Top-up shop and vloggers tipped as major trends for 2015, says Euromonitor

By Erin Smith

Published: 20 January, 2015

Euromonitor forecasts the rise of convenience shopping and the growing power of vloggers or "native influencers" as two consumer trends expected to grow in 2015 that could impact the drinks trade.

In a recent report by the consumer market research firm, consumer trends analyst Daphne Kasriel-Alexander, outlined the top 10 global consumer trends this year including consumer preference for "top-up shopping" and smaller neighbourhood stores.

According to the report, a 2014 survey conducted by global property consultants firm CBRE, polled "21,000 consumers in 20 Eastern and Western European countries and South Africa found that around half of consumers prefer smaller shopping centres with convenient access."

Shoppers' selecting to buy less and more frequently is now translating to the decline of megastores according to recent data.

"Figures released at the beginning of August 2014 from global property consultants CBRE suggest megastores are in decline, with planned floor space shrinking [...] Mid-2014 research from the UK's Future High Street Forum conducted by Southampton University also stresses the revived consumer interest in top-up trips to local stores," according to Kasriel-Alexander.

Euromonitor forecasts that in 2015 sales in grocery retailers in the UK will grow at 0.2%, however for convenience stores sales growth is expected to be significantly higher at 2.5%.

With limited space in smaller shops, the product range that major retailers decide to offer in-store could be more limited with more selection being moved to the digital space.

Another prediction for 2015 according to Euromonitor will be the further rise of "native" influencers among young people with the likes of vloggers (or video bloggers), will be a growing trend in shaping consumer purchases for 2015 and beyond.

In 2015 brands will be looking to start tapping this channel more effectively to reach new consumers, according to the Euromonitor's report.

In Harper's most recent in-depth report Demystifying E-Commerce, in 2014 British consumers spent more than £700 million a week buying goods online, with 25% of participants in our latest consumer survey having bought wine online. The potential for 'native' influencers to grow sales in the wine trade, especially among younger consumers that are online, could be significant.

The role of the vlogger is helping to translate product recommendations into sales for big brands. There is a big opportunity among wine and spirits brands to harness this space as there is little to no competition currently out there.

Two hugely successful vloggers from the UK include Alfie Deyes, 21 and his girlfriend Zoe Sugg, known as Zoella. Deyes' most recent book topped the Amazon bestseller lists. Sugg has 12 million vlog hits a month and six million YouTube followers. Her most recent book "Girl Online" outsold JK Rowling's and Dan Brown's debut books in its first week.

Harpers e-commerce report is published as part of the Demsytifying the Consumer reports published by Harpers new Data & Insights division. It can be purchased for £1,250 plus VAT through Willliam Reed Business Media's online shop. The other reports,Demystifying the Consumer in the UK off-trade, and Demystifying the Consumer in the on-trade can also be bought through the shop. All reports are priced at £1,250 plus VAT with a 20% discount if you buy two or more. For more details go to shop.william-reed.com/all-products/reports.htm

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