Market researchers Euromonitor International today released their latest update of the 10 Global Consumer Types.

Researchers found the global distribution of consumers across these 10 types to be as follows:

• Undaunted Striver (17% of total)
• Secure Traditionalist (16%)
• Empowered Activist (15%)
• Impulsive Spender (14%)
• Minimalist Seeker (12%)
• Conservative Homebody (8%)
• Balanced Optimist (6%()
• Cautious Planner (5%)
• Self-care Aficionado (5%)
• Inspired Adventurer (4%)

Euromonitor's segmentation takes into consideration preferences including:

• Media consumption
• Buying behaviors
• Individual aspirations

Here are Euromonitor International's recommendations for targeting of the 10 Global Consumer Types:

Impulsive Spender (14%)

• Easy-to-use shopping that facilitates quick purchases
• Personalized experiences
• Promote value and bargains
• Seamless cross-channel shopping

Minimalist Seeker (12%)

• Label products as sustainable, locally-sourced, or with high-quality ingredients
• Facilitate comparison shopping
• Promote waste-reducing products- recyclable, etc.

Secure Traditionalist (16%)

• Alleviate technology anxiety
• Prominent low prices and discounts on essentials
• Fast, easy shopping experience

Empowered Activist (15%)

• Emphasize green and sustainable features
• Competitive pricing
• Loyalty programs
• Alignment of brand with global issues: sustainability, welfare, charity

Undaunted Striver (17%)

• Personalized shopping experiences and high brand engagement
• Promotion of latest trends through social media and celebrity endorsements
• Seamless cross-channel shopping experience
• Green/sustainable labeling

Conservative Homebody (8%)

• Promote products that enhance personal well-being. facilitate time spent with friends/family
• Clear discounts, value
• Seamless cross-channel shopping experience
• Facilitate fast purchases while offering unique/memorable shopping experience

Inspired Adventurer (3%)

• Promote products that enhance health and wellbeing
• Discounts, low prices
• Easy buying
• Prioritize self-improvement products

Cautious Planner (5%)

• Clear information on features and prices to facilitate product research
• Competitive pricing
• Reviews and testimonials
• Loyalty programs
• Quick buy plus memorable shopping experience

Self-care Aficionado (5%)

• Promote products that facilitate spending time with friends/family
• Prioritize products that enhance physical and mental wellbeing
• Market in collaboration with travel and cultural experiences

Balanced Optimist (6%)

• Promote products that enhance personal wellbeing or facilitate spending time with friends, family
• Discounts and value for money
• Seamless cross-channel shopping experience

Impact of the COVID-19 pandemic

Some types underwent significant share changes 2019 to 2021:

Lost share:

• Inspired Adventurer, down from 8% to 4%
• Conservative Homebody, down from 13% to 8%
• Impulsive spender, down from 15% to 14%

Gained share:

• Cautious Planner, up from 4% to 5%
• Balanced Optimist, up from 5% to 6%
• Empowered Activist, up from 9% to 15%
• Secure traditionalist, up from 12% to 16%
• Undaunted Striver, up from 10% to 17%

Euromonitor International analysts speculate that pandemic-related financial uncertainty, job losses and economic recession may have increased the numbers of Secure Traditionalists and Balanced Optimists.

Comments:

Consumer Types that look to me like the best prospects for businesses not trying to be the lowest-cost provider:

• Impulsive Spenders (14%)
• Empowered Activists (15%) but for specific product categories only: green, sustainable, travel (and probably diversity also, although not mentioned by Euromonitor International)
• Undaunted Strivers (17%)
• Self-care Aficionado (5%) but for specific product categories only: travel, cultural