Grouping consumers solely by demographics while looking at their buying behavior and purchase decision-making can give a skewed view of their daily habits and long-term lifestyle choices.

Instead, Euromonitor International’s annual Consumer Types Series looks beyond standard demographics. We’ve profiled ten distinct personality-driven consumer types at both the global and country level.

Changes in attitudes and habits can be tracked through our Consumer Types Series year-on-year, giving you valuable insight on what consumers want and need, even distinguishing among those in the same demographic group.

Our 2019 Global Consumer Types

Here are Euromonitor International's 2019 Global Consumer Types - and a quote that describes each.

• IMPULSIVE SPENDER:  "I love finding bargains."


• CONSERVATIVE HOMEBODY:  "Family matters most to me."  


• MINIMALIST SEEKER:  "I choose to focus on the simpler things."


• SECURE TRADITIONALIST:  "I am content with where I am in life."


• UNDAUNTED STRIVER:  "I want to have and be the best."


• EMPOWERED ACTIVIST:  "I believe that I have the power to affect change."


• INSPIRED ADVENTURER:  "I strive to get more out of life."


• DIGITAL ENTHUSIAST:  "I incorporate technology in all areas of my life."


• BALANCED OPTIMIST:  "I am confident in myself and the future."


• CAUTIOUS PLANNER:  "I know what I want in life."

More About the Minimalist Seeker

The Minimalist Seeker is focused on living a minimalistic lifestyle and places a lot of importance on sustainability and community issues as well as reducing waste. They rarely buy non-essential products and are unlikely to make impulsive shopping decisions.

Minimalist Seekers do not place importance on their image or follow the latest trends. Instead they place importance on quality and are willing to pay more for this if it means that their purchases will have longevity. This focus on longevity can also be seen through their inclination to fix items rather than purchasing a replacement as well as purchasing second-hand items.

Though Minimalist Seekers’ purchasing habits are difficult to influence, positive consumer reviews or feedback from friends and family are very persuasive and likely to resonate with this consumer type.

Additional Insights

For additional insights on each of the 10 global consumer types identified by Euromonitor International -- and how to influence their purchase decisions -- download the 2019 Survey Results Using Consumer Types to Understand the Path to Purchase.

Also watch Euromonitor's webinar, 10 Global Consumer Types: Who They Are and How They Live.