Central and Eastern European Consumers Are Joining the Global Trends for Change


Daphne Kasriel-Alexander

About Daphne Kasriel-Alexander

Daphne Kasriel-Alexander works as Consumer Trends Consultant with Euromonitor International. She commissions analysis on consumer trends and writes Euromonitor’s Top 10 Global Consumer Trends report helping businesses and organisations decode their consumers. She is inspired by making sense of contradictory global trends such as a desire for instant gratification alongside a celebration of frugality.

Nowadays, consumers are more demanding than ever before, when it comes to products, services and brands and they are using digital tools to articulate and fulfil their needs. The 2017 consumer is harder to characterise, not least because their identity is multidimensional and in flux, with shoppers more likely to have a hand in defining themselves and their needs.

Consumers want safety in a perceived volatile world, particularly for their nearest and dearest, and they look to tech tools to help them in this quest. They want to shop faster and more conveniently. They want authenticity in what they buy and expect to find elements of personalisation in mass-produced items as well as upscale ones. For instance, consumers who are ‘beyond average’ in terms of size or dietary needs, are pushing to ensure that their needs are better met.

The global cultural reverence for wellness means many consumers regard it as a status symbol, particularly as the significance of material things, as indicators of achievement, pales. Consumer requirements are even extending to the post-purchase experience; to the consumer’s relationship with a brand, once the initial transaction taken place.

Younger ‘consumers in training’ have a voice that goes beyond the traditional ‘pester power’ (the ability of children to pressurise their parents into buying them things). This gives them a more active role in what is purchased, often turning them into functioning in-house shopping consultants. Consumers aged over 50: the so called “baby boomers” are the youngest and most vocal members of a generation known for their outspoken views. They are living a changed ageing narrative, themselves, with articulate ‘ambassadors’ and organisational advocates who have greater faith in their abilities and purpose.

The ‘Top 10 Global Consumer Trends for 2017 Report’ has also influenced Eastern and Central European consumers, particularly because the internet is a great leveller: digital life brings developments and consumer views instantaneously; from vloggers (video bloggers), bloggers and news sites to on-liners in various global regions. This facilitates the sharing of opinions and consumer critiques of brands (positive as well as negative) between consumers around the world.

The whole landscape of the relationship between consumer and brand is changing. Eastern and Central European consumers are also listening less carefully to company messages and more to each other, when making purchasing choices and they are sharing buying experiences, lifestyle habits and consumption aspirations.

Brands need to engage with key consumer trends to understand how to decode their current and new consumers in this region as well. Companies now have to insert themselves into on-line conversations, often on social networking and to commit to communicating with their connected consumers in real time. They need to do this in order to reach out to their existing, and their potential, audiences who are less brand-loyal and less open to traditional marketing approaches.


Trends which will reign around the world in 2017: ageing: a changing narrative; consumer in training; extraordinary; faster shopping; get real: the allure of authenticity; identity in flux; personalise it; post-purchase; privacy and security; wellness as status symbol. Click here to see the complete Top 10 Global Consumer Trends for 2017.


The views expressed in this opinion editorial are the author’s own and do not necessarily reflect Emerging Europe’s editorial policy.


Poland Needs to Cling to the Eurozone

zloty euro emerging europe

Bulgaria Needs a Reform-Oriented Government to Take Full Advantage of its EU Membership

bulgaria emerging europe

Nagorno-Karabakh Conflict Moves from Frozen to Kinetic


A New Division Between Eastern And Western Europe?

How Will Poland Approach the Brexit Negotiations?

Poland’s Drift Away From Democracy

Is the Level of Foreign Ownership a Problem in Emerging Europe?

Flags of European countries flying from their capital cities. Viewed from the South.

Under Promise, Over Deliver: Prospects for the EU’s Eastern Partnership in 2018

Eastern partnership

Will Poland Leave the European Union?


Not All Quiet on the Eastern Front

Political Tensions Rise As Croatia Allegedly Breaks the Dublin III Refugee Regulation

croatia migrants

Only a United Opposition Can Defeat Poland’s Ruling Law and Justice Party

Classical building of Polish parliament. Warsaw in Poland.

Prepare for a New Europe

CEE-Benefits and Disadvantages of Joining the Eurozone

forint zloty euro

Adam Smith’s Warning for Poland

Belarusian Journalists Still Face Huge Problems

Let’s Stop Wasting Time Redefining our Place in Europe

The Long Tail of Global Expansion

European Volatility Makes Economic Development Slower for Ukraine

Moldova Falls Victim to Politicising

moldova emerging europe

PiS Uses Media Control to Bring Poland to Heel

Jaroslaw kaczynski pis emerging europe

Ukraine’s Reputation for Cheap Labour May Not Ring True in the Long-term

E-lifestyle and Cyber Security: Some Views From Estonia

Cyber Security Protection Firewall Interface Concept

A Positive and Modern View of Entrepreneurship

United or Divided? Europe in the Face of the Challenges of Tomorrow

The Capital Markets Union: a New Beginning in the European Financial Sector?

Hungary and Israel: the Collision of Past and Present

Budapest synagoge

Falling into Old Ways in 2017? Ukraine’s Struggle for Functioning Economic Institutions

Fiscal Policy Predictability in CEE — It’s Time for Change

Will the New Five-day Visa-free Regime Encourage More Visitors to Belarus?

Could the West At Least Help Ukraine To Insure FDI Against Political Risks?

