GfK identifies major consumer trends 2014

In its annual survey, GfK – Gesellschaft für Konsumforschung – has revealed the five major consumer trends that will guide consumer behavior and people’s buying decisions in the year 2014. To this end, GfK’s trend researchers have interviewed more than 40.000 customers worldwide about their values, beliefs, attitudes and behaviors.

Trend No.  1: Safe & Secure

Consumers are willing to pay price premiums for products and services bringing about safety and security.

Trend No.  2: Eco-Citizenship

Consumers are more and more becoming aware of the impact their actions have on the environment and start adapting their behavior accordingly.

Trend No.  3: Experience

The importance of material possessions retreats into the background. Instead, people define themselves by activities and shared experiences.

Trend No.  4: House to Home

People return to their roots and cherish the feeling of a “safe haven”.

Trend No.  5: Considered Consumption

People convey their values and beliefs by the things they do and buy.


Further information:

Source: GfK – Gesellschaft für Konsumforschung