Table of Content

Consumer landscape 2021
Life priorities
Family-orientated consumers prioritise less time for themselves
Time for work is prioritised much more than time for personal activities
Prioritising time for work is more important to Baby Boomers
Consumers value curated experiences and unique and tailored products
Gen Z more focused on being distinct from others
Over 70% like to try new products and services
All cohorts extensively research the products and services they consume
Home life
Half of respondents still entertain friends/family in their homes weekly
All generations participate in high levels of home exercise routines
Energy efficiency and air quality important to consumers
Smart home functionality has greater appeal to Gen Z
Eating habits
High rates of food delivery/pick-up drive down desire to cook at home
Gen Z less likely to cook for themselves as ordering in more convenient
Foods that are healthy, natural and low priced appeal to consumers
B aby Boomers choosing a flexitarian diet more than other cohorts
Over a third have a more relaxed approach to their mealtimes
Working life
Earning a high salary is top priority, especially for the male workforce
Younger generations more focused on jobs that offer work-life balance
Gen X are more concerned about job security
E xpectation to work from home in future equal to global average
Gen Z sights are on working abroad in future
Sustainable living
Nearly 70% are trying to have a positive impact on the environment
Over 25% of Gen Z “strongly agree” they are worried about climate change
Reducing the use of plastics and food waste top priorities
Gen Z focus their green behaviours on reducing use of plastics
Energy efficiency important to consumers in a desert climate
Gen Z/Baby Boomers share levels of repairing and using sustainable packaging
Consumers willing to support charities that share their values
Gen Z more actively share their opinions on social media
Leisure habits
S ocialising online with friends has surged during the pandemic
Gen Z have embraced online learning
S ocially mobile residents like to regularly get together with friends
Younger generations prefer socialising with friends over shopping
Over half have taken both domestic and international trips
Relaxing and family-orientated holidays in a safe destination top the list
Gen Z less interested in all-inclusive resorts than other cohorts
Health and wellness
Females have much lower participation in regular physical exercise
Over a third walk or hike for exercise every day
Residents use dedicated cycling tracks to keep fit on their bikes
Traditional stress-reduction activities most popular
Herbal remedies to reduce stress more popular among Gen X
Shopping habits
Personalised and tailored shopping experiences more valued than global
Baby Boomers focus on spending less to afford high-quality items
Residents influenced to buy mainly on friends/family recommendations
Gen Z have more balanced approach to shopping influences
Convenience is biggest driver of subscription services uptake
Immediate purchase is an important motivator for in-store shoppers
Gen Z like to shop in-store so they can easily return unwanted items
Best price and free shipping are key online shopping motivations
Gen Z more focused on free shipping and Gen X on best prices
Technology
Privacy is a concern but over 40% share their data to receive offers
Millennials show stronger preference to communicate online
Ownership rates for all devices higher than global average
Smartwatch and fitness wearable ownership far exceed global average
Residents are highly active on social networking sites
Nearly 60% of Gen Z take part in online video gaming every week