Bluebell Group released "2022 Asia Lifestyle Consumer Profile"

©Ryoji Iwata via Unsplash

Bluebell Group released "2022 Asia Lifestyle Consumer Profile". The research aimed at exploring the evolution of Asian consumption trends and of the main consumer personas in Asia, and diving deeper into some of the biggest opportunities for lifestyle retail, from Instagram preferences to the growing appetite for niche brands, second-hand products, and eco-conscious desires.

For the movers and shakers (updates from 2021), there are two points that need to mention for the discovery in sustainability: second-hand products are also slowly winning hearts, again with a year-on-year increase in consumer openness across all markets, led by the largest increase in interest from Japan(+22%) and Taiwan(+26%). Interest in products associated with healthy / active lifestyle is down overall, with the biggest year-on-year decreases in interest in South Korea (-8%) and Taiwan (-6%).

©Bluebell Group

According to 「Top influential channels for consumption, by market」, Social media, websites and friends & family are the most influential channels for brand preference and purchase decisions.

Bluebell Group also updated five broad consumer personas driving consumption trends across Asia in 2022: Experientialist, Neophilist, Traditionalist, Idealist, Comfort-me-ist. Idealists want to feel good about their purchase, and care about brands' ethics and values – but may still be driven by other priorities. Comfort-me-ists pay attention to clean and natural options to feel healthier and more comfortable.

Bluebell Group is an omni brand operator who has pioneered building successful brands in Asia. And the Group operates across multiple product categories: Accessories, Footwear, Apparel, Fragrance, Beauty, Gourmet, Jewellery, Watches, Eyewear and Tobacco.