The 10 mega-trends that Datamonitor believes will impact/shape new products and services to come include:

• Age Complexity: “age defying consumption” meets the trend of “age as identity.” While parents indulge their own childishness, younger consumers are constantly acquiring greater autonomous spending power and developing brand awareness and loyalty at a younger age. Datamonitor recommends that manufacturers offer age defying products that are aligned with the aspirational age of consumers (i.e. a desire to be older or younger). "Ageless marketing,” which targets values and attitudes that are universally shared by generations rather than specific age groups, will also be important.

• Gender Complexity: the feminization of men and the rise of “role anxiety.” Gender roles are less defined than ever before. Male dieting and actively seeking out healthier food and drinks also characterizes how males are defying traditional macho consumption. However, the prevailing existence of macho values means that traditional ideals of what it is to be a “man” persists, and machismo themes still have strong relevance in products such as beer and cars.

• Lifestage Complexity: traditional lifestages being delayed or abandoned. Three core trends influencing the lifestage complexity trend include extended time as singletons, extended time spent as older consumers and the phenomenon of boomeranging children. For many young people the process of leaving home is becoming more complex and cyclical across the continents with young people either delaying their departure or returning home after a period of independence.

• Income Complexity: rising expectations and changing perceptions of luxury. Lower income and mid-market consumers are increasingly seeking luxury on a budget and are increasingly influenced by what is known as the “democratization of luxury.” In recent years, the trend for “accessible premium” brands has emerged, reducing the high entry barrier that the industry once maintained for premium products. Upmarket luxury is also changing with many higher income consumers abandoning conspicuous consumption and instead looking for professional quality.

• Individualism: the march towards self-expression. The large increase in the number of singles in western societies is important, reflected in the trend for "looking after me," which centers on self-orientated gratification and is reflected in their spending patterns. Individualism is also reflected in consumption by the fact that over half of European and U.S. consumers feel “brands that match their attitudes and outlook on life” are important. A majority (86%) also felt that “products and services designed for specific needs” were important.

• Sensory: experimental, sensation seeking consumers. Nowadays consumers are seeking out more intense experiences from products and are more willing to experiment with new products. "Tapping into fascination with foreign cultures and flavors is also increasingly possible as globalization drives experimentation," commented Mr. Bone.

• Comfort: cocooning consumers focusing on home, tradition and simplification. Comfort focuses on newfound or heightened demands for safety, simplicity, tradition and staying within the "comfort zone." Key behavioral trends include self-indulgence, nostalgic consumerism, simplifying, cocooning (89% of European and U.S. consumers regard their homes as “a place of safety”) and ethnocentric consumption.

• Connectivity: the increasing desire for belonging. Datamonitor attributes, in part, the growth in ethical consumption and wristband phenomenon to connectivity needs because such consumption is about community belonging and demonstrating shared values and attitudes. Another one of the more pertinent sub-trends in the last 12 months has been blogging and corporations are increasingly using such media to supplement focus group research activities.

• Convenience: the demand for easier, faster and disposable products. Time saving products and “quick fixes” are important to 82% of European and U.S. consumers. Convenience is also impacting personal care consumption; 57% of European and U.S. consumers report that they groom while on-the-move and 58% admit to grooming at-work.

• Health: the growing recognition that physical and mental wellbeing matter. An overwhelming majority (90%) of European and U.S. consumers feel that improving health is important. More significant is that 64% of Europeans and U.S. consumers actually took "steps" to improve their health during 2003-04. The health mega-trend also continues to be a major driver towards preferences for all things natural and organic; the CAGR will exceed 10% in the U.S. and European food and drink markets over the next five years. Datamonitor also identifies the crossover trend of health and convenience (health on-the-go) as an under-targeted opportunity with high growth potential.