Around 2 in 5 consumers expect in-person everyday activities: report

Brands should improve their operations to attract these customers.

Businesses should brace themselves for the return of social events out-of-home, around 39% have said that more of their everyday activities will be conducted in person over the next five years.

In the Top 10 Global Consumer Trends 2023, Euromonitor International said consumers are now resuming in-person social gatherings ranging from exercise classes to happy hours to get back on track.

Consumers have “revived routines” which combine pandemic-drive habits with their need for consistency and “attempt” to return to simpler times.

“Consumers are settling into new schedules and navigating a return to reality. They’re eager to get on with their lives despite uncertainties ahead,” Euromonitor said.

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“Companies should prepare for a surge in out-of-home consumption. Businesses need to bring the fun, reengage consumers and help them attain a sense of normalcy,” it added.

In 2022, around 28% of consumers planned to increase their restaurant visits, up from 25% in 2021, whilst those who want to visit cinema, concerts or theatre was up by 26% from 23% in the same period.

Fashion and beauty brands are going to be big beneficiaries of this trend as consumers dress to impress, with global sales of premium beauty and personal care products expected to reach $151b in 2023.

The revived routines trend also provides an opportunity for businesses to improve their on-trade distribution strategy.

“A goal for businesses should be to encourage and support consumers that want to get back into Revived Routines. Products and services that boost confidence will prevail. Experiential retail and foodservice could reinvigorate brand engagements, adventure and enthusiasm,” the report read.