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Mintel is the expert in what consumers want and why. With our combination of trends forecasting, market analysis, consumer research and product innovation analysis, we provide solutions to guide brands every step of the way. Not only do we analyse market changes as fast as they happen, but also help brands to connect the dots telling them what to do next.

One of the key tools is our trend analysis and prediction research. In this day and age, identifying consumers’ needs and expectations is more key than ever before, that is why every year we anticipate the trends that are going to have a major impact in the global markets not just now but in the near future too so that brands can define their strategies according to our predictions.

In 2022, expect consumer behaviour to shift and evolve in response to the following five global consumer trends:

In Control
In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information and options that consumers need to feel like they’re in the driver’s seat.

Enjoyment Everywhere
Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the ‘real,’ physical world.

Ethics Check
While many brands have made their voices heard on controversial topics, consumers want to see measurable progress against their goals.

Flexible Spaces
Public and private spaces must maximise the capabilities they offer to match consumers’ flexible lifestyles. Now more than ever brands have to inspire, rather than prescribe, with every touchpoint.

Climate Complexity
Consumers are looking to brands to help them mitigate their impact on the environment. Companies that don’t proactively change ahead of the climate crisis will be forced to change because of it.

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