Klara Lynch, Strategic Insights & Planning, Bord Bia – Irish Food Board
Bord Bia’s Consumer Lifestyle Trends Programme has been running since 2006, and was recently relaunched in September 2018.
The Consumer Lifestyle Trends represent the different trends that will shape consumers’ lives over the next three to five years. They are both an important and useful planning tool for the Irish food and drink industry, as they can help companies identify consumers’ wants and needs, and allow them to prepare and respond to these changing decision making factors.
How are these trends identified? The Consumer Lifestyle Trends are firstly informed by looking at the macro forces of change influencing life today, such as the economic and political factors of the day. They are further informed by a quantitative study of over 30,000 people, across 25 countries, aged 13 and above and are then built with the help of a Streetscaping Network of people across 40 countries, and 60 cities, to look for manifestations of the trends on the ground.
The Trends:
As of September 2018, there are now five Consumer Lifestyle Trends:
Fuller Lives:
Consumers want to use their time to be as productive and sociable as possible, flowing from one thing to the next -and want to be helped, not hindered, by tech.
Responsible Living:
Consumers want to have a positive impact on society and the environment, and take pride in a sustainable way of living.
Health & Wellbeing:
Consumers want to eat, drink and live to optimise their body’s systems, to feel better than well today and tomorrow.
Engaging Experiences:
Consumers want moments of discovery and delight that enhance their day, sharing exciting stories and spaces with others.
Community & Identity:
Consumers want to express the views and values of themselves and their community, and have their uniqueness and creativity respected and celebrated.
If you want to know more about the Consumer Lifestyle Trends, you can simply log on to the dedicated Consumer Lifestyle Trends website. Be sure to keep an eye out for future FoodAlerts about the Consumer Lifestyle Trends, where each Trend and the relevant subtends will be explored and explained!