2022 South APAC Consumer Trends

The pandemic, economic fluctuations, and local and global events in 2020-21 have caused consumers to form new behaviors, attitudes, and values. Mintel’s 2022 Global Consumer Trends recognize these consumer shifts and share predictions on how brands can prepare for upcoming evolutions in consumer behavior. Here, we explore three of the trends and how they’re playing out in the South APAC region.

‘Enjoyment Everywhere’ trend: Finding and maintaining joy in blended realities

Having endured some of the world’s longest and strictest lockdowns, consumers in the region are looking to break out of those confines and crave enjoyment beyond the ‘usual’, with nearly half of Indian consumers strongly agreeing that they seek fun in all aspects of life. This will be especially relevant in the next 12 months as consumers are equipping themselves with technology and immersing in novel experiences that offer a reprieve and sense of joy.

Embracing immersive escapism will require brands to get creative with the use of technology in order to differentiate themselves. One example is Dom’s Bar & Kitchen in Malaysia which has incorporated AR technology in its menu, allowing guests to scan it and see 3D models of their food and drink options. Dom’s has also transformed its interior wall paintings and brought them to life using AR filters for a more interactive dining experience.

As consumers continue to look for ways to enhance their lives, the intersection between the physical and digital worlds will become even more natural and seamless in the next five years. Consumers will find their own balance between the two.

In their pursuit of this ‘inward joy’, over a third of Vietnamese consumers say that exploring their spirituality is one of their top health and wellness priorities, whereas half of consumers in New Zealand have participated in outdoor activities, like walking and bird watching, in the past 12 months. Meanwhile, over half of Indonesian consumers are actively seeking ways to disconnect from their smartphones throughout the day.

‘In Control’ trend: Consumers are taking the driver’s seat and brands must pave the way

The uncertainty of the pandemic has put a spotlight on consumers’ need for empowerment and agency over their lives. It is critical for brands to understand what consumers need help with and how they want to receive this help. Consumers will seek alliances from brands interested in the issues that matter to them and look to brands to provide them with tools that will make them feel that they are in the driver’s seat.

This will place a premium on truthfulness in the backdrop of public misinformation. Social media platforms are increasingly taking steps to tackle online misinformation, and today, consumers not only expect brands to provide them with factual information but also to keep their personal data safe, a statement that 80% of Singaporean consumers agree with.

We will also see consumers becoming more self-sufficient through the use of mobile applications and body-tech. From health to finance, they will look for ways to be more independent and resilient. To provide consumers with a sense of control, these technologies and resources must be readily available and easily incorporated into their busy lives.

Saving the planet is on top of consumers’ minds

It is only in recent years that climate activism went mainstream, and consumers are calling on businesses and governments to come up with solutions. Consumers themselves are optimistic and want to make a difference with two-thirds of Thai consumers believing that there is still time to save the planet if we act now.

Mintel Trends Manager, APAC: “The consumers will also start to demand more transparency on the carbon footprint of the products that they buy. They’ll look to companies to provide them with climate-friendly consumption choices and guidance around how to make climate-friendly purchase decisions.”

As the effects of the climate crisis become more tangible, so too, will consumers expect tangible benefits from claims that brands make. They will more likely be willing to pay more for basic commodities, Brands must position their products at the right price point and drive sustainability conversation in the right way without sacrificing the fundamentals such as safety, quality, and usability.