Consumer Behavior Trends for 2009

CHICAGO—With the country deep in a recession, consumers are shifting their behavior trends and looking for bargains and companies they trust, while still treating themselves to some perks. Mintel released its 2009 predictions, which forecasts five major ways consumers will adapt and make the best of next year, and how manufacturers will need to respond to those changes.

Mintel’s director of research, Joan Holleran, noted: “People around the world are feeling insecure and are already looking to re-establish a sense of stability in their lives. In the coming year, it will be more important than ever for businesses to respond quickly and creatively to changing consumer needs and desires, as we all become more selective in how we spend our money.”

Trends include consumers taking control, simplifying and purifying, rebuilding trust with companies, tightening purse strings but allowing for little luxuries, and making time for relaxation.