Mintel’s Senior Trends Consultant Richard Cope outlines the four trends set to impact the consumer market in the UK, examining the areas of commercial opportunity for brands – and what consumers will be buying into in 2014.
1 – Internationalism on the agenda
‘After a period of Brand Britannia fever, driven by Olympic medals, Royal weddings and births, in 2014 it will be time for British consumers to look outwards at other countries. Next year’s sporting events, immigration legislation and pending referendums will put other countries’ products on the menu and Mintel’s research highlights that Brits are open, curious and savvy when it comes to buying into new, engaging or better value products from abroad.’
‘Mintel’s research finds that in spite of recent events, “patriotic purchasing” remains something of a myth and British custom is there to be won: 48% of consumers agree that “price matters more than whether a product is British” and 30% say “I do not feel any loyalty to buying...
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