Six Consumer Trends in China and North Asia for 2019 and Beyond

It’s that time of year when we look ahead to the next trip around the sun in hopes of gleaning some insight on what brands can do to resonate with the evolving needs of consumers in the future.

To that end, we tapped Joyce Lam, Trends Analyst, Asia Pacific, at marketing intelligence firm Mintel, to offer some insight into their recent report focusing on six key consumer trends to look for in China and North Asia in 2019 and beyond.

Trends ranging from the impact of social isolation in a device-centric world, a redefinition of adulthood, total well being, the use of plastic, and more.


 

One trend of note, as evidenced by the global media attention given to accusations against Dolce & Gabanna over what was dubbed a racist campaign in China, is that consumers are taking a stronger stance online – voicing their likes and dislikes of brands more freely.

“The easy accessibility of the internet is also encouraging a culture of taking complaints online, creating an environment where nobody is safe from scrutiny and backlash,” said Lam.

Read on as Lam dives more into the Mintel report.

Six Key Consumer Trends

Total Wellbeing

The stressful work and living conditions in Asia will encourage consumers to embrace lifestyles and products that support more balanced healthy solutions. In the years ahead, expect to see new innovations equipped with body-tracking technology, supported by scientific proof, that will offer consumers tailored solutions based on their individual needs.”


 

Asian consumers are increasingly focused on creating online personas for themselves; this online identity shapes what people want others to think, feel and believe about them.

“Consumers in Asia are constantly on the lookout for new products and services that can support them in better managing their health, with optimal convenience. The use of digital devices and apps, for instance, can offer health-focused consumers a way to personalize their food, fitness and overall wellness regime.

In fact, more than one in ten (13%) Japanese consumers say they use wearable devices to track their health. Customization is key for new categories entering this space.”

Challenge Accepted

Broader goals, global knowledge and the sharing of information in this digital age indicate that consumers are looking for new ways to satisfy their curiosity and indulge in novel, more extreme activities by stepping out of their comfort zones.”

Joyce Lam

Consumers are after new experiences in life instead of just spending on material things.

In addition, the rise in single households in Asia is creating new potential for solo activities where consumers get the opportunity to explore and gain experiences alone.

According to our research, a quarter (25%) of Chinese travelers have gone on domestic holidays alone. In 2019 and beyond, brands will be challenged to become more experiential, engaging and fun.

Redefining Adulthood

Turbulent social and economic conditions like rising house prices and a competitive job market are making it difficult for young Asians to fulfill the life-goal expectations of previous generations.

Instead, new-found values are directing more and more young Asians to choose careers they are passionate about or take on alternative life challenges.

Indeed, our research found that two in five (38%) Chinese consumers would rather enjoy the moment than become mortgage slaves. As the population becomes more diverse, with consumers altering their life stages along with their needs and habits, expect to see brands become more attune to these significant shifts by eschewing the usual stereotypes in their campaigns.

On Display

Asian consumers are increasingly focused on creating online personas for themselves; this online identity shapes what people want others to think, feel and believe about them. The easy accessibility of the internet is also encouraging a culture of taking complaints online, creating an environment where nobody is safe from scrutiny and backlash.

A quarter of Chinese travelers have gone on domestic holidays alone. In 2019 and beyond, brands will be challenged to become more experiential, engaging and fun.

A third (32%) of Chinese consumers value luxury brands’ responses to consumer comments, criticism and questions on social media, according to our research. With consumers stepping up to voice their opinions, brands need to regard these comments as potential feedback that can help improve the brand-consumer relationship.

These commentaries left behind by consumers will also provide solutions to specific consumer demands.

Social Isolation

The use of digital technology, for some, has contributed to feelings of isolation, depression and other mental health issues. Feelings of loneliness can be found across demographics in Asia.

Kids and teens, for example, are digital natives and their social environment is largely found online, leading to less in-depth physical relationships with the people around them. Indeed, more than a quarter (27%) of university students in China say a lack of social skills is giving them a lot of stress.

Looking ahead, fighting the severity of isolation among consumers is an ethical goal that brands can take up.

In a typical setting, consumers tend to reach out to apps and online platforms to meet like-minded individuals. However, when this fails, artificial intelligence is an option that brands can look into to help assuage feelings of loneliness.”

Rethink Plastic

Fast-moving urban lifestyles have created a huge demand for convenience and affordability, sometimes at the risk of harming the environment. However, consumers are coming to the realization that they can no longer ignore the negative effects of plastic pollution.

For instance, two in five (40%) Chinese breakfast consumers would like to see more environmentally friendly packaging for their breakfast.

By promoting plastic-conscious consumption, brands can work together with consumers to adopt and inculcate better habits in their daily lives, working towards a healthier and more sustainable environment.

Brands that don’t make the effort to move away from unnecessary plastic use could see themselves shunned by increasingly ‘plastic-aware’ consumers.

You can download the full report here.

The Staff

The Staff

Gettin' it done, when the done needs gettin'.

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