the negative impact Today’s youth are this cohort.
of social media, facing an uncertain
this generation will future and the
seek to take back impact of dealing
With a growing level of attention
around the negative impact of social
media, this generation will seek to
take back greater control by being
more mindful of their usage.
IRIS ON allows young
consumers to talk to
a chatbot called Iris,
offering children a chance
to fight bullying.34 35
ACCOUNTANTS
ACCOUNTANTS
In a world of post-
truth politics and
unsubstantiated
media, consumers
are looking for brands
to court them with
transparency, simplicity
and evidence.36 37
ACCOUNTANTS
What’s
Happening
In 2018?
More and more
Consumer distrust in companies with more than
governments and media is 250 employees to publish
companies
spreading to companies, their gender pay gap data; will take an
and so is the clamour for and this will extend to the
truth and transparency in consumer realm. More
‘open kitchen’
ingredients and behind-the- and more companies will explaining ingredients approach
scenes processes. We’ll take an ‘open kitchen’ and sourcing. Other brands
see greater accountability approach and use their to follow include fashion
and use their
in politics, media and packaging, portals and retailers like Everlane and packaging,
employment in the form premises to practise truth Reformation who provide
of Claimbuster’s and transparency. Expect price breakdowns and
portals and
AI-backed fact-checking more brands to follow the environmental scores, premises
services, Germany’s pioneering approaches and online retail
Network Enforcement of fast-moving consumer behemoth Amazon
to practise
Act against fake news goods (FMCG) companies offering the ultimate in truth and
and hate speech, and the like SC Johnson, Lush and openness: warehouse
UK government compelling Method when it comes to tours for customers.
transparency.38 39
Everlane reveals the ACCOUNTANTS
true costs behind all
Trends in Action
of its products, from
materials to labour
to transportation.
Products are then
offered, minus
the traditional
retail markup.
French supermarket
chain U took advantage
of Snapchat Stories (and
the fact they disappear
after 24 hours) to
Lush Ltd. demonstrate that its fish
promotes an is freshly caught.
Method discloses
ethical buying
the ingredients in
policy.
all products and
the processes they
use to make them.
Renault offered a candid view of
how its Scénic model is equipped
to handle the trials of family
life in ‘Behind Car Doors’, a
campaign fronted by two leading
Instagram parents.Why Consumers European agreement that
social media is forcing food
and drink companies to be
Will Buy Into This more transparent*
65% Italian
Blind trust in companies ability of consumers to
or institutions is a thing communicate and find
of the past. According to information via social media
Mintel research, just 25% and the internet is forcing
63% Spanish
of those who have used a companies to be more
device to access national transparent. However, many
newspapers online say consumers—especially
that the content on these at the younger end of
websites is trustworthy. the spectrum—expect 60% Polish
Social media has enabled companies to take a
empowered consumers more proactive, high-tech
to instantly question and approach when it comes
take brands to task when to increasing transparency.
their actions cause concern One in five 20-24-year- 54% German
or confusion. Consumers old Brits would like online
are utilising the tools at retailers to have videos
their disposal to keep an showing how clothes and
eye on what companies shoes are made.
are doing, with Mintel 50% French
research showing that at
least half of Europeans
agree the increased
*Consumers were asked if they agreed that the
ability to communicate and find information via
social media/the internet is forcing food and
drink companies to be more transparent.
Base: 2,000 adults aged 16+
Source: Mintel Reports 2017Where Next?
Quantified and qualified
facts will be in high demand
and consumers will expect
greater transparency as
standard, whether this is
related to manufacturing
processes or how efficacious
Social media has enabled a product is. In terms of
empowered consumers marketing, there will be a
push for greater authenticity;
to instantly question consumers are set to see
and take brands to task behind-the-scenes revealed
through creative campaigns
when their actions cause that put employees to the
concern or confusion. fore and capitalise on their
years of expertise. Radical
Brands are responding supermarket chain U’s 2017 With consumers more able
transparency
to this demand for campaign uses Snapchat to question and query the will be the
transparency, as in the Stories to demonstrate just actions of brands, radical
automobile sector, Renault how fresh its fish are. And transparency will be the
watchword for
has hired two popular Vodafone has unveiled watchword for 2018 as they 2018 as brands
Instagrammers for a year- plans to block its advertising try and show they can be
long campaign to show how from appearing on fake relied upon as trustworthy.
try and show
its latest Scénic vehicle news websites or those that they can be
can handle the rigours of contain hate speech.
family. Meanwhile, French
relied upon as
trustworthy.mintel.com
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