Consumer trends, reports, data, insights & analyses

Do you know the latest and emerging trends?

Consumer and shopper needs are evolving at a breakneck speed to suit their new values, attitudes and lifestyles. Values are changing, topics like sustainability are moving to the forefront, sentiment/mood is volatile, and the focus on themes like health are becoming more important. All these things impact what consumers and shoppers buy, which brands they choose, and what they expect to see on the shelves or online. And the impact of each trend differs from market to market.

Are you staying ahead of the trends? Identifying the emerging ones in your target market and segments? And adjusting your strategy accordingly?

Leaders across all industries can develop strategies based on the latest trends by understanding important aspects of people’s lives, including their aspirations, personal values, future world outlook and concerns, lifestyle behaviors, hobbies, consumption behaviors and usage in health, finance, mobility, technology, media, and much, much more with GfK’s Consumer Trends solutions.

78%

of people make purchases on their phone (GfK Consumer Life 2020)

Our workshop with the GfK Consumer Life team was extremely valuable and gave us a deeper insight into consumers’ attitudes, concerns, and behaviors. All of our questions were answered in a way that will help us to further pursue our business objectives. We are looking forward to working together in the future.

Vera Kockler

Marketing Manager, trinamiX GmbH
GfK is in a position to build a study design that is effective in terms of sample, potential ad hoc questions and additional analyses, and that ecosystem is particularly well suited to our needs. Our collaboration is based on a resolutely collaborative approach that goes beyond the final results.
The in-house feedback enables us to exchange ideas and take the necessary time to gain perspective in the creative process of our campaigns, so that we have a relevant pre-test with a high quality of operational and concrete recommendations

Sandrine Daunar

Director Marketing Intelligence

Build tomorrow’s strategies based on trends in your market

Develop data-driven strategies based on trends in your market or target group based on the most comprehensive and longest-standing consumer trend study in the world, GfK Consumer Life. Or get detailed FMCG insights from our NIQ Consumer Panel, which match claimed shopper attitudes with real behavior and harmonize unique survey statements. Our services can be tailored to your specific needs, from ready to-use consumer profiles to data feeds to out-of the-box consulting and workshops.

With GfK’s Consumer Trends solutions, you can develop the right marketing, brand, product, shopper, and go-to-market strategies to reach the right consumers and shoppers to drive sales volume, brand premium, or both.

Identify and get to know your target group and their evolving needs, concerns, and expectations
Understand drivers and motivations that influence their purchase decisions
Know how personal values and lifestyles evolve so that you can adjust positioning, messaging, and product development accordingly
See which channels and retailers matter and be the first to understand emerging retailer trends/developments
Understand the interaction from in home and out of home buying behavior
Get inside the decision-making process of consumers and shoppers
Enter new markets with ease

Trending insights

Video

Human vs AI: Can ChatGPT outsmart a CMO?

GfK’s CMO goes head-to-head against the latest craze in AI, ChatGPT, to debate the latest trends and how marketing leaders should pivot based on them. Who will come out on top – human or AI?

Watch the debate

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Inside the purchase decision: Why do lost shoppers end up choosing your competitor?

Demystify your lost shoppers by understanding who they are, why they chose another brand or retailer, and how to win them back in the future.

Top tips to avoid losing your shoppers

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///CMO Outlook Report

Data, Decisions and Optimism: How CMOs are driving change in an evolving world

See why 78% of senior marketers are optimistic about the future. Uncover emerging trends and how 600+ marketing leaders are turning them into sustainable growth.

Spotlight on

GfK Consumer Life

GfK Consumer Life is the longest-running and most comprehensive study of changing values and lifestyles around the world, provide a rich understanding of key markets and categories – both today and tomorrow

Insights into every facet of consumer life

Spotlight on

gfknewron Consumer

The most comphrehensive access to millions of survey and consumer reviews in a digital platform to show tech & durables leaders who buys and why.

Learn more about gfknewron Consumer

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Company News

NIQ will Lead EU Consumer Panel Offering

As we sunset the European GfK Consumer Panel, we look ahead to a new era of expanded consumer insights with NIQ. Expect an unmatched scope of consumer insights, essential for strategic decision-making in diverse markets.

Explore NIQ’s Consumer Panel

Consumer trends is part of our consumer and shopper intelligence solutions

Discover your target customers to understand how they think, act and buy.

Learn about consumer and shopper intelligence solutions

Develop strategies based on the latest and upcoming consumer trends

Do you know the latest and emerging trends?

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