Individualism and Expression – Consumer TrendSights Analysis, 2023

Individualism and Expression – Consumer TrendSights Report Overview

Individualism & expression focus on the consumer sentiment that centers around the needs and goals of the “self”. Consumers today are more individualistic than ever before and feel more empowered to influence desired change; developments in modern society encourage self-expression, creating opportunities for consumer goods companies to offer “identity-related” products that can feel more personal to consumers.

The individualism and expression consumer trendsights research report will help to recognize core drivers of the market shifts and how these are likely to play out in the future from a consumer insight perspective. Furthermore, relevant case studies will allow readers to learn from and apply lessons discovered from key developments in the market.

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Key Consumers in the Individualism & Expression

There are demographic shifts in the demand for this trend. Women are strongly influenced by products tailored to their needs and personalities, and younger cohorts, particularly Generation Y, prioritize personalized products. The individualism & expression trend relies on brands meeting the needs of financially conscious consumers affected by the cost-of-living crisis, and cultural factors play a significant role in shaping consumers’ preferences for products aligned with their upbringing and traditions.

Key Trend Drivers in the Individualism & Expression

The key trend drivers for individualism and expression are social media and self-expression, rejecting conformity, emphasis on authenticity, and customization and co-creation.

Social media and self-expression- The rise of social media platforms has provided individuals with a powerful tool to showcase their personal style and interests, and consumers can now curate their online personas, express their opinions, and share their creativity with a global audience. The desire for self-expression and the need to stand out in a crowded digital landscape are key drivers of individualism.

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Key Sectors Overview in Individualism & Expression

The key sectors in individualism and expression are packaged food, pet products, babies and children’s products, household care, personal care, alcoholic drinks, and non-alcoholic drinks among others.

Relevance in Packaged Food: Consumers can execute their self-image through their food choices. When grocery shopping, consumers will gravitate towards products that can allow them to show a sense of personality, as well as align with individual values and self-worth. This could encourage consumers to opt for premium products to portray a luxury lifestyle, or it could also highlight how sustainability-conscious consumers purchase more eco-friendly products, and health-conscious consumers purchase more nutritionally dense products. For consumers to be able to purchase products that showcase their personality, brands must highlight key claims on packaging to appeal to consumers.

Relevance of Trends by Sector

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Key Factors Affecting Individualism & Expression

The key factors affecting individualism & expression are socio-demographic shifts, justifying value perceptions, and making wiser choices to improve health and the environment among others.

Making wiser choices to improve health and environment: Consumers rely on labels and packaging to understand if a product aligns with their needs, especially regarding health and sustainability. Brands must therefore incorporate clear nutrition and eco-impact credentials onto packaging, including fat, sugar, and salt content, calorie count, and ingredient source information, which is often in line with governmental restrictions. Globally, many consumers deem products that are good for physical fitness and health to be essential. This behavior can be translated into the products they choose, which may for example see more consumers gravitating towards fresh and natural products as part of the individualism & expression mega-trend.

Key Innovation in Individualism & Expression

The individualism & expression consumer trendsights analysis report covers innovations in personalization, moderation & avoidance, and self-branding among others.

Innovations in personalization value for money: Brands are considering the most convenient and innovative ways to offer personalized nutrition. For instance, a pea and leek variety and a carrot and turmeric variety of Souper Cubes have been launched under the Soupologie banner in the UK. The product is described as “portion-sized” 150g cubes, “sealing in all the natural goodness”, claiming to minimize food waste. This new release could entice consumers who have busy lifestyles, and thus avoid cooking from scratch, to instead search for easy-to-prepare food items without wastage, thus aligning with the Personalization trend.

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Scope

• Consumers are willing to pay more for products that are directly aligned with their needs.
• The demand for personalized goods is high, driven by consumers’ desire to align choices with their personalities and values, especially among financially conscious individuals.
• The main drivers for this trend are socio-demographic shifts, looking at how consumers can justify value through more personalized solutions, and how consumers are making wiser choices with regards to personal and environmental wellbeing.

Key Highlights

• Consumers are willing to pay more for products that are directly aligned with their needs.
• The demand for personalized goods is high, driven by consumers’ desire to align choices with their personalities and values, especially among financially conscious individuals.
• The main drivers for this trend are socio-demographic shifts, looking at how consumers can justify value through more personalized solutions, and how consumers are making wiser choices with regard to personal and environmental well-being.

Reasons to Buy

• Consumer insight-focused analysis of the Individualism and expression mega-trend in the consumer sector and what it means for operators as well as the market as a whole.
• Learn about core drivers of the market shifts and how these are likely to play out in the future from a consumer insight perspective.
• Relevant case studies will allow readers to learn from and apply lessons discovered from key developments in the market.