Public Study B2C GLOBAL 2024

Global retail and brands at a crossroads in 2024

Consumers aren’t browsing or buying like they used to. Explore global spending trends and navigate varying consumer expectations in 2024 with insights from the latest edition of Potloc and Roland Berger's Decoding Consumer Behavior Study.

Sampling details

  • 1800

    respondents surveyed

  • 4

    continents targeted

  • 50%

    men

  • 50%

    women

Consumer trends for 2024

1

Buying based on value for money

Value for money is a prime consideration for consumers.
Bar chart of top purchase considerations: value for money 24%, price 20%, quality and durability 17%.
When asked to name their most important purchasing criterion, 24% of respondents said value for money, making it the number one factor. Price (20%) followed, ahead of quality/durability (17%). These three priorities are unsurprising given the current uncertain economic climate, although a longer-term shift toward sustainability might be at play.
2

Selective brick and mortar visits

Consumers' top shopping destinations.
Bar chart of shopping destinations: supermarkets 44%, shopping malls 33%, discount stores 30%.
Amid the shift towards e-commerce, supermarkets (44%) rank first among the physical stores consumers plan to visit more often in 2024. This could reflect a prioritization of essential purchases, as well as a rising interest in healthy nutrition. Shopping malls (33%) are second on the list of physical shopping destinations, just ahead of discount stores (30%).
3

Luxury items purchased when made to last

The role of quality and durability in driving purchase decisions.
Pie chart showing 45% of consumers weigh quality and durability in their purchase decisions.
With consumers keeping a closer eye on their spending, retailers of luxury goods will need to go the extra mile to attract customers. Quality and durability (45%) is the most important driving factor. Consumers expect their luxury investments to last, especially in an uncertain economic period—and with sustainability growing in importance.
Consumers are more heterogeneous than ever. Global success demands fit-for-purpose strategies from retailers and brands.
Thorsten de Boer, quoted in the Decoding Consumer Behavior study.
Thorsten de Boer Senior Partner at roland berger
Roland Berger logo.
The retail sector will face unique challenges in 2024. Economic uncertainty is steering consumers towards more conscious consumption and support for local economies. Our research with Roland Berger highlights the need for brands to focus on quality, durability, and unique experiences in an increasingly competitive market.
Illan Bitton of Potloc, who worked on the study.
Illan Bitton Strategy Director at Potloc
Potloc logo.
Our Roland Berger global Consumer Goods & Retail team collaborates closely with Potloc as a preferred partner on numerous compelling market research projects. We appreciate the profound insights that we can derive from the dynamic [data analysis tools] provided by Potloc.
Roger Claudius, Principal at Roland Berger.
Roger Claudius Senior Project Manager at Roland Berger
Roland Berger logo.

Our team

Martin Le Tessier
SENIOR SALES MANAGER, POTLOC
martin.letessier@potloc.com

 

 

Antoine Béguerie
GLOBAL ACCOUNT MANAGER, ROLAND BERGER
antoine.beguerie@potloc.com

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Cover of the Roland Berger x Potloc report Global Retail and Brands at a Crossroads, Decoding Consumer Behavior volume 3, 2024.
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