12 June 2022

Consumer Purchasing Trends for 2022

12 June 2022

Discover the main changes in consumer behavior that will impact sales in 2022 and what should remain in the coming years.

We are experiencing a phase of significant transformations in consumer behaviors, driven by digitalization but also by new habits adopted due to the Covid-19 pandemic. In this scenario, the companies that stand out the most are those that have already noticed the changes and have sought to adapt their activities to the new context, always focusing on offering the best experience to their customers.

According to the new report from the global market research company Euromonitor International, which identifies trends that will define consumer behavior and influence business strategies, two concepts are strong this year: “resilience and adaptability.” As highlighted by the Wall Street Journal, Euromonitor predicts that in 2022 consumers will be demanding, anxious, and creative in dealing with change. “People will expect greater activism from brands, new digital service options in their routine, and more help to achieve mental and physical well-being,” reads the newspaper article.

For Alison Angus, head of lifestyle research at Euromonitor, these transformations will continue even when the pandemic is under control. It is necessary, therefore, to understand that the consumer is no longer the same as before and, therefore, it is important to be open to making the necessary changes in business.

Discover some trends highlighted by Euromonitor for consumption in 2022:

1 – Valuing brand activism

Consumers have paid more attention to companies’ actions during the pandemic, and everything indicates that they will take social and environmental issues more seriously, even if normalcy returns. According to Euromonitor, people will demand more responsibility from companies regarding the health and well-being of their workers, as well as keeping an eye on actions carried out in favor of local communities, especially concerning the promotion of sustainability. This is because Covid-19 has changed people’s relationship with outdoor spaces, raising awareness about the importance of caring for the environment.

2 – Spontaneity and convenience

Consumers miss the spontaneity of pre-pandemic purchases and experiences and wish to have it in some way. “We really want that takeaway coffee, that walk, and stopping for lunch somewhere, that is, that spontaneity and ease,” Angus told the WSJ. In this sense, companies must explore their creativity to offer a similar experience, even in a digital context.

It is also important to highlight that Euromonitor found that younger consumers prefer digital interactions, while 68% of consumers over 60 prefer to talk to people in their contacts with the company. Such data are essential to guide strategies at this moment when it is crucial to impress consumers.

3 – Outdoor spaces

Even after the pandemic, people’s desire for outdoor spaces for work, events, and leisure will remain strong, says Euromonitor. “Companies need to create their own outdoor oasis,” states the report.

4 – “Phygital” Reality (Physical + Digital)

“Phygital reality” is the term coined by Euromonitor to explain the new hybrid context in which consumers live, work, shop, and play both in person and online. More and more people are using video calls, smartphone apps, and other technologies to stay connected during the pandemic, despite being physically separated from their friends and family. This becomes a habit, thus reinforcing this constant transition between physical and digital.

5 – New schedules

Consumers expect newfound scheduling flexibility with changes to their routine. The fact that they have become multitasking at home (working, taking care of children, engaging in leisure activities, handling household chores, etc.) has changed the way they manage their schedules, meaning consumers expect companies to offer this flexibility as well. According to Euromonitor, customers will demand a 24-hour service culture.

6 – “Rebel” consumer

There is a wave of distrust towards governments and the media caused by misinformation, claims Euromonitor. As a result, people have “rebelled” and prioritized their own needs. In this sense, they begin to invest in some “luxuries” to feel better in their homes, achieving physical and mental well-being during this crisis.

7 – Moderation

Another observed movement is saving on spending, as many have lost their jobs or are in a delicate situation due to the financial crisis. Therefore, there is a trend towards moderation, meaning consumers expect to carefully plan their budget and purchase value-added and affordable products and services. According to Euromonitor, it may happen that a consumer identifies with this trend as much as with the previous one, trying to save on some things to buy items that bring well-being.

8 – Obsession with safety

The pandemic has made people more concerned about their health. Consumers demand contactless services, exceptional hygiene standards, and products that enhance hygiene and immunity.

9 – Greater self-awareness

The pandemic has also led people to rethink their priorities, reflect on their identity, and seek a balance between personal and professional life, says Euromonitor. Everyone needed to reconfigure their lives. Therefore, there is a trend to value companies that offer access to goods and services that promote self-improvement and lifestyle balance.

10 – Evolution of working from home

Working from home was already gaining strength before the pandemic, but social distancing measures made it a reality for many overnight. Similarly, companies had to readjust, and some intend to maintain remote work. Therefore, Euromonitor believes that many people will continue to work from home, at least part-time, in the long term.

This will impact many aspects of daily life, from technology spending to eating habits and clothing choices. On one hand, spending on coffee, lunch breaks, and socializing with colleagues after work will decrease, while on the other hand, food and beverage purchases may become more sophisticated as people seek to create quality meals, predicts the home restaurant. Euromonitor.

Delighting the consumer

In addition to all these mentioned points, it is important to remember other trends that were already gaining strength before the pandemic and are expected to remain, such as omnichannel, service personalization, agility in deliveries, and the qualification of online sales services. For those operating offline, the priority must be to offer an unparalleled shopping experience.

In all these aspects, we observe fundamental points: investment in technology, openness to change, creativity, and the pursuit of constant efficiency. Companies that have already understood that it is time to invest in service quality, differentiating themselves from competitors, are certainly a step ahead!


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