2020 Global Consumer Types: Who Is the Self-Care Aficionado?

Best ways to target the Self-Care Aficionado

• Promotion of products that facilitate time spent with immediate family and close friends
• Prioritising products that enhance personal well-being including physical exercise, mental health and self-care
• Marketing products and services in collaboration with travel and cultural experiences

Impact of Coronavirus (COVID-19) on the Self-Care Aficionado

The Self-Care Aficionado highly values international travel and cultural experiences that differ from their own. In the wake of COVID-19, travel is one of the most disrupted industries and is likely to have significant long-term challenges. Self-Care Aficionados may have to change their travel preferences to focus on domestic or local leisure activities and virtual experiences.

The amount of importance placed on health is likely to stay the same or increase. As preventative healthcare measures become more common, it is likely that Self-Care Aficionados will be early adopters of any innovations in this space.

Why segment consumers by type?

Grouping consumers solely by demographics when looking at their buying behaviour 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 analysis looks beyond standard demographics and profiles 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 valuable insight into what consumers want and need, even distinguishing among those in the same demographic group.

To find out more on our 2020 global Consumer Types, download our free white paper here.