2019 Consumer and Consumer Tendencies in the Nordic Region

Futurist Marianne LevinsenFremforsk, Centre For Future Studies,

www.fremforsk.dk

Source: Danmarks Statistik

In Denmark 2, 6 % per yearMore and more “ free” money to

each of us the next 10 years

0

1000

2000

3000

4000

5000

6000

7000

8000

1846 1857 1868 1879 1890 1901 1912 1923 1934 1945 1956 1967 1978 1989 2000 2011

Norway3,4% per year

40% in ten years

Situational consumption:We buy by

inspiration and temptation• Private consumption will rise from 25 to 40 % in the

nordic region• Our wealth and prosperity has several impacts on the

ways we shop.• We do not by out of basic needs but increasingly by

inspiration, temptation or simply by coincident• Fremforsk and others studies of consumers and

shopping behavior in shopping centers and shops in inner city confirm this.

• There is a clear positive correlation between wealth and travelling

• A glorious future for tax free and travel retail !!!

Dimensions insituational consumption

• Gender and modes• Phases of life ( youth, family or senior) and transitions• The seasons of the year • Vacations, days off and a few hours at your own• Moore people choose to buy clothing, perfume, and

others products on holidays • 24 hours a day – and the phases of a day• The unexpected event – happens every day• All the predicable events of a normal day• With whom? Alone, partner or friends?• In what context? Where, what, when?

Situationel consumption as

a growing Trend

A B

The The modernmodern consumersconsumerssplittedsplitted worldsworlds

Highquality at low price

Uniqueor veryspecialitems

Duty free and travel retail

• Tax free and our products can be found in both worlds• Modern consumers consider perfume, skin care and

make up as basic goods. • As a consequence they want a high quality at a lower

price when they buy taxfree• Other people consider the same products as luxury and

as something special.• This depends on peoples income and profession• Today luxury will be basic goods in few years

Modernism after the industrial era

In the industrial society the production was in focus – Spending, relaxation and reproduction occurred with production

in mind – Purpose determination in behavior and body - discipline

The postmodern society is all about shopping:The body is an uncontrollable shopping platform – head

for endless desire…This is reflected in the homes, travelling, the behavior and

perception of society: – A job is spending, individual interior design, snacks and coffee

on-the-go, loose party arrangements, constant changing appointments, films, books, long and short travels, music as constant on-going spending

The new phases of Life

Six Generations as consumers and citizens

Baby BoomersBorn 1940-54

Post war generation –educational boom

Reinventing every phase of life

Rock, beat, soul

Tech: The pill

Generation Jones

Recently discovered

Large generation

Design, ethics, idea

Against divorce, pro family – tech: Stereo set

Born 1955-64

Generation X

The so-what generation

Small after the pill

Selfcenteret, extrovert

Personal succes, Video, workaholics, love brands

Born 1965-77

Generation Y

The smallest gen.

Fun shoppers, great social skills, Myself inc., situational consumption managing many choices

1978-89, PC, cell-phone

Generation Z

Between war gen.,

Project & trophy kids

Be famous, groups based

Digital natives

Born 1990-2001

New Millenium

After 9-11 generation

Cultural homogenization

EU as native soil

Wi–Fi (Wireless internet)

Født 2002 -

Babyboomersborn 1940-54

• The huge post war generation• This generation is much better educated and has much

moore money /wealth than their parents• Digital immigrant – the technologies that they are

familar with is the pill, the television and the telephone• The first generation of grasshoppers - eat all of it, and

leave nothing behind you. • Travelling is a very important element of fullfilling their

dreams as retired as long as they are is good shape.

Babyboomer as costumers

• They are loyal to local shops and trust persons theyknow can provide the right personal service before, during and after the purchase of a product.

• They prefer to solve problems, shop, or getinformations face to face or by the phone

• They do use the internet, but only to find or buy thingsthat other people have told them, that they can do without any risk for instance travel, banking,

• They prefer to shop as a couple or with friends both as constumers and travellers they like to be understoodand helped personally by a nice serviceminded person

� More conscious and cynical consumers� Design, ethics, idea� Against divorce, like family values, society is important � Money!� Interrail-generation� A new beginning at 40, 50 and 60 – reinventing yourself� Status, position � A succesful life is family, career and leisure – all

together – a balanced life� Perfection is the goal

Generations X born 1965- 1977

• The first generation after the pill• The individual way- self-centered generation• Workaholics – personal succes and status• Brand enthusiasts• As costumers Generation Jones and generation X

Are Cynical and very focused on price and value• Some are real digital shoppers, others still prefer the

fysical shop• Family and shopping for their children, They prefer the

shopping center with the kids

Abercrombie & Fitch,

N.Y.