Where’s My Cheese? – The GREAT British Food Tour 2014

Cheese Shop

The GREAT London Food Scene

Bakery in London

History as Destiny? Institutional Erosion in Ukraine and Poland

When Neutrality Isn’t an Option

President of the Russian Federation Vladimir Putin

Romania Surviving the Waves of Recent Political Tsunamis in Europe

After 25 Years of Restructuring, the Romanian Power Sector Is at a Crossroad

Is there any prospect of ‘Polexit’?

poland european union polexit

The EU’s Choice: Fundamental Reform Or Disintegration

Global Expansion in the Digital Age

EU Visa-Liberalisation Strengthens Georgia’s Pro-Western Path

georgia emerging europe eu

Changing Perspectives and Showing That True Romania is a Vibrant Innovative Country

Stuck in Neutral: Georgia’s Constitutional Reforms

Tbilisi Parliament Georgia

Poland’s Capital Saturation Lower Than the Czech Republic’s

deloitte fdi poland

Outsourcing in Germany: Stop Talking at and Start Talking to

The Sharing Economy Could Bring New Business Models to CEE

A Bosnian Referendum Shows Russia’s Influence in the Balkans—As Well As Its Limits

China: A Giant That Is Hard to Crack

Partnership is the Key to CEE-Indian Business

Measuring Growth of Societies with GDP Alone Shows an Incomplete Picture

Europe at Odds over OPAL and Nord Stream 2

International Women’s Day — Let’s Take Action And Then Celebrate

January Kicks Off an Exciting Year for Emerging Europe

Regional Relations in the Western Balkans: Moving Beyond Folklore

Bosnia and Herzegovina flag with Serbia flag, 3D rendering

The Competitive Edge in Central and Eastern Europe

SOFIA BULGARIA - MAY 5: View of the Ivan Vazov National Theatre in Sofia on May 5 2016. Sofia is the largest city and capital of Bulgaria.

We, the Post-Communist Generation, Have the Skills to Rid of the Past And Create Our Own Future

Emphasising the Incongruence Between the V4 Countries

Macron emerging europe

How strong is V4?

Viktor Orban

Hungary’s Nationalist Assault on Free Enquiry

victor orban ceu

How Will Trump’s Visit Affect Polish Politics?

Donald trump

Can Armenia Keep a Foot in Both Camps?

European union armenia russia emerging europe

Brexit: Let’s Learn the Lesson and Hope a Better Europe Will Arise

Breaking With Imitations of the Past

Czech Republic Renaming Has Real Economic Costs

Examining How a Strong Swiss Franc Could Single-Handedly Topple Poland’s Economy

Swimpassing Dniester Without Prejudice To Democracy

Parliament of the republic of moldova in chisinau, national flag, stefan cel mare street, spring time with blue sky

Why Hungary’s New NGO Law Is Harmful for Business

Budapest, Hungary. Aerial view of the old city Budapest, Hungary with river and Parliament Building with cloudy blue sky

After Its Significant Rise the Georgian Economy May Now Fall

Panorama of Tbilisi, Georgia in sunset rays. Vivid, saturated, splittoned image.

Big Fish, Small Fish, Where to Fish? On the Eve of the Fourth Industrial Revolution

Resignation in Ukraine: War, Revolution, Crisis — Some Things Never Change

Are There Differences Between How Tax Regulations in Poland and IAS Treat Intangible Assets?

Poland: Is it Ready, and is it Time to Adopt the Euro?

Business Moving Forward with Cautious Optimism — Can Investors Win the Confidence Game?

The Voice of European Business Must Be Heard Loud and Clear by Brexit Negotiators

Macedonia’s Controversial Coalition Government

SKOPJE MACEDONIA emerging europe

Finalising the DCFTA is Expected to Bring Multiple Benefits to Ukraine

EU-CEE Is Still Growing at a Healthy Rate

Prague emerging europe

Old Fashioned Skulduggery Overshadows the Elections in Moldova

The Global Outsourcing Industry — the Rise of the Phoenix

Serbia’s New PM Is Cut From a Familiar Cloth

Serbian flag emerging europe

People Power Reminds the Government of the Rule of Law

CEE — Do We Need a Launch Pad For Our On-Site Tech Intelligence in the Silicon Valley

Defending EU Values in Poland and Hungary

Eu hungary poland

Will a Two-speed European Union Side-line the Visegrad Four?

Poland’s Confusing GDP Growth

Are Labour Shortages Driving Economic Growth?

Poland Challenges the European Identity

Poland emerging europe

The Morawiecki Plan Promises a Brighter Future for Poland

The EU’s Benign Neglect Of Eastern Europe

2018 Elections — Vital Decisions for Hungary’s Future

Victor Orban energing europe

The Right to Water: Who Can Change Today’s Situation?

Good Match But Unlikely Marriage

Is the CEE Region About to Steal the Outsourcing Crown From India?

Amazing view on the Taj Mahal in sunset light with reflection in water. The Taj Mahal is an ivory-white marble mausoleum on the south bank of the Yamuna river. Agra Uttar Pradesh India.

The CEE Region Is Making Advances in Prioritising Waste-to-Energy Projects

Ex-Transition Economies’ FDI Recovery

dollar euro fdi

Slovenia’s Presidential Election: Pahor Expected to Romp Home

Slovenia flag against blue sky waving in wind

Czech Own Currency Insures Against Euro Losses

Euro Czech republic emerging europe

Azerbaijan: The Rich Get Richer and the Poor Get Nothing


Albania’s Election Apathy

tirana albania

Poland’s Unicorn, Slovakia’s Flying Car and the Future of Europe

LGBT in CEE — A New Acceptance Is Being Born From Migration

Polish Tax Laws — Fighting a Winning Battle Against Tax Evaders

Belarus 2020: Turning the Vicious Circle Into an Upward Spiral

Europe Needs To Be More Proactive In Embracing Armenia

The Netherlands’ Objection to the Ukraine-EU Association Agreement could be Costly to Europe

Impact of Brexit on EU-CEE Not Overstated

theresa may brexit

Leave a Reply

Your email address will not be published. Required fields are marked *