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Euromonitor reveals the key global consumer trends for 2014

Published:  20 January, 2014

The increased blurring between online and offline shopping, turning social media followers into buyers and the growing importance of ethical, green and community needs when making purchasing decisions are some of the key conclusions in a major study of consumer trends for 2014 from Euromonitor, the research specialists.

Harpers has teamed up with Euromonitor to offer the report to download to Harpers subscribers in the Insights section of In it users will be able to assess the key consumer behaviour changes we can expect in the months ahead.

In particular it focuses on how retailers are working hard to maximise their ability to offer consumers the sort of multi-channel purchasing options they are looking for.

Other key consumer trends for 2014 include:

  • Eating right. How eating and living healthily will become a mainstream trend with particular focus on getting children to eat better as the anti-obesity message drives home.
  • Eco-worriers and social conscience.  2014 will see ethical and green issues return to the main agenda as consumers come out of the recession with more social concerns and a desire to find retailers that are operating in the right way.
  • The importance of home and community. Consumers will increasingly look to the comfort of home, there will be more "multi-generational" living and people will be keen to maximise local networks.
  • Frustrations with work/life balance. How convenience and a desire for a more simple life will have an effect on the retailers and services that consumers choose to use.
  • Looking for luxury. Consumers will also be looking to treat themselves and splash out on a bit of luxury, and will be on the look out for luxury discounts.
  • People's choice. We can expect to see even more demand for peer power with consumers engaging with each other and using reviews to make purchases.
  • Coping with the post-recession. The recession has changed consumers and the thrift culture will continue.
  • There's an app for that... digital will continue to change the face of shopping and how consumers get to see and buy new products.
  • Visual craving. 2013 was the year of the "selfie" and image and look will become key factors in determining which brands come to the fore in 2014.

You can access the full report by going to the Inisghts section of or clicking here.