Euromonitor’s top 10 global consumer trends for 2023

Global market research company Euromonitor has revealed its top 10 consumer trend predictions for the year to come in its annual white paper.  

This year, the report outlines changes to consumer behaviour post-pandemic and how companies can plan to stay ahead of demand. 

The global snapshot includes a predicted 5.8 per cent annual inflation rate and an expected growth in retail sales of 6.5 per cent, with consumers expected to spend $54 trillion globally.

Alison Angus, Head of Innovation Practice at Euromonitor International, said that although global markets are returning to normalcy, there are still ongoing impacts of COVID-19 to deal with in the year to come. 

“The past few years have been anything but ordinary, and 2023 will be no exception. Companies should expect quite divergent behaviour as consumers cope with ongoing challenges while getting back in their stride,” she said.  

Euromonitor’s top 10 trend predictions have been classified as follows:

Authentic automation

While digital is the dominant retail force globally, companies shouldn’t forget the importance of human connections. Authentic automation involves understanding when consumers want to interact with a human and when a machine will create the fastest and most frictionless interaction. 

Globally, 58 per cent of consumers were comfortable talking to a human to address customer service questions, while only 19 per cent were comfortable talking to an automated chatbot. 


The cost of living crisis has created a wave of conscious consumers who are more methodical with their funds. For businesses, this means creating solutions that appeal to cash-strapped shoppers. 

Control the scroll

Consumers are generally aware of spending their screen time more judiciously, allowing businesses to refine their digital experiences to optimise time. In 2022, more than one-fifth of consumers deleted social media account they didn’t use frequently.

Eco economics 

During the pandemic, safety trumped sustainability, and in 2023 saving will drive decreased consumption. Switching to energy-saving products, eating at home, reducing appliance use and limiting travel are motivated by saving money, with sustainability as a happy by-product. Less than 20 per cent of consumers were willing to spend more on household essentials with sustainable features. Still, many were motivated to take up green activities like repairing and shopping second-hand for economic reasons. 

Gaming entertainment 

Gaming is now the number one most popular form of entertainment, challenging the gamer stereotype, with 37 per cent of consumers playing online video games at least weekly in 2022. Gamers are investing in virtual products and add-ons to enhance their immersive experience. 

Here and now

Emerging from a global pandemic, many shoppers are allowing themselves to splurge on discretionary items, especially if those items will help them save time. While price tags are still important, many shoppers are also factoring in emotional benefits that help them cope. 

Revived Routines

Consumers are ready to re-enter the world of out-of-home consumption despite a certain level of uncertainty ahead. Businesses should prioritise fun, engaging experiences that assist the consumer to feel “normal” again, as 39 per cent of consumers said more of their everyday activities will be in person over the next five years.

She Rises

Diversity, equality and inclusion are more important to consumers than ever, especially in the fight for women’s rights, with reproductive autonomy and sexual health taking centre stage. Organisations must champion women’s rights as part of their core values, as female shoppers favour companies that advocate for inclusivity. 

The Thrivers

Globally people are exhausted and overwhelmed. Burnout is commonplace, meaning consumers want products and services that give them peace of mind and provide a sense of calm and comfort. In top place are adult cannabis, CBD products, sleep aids and dietary supplements. 

Young and disrupted

Gen Z will come into their own with increasing financial freedom and a no-nonsense approach to consumption in 2023. Expressive and progressive, these emerging professionals are the new trendsetters and expect brands to be aligned with their values.  

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