Mintel launches new research tool to understand and compare consumers worldwide

Mintel has unveiled Mintel Global Consumer, a new research tool allowing brand owners, marketers and suppliers to understand and compare consumer attitudes and behaviours across the world’s 35 leading consumer markets.

The bi-annual survey of 35,000 people offers brands a source of information about what drives consumers and influencers their choices for food, drink, beauty, personal and household care – across the markets that generates 85% of global GDP.

Mintel Global Consumer can support businesses grow domestically and internationally by helping them understand consumer behaviour, sentiment and demographics across the world.

Julie Lizer, global president of research and insights at Mintel, said: “Whether brands want to expand internationally or strengthen their core market positions, Mintel Global Consumer will help them stay ahead of the curve. Our new research tool can help companies break into new territories by understanding what drives consumer behaviour in a specific market, while also enhancing their knowledge of which global trends can be applied to their local market.

“By utilising the tool’s demographic capabilities, brands, marketers and suppliers can also more effectively understand key consumer groups and so create segmentation strategies to target them with greater accuracy.”