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This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International's eight focus megatrends and insights as to how each trend has manifested in the US.
Euromonitor's Megatrends in the US report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Megatrends market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
Scope
The drivers shaping consumer behaviour
Megatrends framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
Video gaming tops the list of digital activities in the US
More than half of Americans actively manage data and privacy settings
Millennials are the keenest to receive personalised offers
Friends and family are still the most trusted source of information
Post-pandemic, more activities will shift back to in-person than vice versa
Experience more
All cohorts prefer real world over virtual experiences
Post-pandemic, Americans still socialise more online than in person
Travellers favour destinations that are relaxing and safe
Only baby boomers are set to increase online more than face-to-face activities
Middle class reset
Consumers look out for bargains amid belt-tightening
Renting and reusing are on the rise
Generation Z are revealed to be the most frugal cohort
Premiumisation
Simplification and curated experiences are key priorities
Millennials extensively research products and services before buying
US consumers are willing to pay a premium for quality
Shifting market frontiers
Consumers feel international products are less available to them
Older consumers are the most likely to support local trade
Shopping reinvented
Consumers prefer shopping in-store, despite the shift to online
Social media brand engagement is relatively low
Generation X are the most likely to follow brands on social media
Sustainable living
Consumers are trying to do more to help the planet
Recycling is the top environmental priority for Americans
Consumers are becoming more vocal and sharing their opinions
Recyclable packaging is seen as the most sustainable
Wellness
Dietary supplements are part of the daily regime for most Americans
Meditation is gaining popularity as a way to beat stress
Millennials are embracing health tech
Safety remains a priority in the wake of the pandemic