The biggest and most influential consumer trends have been revealed – here’s how your brand can take full advantage.
If you want to stay one step ahead of changing consumer trends, the findings from the recent FlavourVision® report are a must-read.
Want to bring big benefits to your business? Here’s everything you need to know:
- The top 5 consumer trends for 2023.
- Why consumer trends matter.
- Capitalise on consumer trends.
So, without further ado, let’s look at the main takeaways from FlavourVision®, by the flavours and fragrances specialists at Givaudan and consumer insights agency Canvas8.
The top 5 consumer trends for 2023
Understand the macro trends that hold the most sway over consumer behaviour in 2023 below – plus, how to use them to boost brand positioning!
“For industry leaders and innovators, aligning product development with long-lasting consumer trends and behaviours is critical to their future success.” (Nick Morris, CEO of Canvas8)
1. Green for me
Sustainability has evolved into a particularly nuanced and demanding aspect of consumer preferences.
Today, it’s not enough for brands to simply showcase eco-friendly initiatives. Consumers are increasingly gravitating towards sustainability efforts that feel ‘personal’ and ‘relevant’ to their individual values.
In other words, brands need to take their sustainability plans to the next level. Addressing specific consumer concerns and communicating initiatives effectively will be essential if you want your brand to stand out to values-driven, eco-conscious consumers.
There’s $806 million of untapped market potential up for grabs if you do!
2. Restorative care
The consumer trend towards ‘intuitive’ and ‘restorative’ approaches to health and wellness signifies a fundamental shift in the way people prioritise their wellbeing.
Now, consumers are interested in more holistic, long-term solutions to their mental and physical wellness needs. And it’s not just about alleviating symptoms, but tackling root causes and nurturing overall vitality.
To resonate with this fast-growing and high-value group, think natural ingredients, sustainable practices, and a commitment to consumers’ wellness journeys.
3. Stable connections
In a particularly unpredictable climate, consumers are increasingly valuing ‘stability and continuity’ in their lives and spending choices.
The result is a renewed focus on supporting local businesses, as well as individual wellbeing.
Brands can appeal to this trend by emphasising their local roots, providing personalised solutions, and building trust through consistency and reliability. Community engagement will also be important for brands that want to foster lasting connections with their consumers.
4. Sensorial renaissance
Consumers are seeking out more memorable experiences over mere transactions. Innovation, storytelling, and unique interactions are key elements in satisfying this consumer need for deeper, more meaningful engagements.
This trend could pose a challenge to some brands, depending on their product offerings. But, get it right, and the emotional connections and lasting impressions will be well worth the effort.
5. Augmented assistance
The shift towards digital has been drastic in recent years. The organisations that keep up have the potential to futureproof themselves by building loyalty and a reputation for reliability.
This is a trend that reflects the wider desire for smart, data-driven solutions that anticipate and address individual needs and preferences. People are looking to make their busy lives more efficient, and they expect consumer brands to help make that happen.
Solutions include AI-driven tools that offer tailored recommendations, streamline tasks, and enhance overall convenience.
Why consumer trends matter
Consumer trends are more than just a nice-to-know. They’re an opportunity to better cater to your current and potential markets.
Here are just some of the ways in which you can use consumer trends to boost brand positioning:
- Align your product offerings with what customers want and need to stay relevant in the market.
- When you’re quick to adapt based on emerging trends, you’re more likely to outperform competitors and capture market share.
- Keep up with the times while solidifying brand identity to foster positive perception and trust.
- Find opportunities for innovation and new product development.
- Tailor your messaging and campaigns to align with top trends for a more effective marketing strategy.
- Foster loyalty and advocacy by engaging with consumers on issues that matter to them.
- Understanding global consumer trends is crucial for brands looking to expand internationally.
Capitalise on consumer trends
To incorporate key consumer trends into your business plan, you’ll need people with the experience and know-how to make it happen.
Experience the benefits in your business!
Work with a recruitment partner that understands the demands of the market and the unique needs of your organisation.
We work to understand your brand, your culture, your people, and your vision, before tapping into our ever-growing pools of top consumer product talent. So, whatever you need to take your business to the next level, we can find it for you.
Want to find out more?
Brief us on a role or get in touch to book a call:
Call us: 0333 772 7200
