As a multicultural nation with a passion for football, food and drink, and a healthy interest in Strictly Come Dancing, the arrival and influence of the World Cup could make 2014 an interesting year for the consumer. The major consumer shopping trends set to make an impact in the UK in 2014 will be significant due to our willingness to embrace different cultures and the importance placed on both price and quality over lowest cost.
Mintel research has revealed that the top two consumer trends for 2014 will be driven by overseas influences. Internationalism will follow the recent “Brand Britannia fever that followed the Olympics, Royal weddings and births”, highlighting the savvy and curious nature of Brits when deciding to choose better value food products from overseas.
This will be further fuelled by The FIFA World Cup, Winter Olympics, Immigration changes and the Scottish Referendum, which will drive the promotion opportunities for other countries products. In what Mintel describes as “Club Tropicalia” the world will be exposed to and find a new found affection for all things Brazilian. Its influence will be felt across many consumer categories including fashion and beauty. Havaianas footwear is already established with further potential for Agua de Coca, Salinas and Blue Man.
Brazilian hair trends including the rise of the Brazilian blow-dry (a premium treatment that offers temporary straightening) is already becoming increasingly popular in salons and reflects the increasing number of people willing and interested to pay for it. There is further potential within fashion for Brazilian beachwear and self-tanning products to succeed during the summer months.
Already emerging as a wine producing nation The Wines of Brazil trade association is looking to double exports between 2012 and 2016 and UK consumers drink preferences already reflect an interest in international spirits with “40% of spirit drinkers in the UK commenting they like to try drinks from other countries” (Mintel 2013). There is significant potential within the drinks and snacking sector as an array of traditionally Brazilian beverages, bread, cheese and meat products are targeted as ideal accompaniments whilst watching the matches.
Away from sporting, another significant trend to affect brands will reflect the consumers demand for greater privacy and concern over intrusion, excessive data monitoring and the appropriateness of its use. Mintel found that “59% of consumers surveyed felt that online advertising based on browsing history made them feel uncomfortable and 23% of consumers found video advertising that targeted you based on your internet activity off-putting”. Consumers are instead embracing technology data capture for self-analysis of general health and wellbeing. This trend will continue with the further impact of smart watches, Google Glass and the increasing use of mobile devices to track personal and family activity; children, teenagers and elderly relatives.
A final trend highlighted by Mintel will reflect a desire for “Healthy Fuels” and the change in habits from caffeinated drinks towards natural green vegetable drinks. Consumers want healthier sugar/calorie free varieties and brands will capitalise on this market and the growth potential of greener artificial sweeteners.
Karen Haley is an Associate Consultant in the Consumer Practice at Berwick Partners