Generation Y ( 1978-89)and Z (digital natives)

(1990-2001)

• The first on- line and Google it! ..Information, shopping, chatting, downloading music

• The digital natives can´t remember a life without a pc and a cell-phone

• Let´s find the best price of a product world wide and buy it• Funshoppers and friends, travelling, party and work• Without the cell-phone ” I feel Naked”• Personal recognition for what I say or do, what´s in it for me !• Social networking is a must in life. www.facebook.com,

www.Twitters.com, www.myspace.com, www.Youtube.com• Personal style over Brands – the top is to create your own

products, music, way of doing things.

Generations and Consequences

• The first design-seniors appear in 2014 - design a mass product • Generation Y will be starting families from 2008• Texting and GRPS and Web based sales will explode the next 10

years• Interrailers as seniors from 2015 – it is time to travel. • Starting over will be commonplace – happening right now..• First Wi-Fi teenagers in 2014 • 2018 – everyone under 40 has a situational consumption pattern • From brands to style and style nomads.• In 2010 information overload means that recommendations from

friends become increasingly significant• Trend relativism among Generation Z’s members

Importants Trends for Tax free and and travel retail

Time and Energy, Space

and Attention

Shortage of time and attentionRetailing will be in fierce competition with e-tail Increased shopping while traveling, staying abroad or other timesCreate destinationsShopping Centers becoming a brand Recharging as a concept

Luxury the next teen years

• Future luxury will be about time, attention ( overload of information), room & space, peace & quiet, nature & purity and safety.

• The democratization of consumption will continue• Mass culture will influence design and art • Future trendsetting more scattered and undergoing

democratization..• The elite is no longer trendsetting – It´s a tough world with

many and changing trendsetters • Luxury is reducing complexity of life and an important future

commodity will be: Buying simplification both in a material and immaterial form

Teknologi:from

Web 2.0 to 3.0

� Situational Shopping impulses via the web, cell phones etc.� Web TV a significant media factor.� Brand channels will be common � The shop or the mall: A connection hub � Customary to contact the consumer’s existing products � Pop-up Retail will be online in a few years � Consumers will receive offers while they are walking around� E-mail and other forms of communication will take place in

social venues in a few years� Involvement, open source and transparency� After sales – coming home from the journey

Consumer Tendencies and Consequences in 8-10 Years

• The green and sustainable will be taken for granted • The ethical, the healthy and the conscientiously correct will receive

a lot of attention in 8-10 years• The health as products, in workplace, in shop and lifestyle will be

massive in 8-10 years.• The fun and the unexpected will be part of future products and

stores Will fusion with more serious messages • Shops that has a speciel product, settings, history, individual way

of selling af creating a purchase( Build a Bear)• Discount exists, is more exquisite and inviting and has a lasting

role to play• A fusion between health and wellness - new shop concepts

The networked person – business man or women

a fast growing number of people

• Observed in airport lounges, on fast inner-citytrains and motorway service station allways onthe run from one place to another

• Decisionsmaking and problemsolving on laptopcomputer, I-phone, a cell phone and a Black berry for e-mails

• Regular constumers in airports• They lack time and travel retail is a necessity for

them in their everyday life. ( basic goods and gifts)

Truckdrivers and otherregular travellers by sea

• Regular costumers• They are in a working mood, not on holiday• Do you do somethings special for them that

make them like to spend money before, duringand after the journey ??

• Have they ever been asked what kind og thingsthey would like to buy and how they would liketo buy them.

• Potential market

Source: Survey on the atttitudes of europeans toward Tourism, European

Commission, march 2009

1. Purpose : Recreation

Foreign Tourist top 3 in Nordic

region 2006Denmark: DE,NO, SESweden: NO, DE, DKFinland: SE, DE, UK, Latvia: DE, FI, UK,Estonia: FI, SE, DELithuania: DE, PL; UKSource: eurostat.

Norway: DK, SE, NL ( 2007)Iceland: UK, DE, US

Travelpattern the next 10 years

• From one long holiday pr. household• Several long holidays or weekends/ short holidays each

year for both the family and different family members• In some countries mainly domistic and other mainly

abroad• The distribution of Wealth and travelling• Most people view travels domestic or abroad as a basic

necessity of their life• Your challenge is to make all professions, nationalities

and generations want to continue or buy moore the nextten years

Marianne Levinsen

Montanagade 29E, 1. th.Postboks 2758000 Århus C

E: mlev@fremforsk.dkT: 86 11 47 44M: 20 67 45 01

www.fremforsk.dk