Euromonitor recently came out with a report on consumer types in 2022, including eight main consumer types. The report said it’s important to segment consumers into types to innovate for emerging demands, customize buying journeys and strengthen customer relationships, among other reasons.
Click through to meet the eight consumer types in 2022.
Read the full report here.
Secure traditionalists, which make up 18% of the global population, are set in their ways and unlikely to place importance on image or trends. Euromonitor found these consumers aren’t particularly interested in or swayed by social media.
Here are some important stats about secure traditionalists:
- 60% don’t share information online or interact with brands and retailers on social media
- More than half don’t participate in activities to reduce stress
- 87% don’t impulse shop
- 78% don’t like to browse stores when they don’t need to buy something
- Around half rarely or never shop for fun
- Only around a quarter like trying new products and services
As shoppers, secure traditionalists are unlikely to extensively research products or services, read online reviews or compare prices online. They are also least influenced by celebrity endorsements, bloggers or social media influencers, and brand or company social media.
The secure traditionalist shopper is most likely to be influenced by friend or family recommendations, independent consumer reviews and product labels and packaging. They tend to prefer bargains, secondhand items and repairing broken items instead of buying new ones.
Nine percent of the global population are minimalist seekers, meaning they try to reduce their waste and place importance on sustainability and community issues. They generally don’t impulse shop.
Here are some key stats for the minimalist seeker:
- More than 70% look for ways to simplify life and make a positive environmental impact
- Half try not to buy new items unless needed
- 47% would rather buy fewer, high-quality products
- These consumers are fairly likely to exercise and do at-home hobbies at least once a week
About half of minimalist seekers extensively research products and services, read online reviews and compare prices online. They are influenced by family and friend recommendations, independent consumer reviews, and product labels and packaging.
They are unlikely to be influenced by celebrity endorsements, bloggers or social media influencers, and brand or company social media accounts.
Minimalist seekers prefer bargains, high-quality products and repairing products instead of buying new ones.
A 13% portion of the global population are cautious planners. These consumers are financially cautious and use technology to improve their lives. They are focused on the future and feel pressure to get things done, Euromonitor said.
Here are some key stats for the cautious planner:
- 85% of these shoppers trust product labels
- The majority don’t impulse shop or enjoy browsing stores if they don’t need to buy
- 37% only buy from companies and brands they trust
- Nearly all of these consumers don’t expect to spend more money next year
Half of cautious planners read online reviews and compare prices online, and around 40% research products and services. They are not likely to be influenced by celebrity endorsements, bloggers or social media influencers, and government or expert organizations.
These consumers are most likely influenced by friend and family recommendations, independent consumer reviews, and brand or company websites. They are likely to prefer bargains, secondhand products and high-quality products.
The undaunted striver, which makes up 16% of the population, is the image-focused, tech-loving consumer. These consumers tend to be engaged in social media because it portrays a lifestyle they emulate, Euromonitor said.
Here are some key stats on the undaunted striver:
- More than 85% want
- Uniquely tailored products and services
- Others to believe they’re doing well
- to cultivate a personal online brand
- to be distinct from others
- Nearly all interact with brands and retailers on social media
- 39% share or retweet products and 37% share their purchases with their network
- 86% prefer branded goods over private labels
- Half plan to increase spending next year
- 37% seek out unique niche or hard-to-find brands
The vast majority of undaunted strivers extensively research products and services and over half read online reviews and compare prices online. They are influenced most by brand or company websites, friend or family recommendations and social media networks.
These shoppers prefer buying new items over repairing broken ones, renting for special occasions and buying from niche brands that are hard to find or unique.
They are also least likely to be influenced by celebrity endorsements and government or expert organizations.
The impulsive spender loves trends, bargains, social media and engaging with brands, Euromonitor said. These consumers make up 10% of the population.
Here are some key stats on the impulsive spender:
- Most of these consumers use technology to improve their daily lives
- 71% want to engage with companies to influence product innovation
- Significantly more than half visit or update social media daily
- More than 40% will buy themselves little treats and enjoy browsing stores
- 42% will buy products on social media
- 85% like trying new services and products
Impulsive spenders are likely to research products, regularly read online reviews and compare prices online. They are most likely to be influenced by friend and family recommendations, independent consumer reviews, and brand or company websites.
These consumers prefer high-quality products, bargains and strong or well-known brands.
On the other hand, they are unlikely to be influenced by celebrity endorsements, government or expert organizations, and bloggers or social media influencers.
Euromonitor estimates that 14% of consumers are balanced optimists. These consumers value learning about other cultures, spending time on themselves, friends and family, and boundaries.
Here are some key stats on the balanced optimist:
- More than half like finding bargains
- 38% will buy secondhand products
- Less than a quarter enjoy spending money over saving it
- Very few are planning to spend more money next year
- 74% are looking for ways to simplify life
- 39% will spend money to save time
About half of these consumers extensively research products and services, read online product reviews and compare prices online.
They are influenced most by friend and family recommendations, independent consumer reviews and product labels and packaging. Balanced optimists prefer bargains, high-quality products and secondhand products.
Celebrity endorsements, bloggers and social media influencers and brand or company social media accounts are least likely to influence these consumers.
Empowered activists encompass 14% of the global population and are focused on authenticity and advocacy for social, environmental and political justice issues. Euromonitor said while these consumers are focused on global issues, recently they’ve started to focus on local communities and personal wellness as well.
Here are some key stats on the empowered activist:
- They are focused on the environment, making a difference with their choices, and giving back to those in need
- 70% value being active in their community and half anticipate being more involved in the future
- A quarter will boycott companies that don’t share their beliefs
- 69% will only buy from companies they trust completely
- 36% say buying eco-friendly and ethical goods makes them feel good
- Around 30% make buying decisions based on a company’s social and political beliefs
Empowered activists are likely to do extensive research, read online reviews and compare prices online. They also prefer bargains, high-quality products and strong or well-known brands.
They are likely to be influenced by friend and family recommendations, independent consumer reviews and product labels and packaging. It is unlikely they will be influenced by celebrity endorsements, bloggers or social media influencers, and government or expert organizations.
Conservative homebodies, 6% of the population, value close relationships and spending time at home, and are unlikely to value image or following trends.
Here are some key stats about the conservative homebody:
- 83% rarely make impulse purchases
- Just over 70% do not often seek out well-known or strong brands
- Over half do not expect to spend more money next year
- Half of conservative homebodies like finding bargains
- 45% shop in stores with engaging experiences
Over half of conservative homebodies are unlikely to extensively research products, read online reviews and compare prices online. They are also unlikely to be influenced by celebrity endorsement, bloggers or social media influencers, and social media networks.
These consumers are likely to be influenced by friend and family recommendations, product labeling and packaging, and independent consumer reviews. They prefer bargains, high-quality products and secondhand products.
