Personalisation trends will likely influence industry in next five years: report

Brands are told to reach the elderly, the frugal, and find niche offerings.

Brands are advised to adopt micro-personalisation to deliver tailored products, services, and campaigns to target demographics, such as the elderly and frugal spenders.

This comes as 53% of professionals said the growth of individualism and personalisation trends will highly influence their industry over the next five years, Euromontior International said in its 2026 consumer trends report.

The group aged 65 and above is a fast-growing market, and brands that tailor offerings to this group support their desire for independence, wellbeing and value.

To find more success, some companies are finding niche in decorative fashion charms, and even cannabis-infused products as global sales of legal cannabis are projected to reach $40b in 2026.

Companies are also advised to reach those who prioritise affordability with diverse product and price ranges, and circular options such as trade-in programmes.

In the next five years, 42% of professionals said their company plans on investing in circular business models like renting or repairing, Euromonitor said.

Brands can partner with micro-influencers so trust can form between brands and consumers, the firm advised.  

Forty-eight percent of professionals said their company refocused marketing activity in response to changing consumer trends, it said.