6 consumer and brand trends you can bank on in 2019

From redefining adulthood to a social media backlash, Mintel presents the top trends predicted to shape consumer habits next year

Knowing what consumers want from their products is gold dust to brands and retailers looking to secure future loyalty and revenue.

But today, companies face a unique challenge as consumers take on a multi-faceted approach to shopping, one that increasingly favours convenience and affordability, but still relishes experiences and individuality.

Helping shed some light on the trends of tomorrow is Mintel, which has released its Global Consumer Trends 2019 report. So what is the forecast?

1. Total wellbeing

Consumers today are taking a greater interest in their health than ever before – and this includes the cosmetics sector.

Simon Moriarty, Director of Trends EMEA, Mintel, says: "In 2019 and beyond, growing consumer curiosity with the microbiome shows no signs of abating.

"From gut-friendly fermented foods to probiotic skin care, consumers will demand . . .

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