To gain a competitive advantage, companies need to understand consumers well. In effectively targeting communication to the customer, segmentation – especially psychographic and behavioral segmentation – is crucial, as it focuses on the most important determinants of purchase decisions, such as habits, preferences or attitudes. Market research firm Euromonitor International, in its report “Voice of the Consumer: Lifestyles Survey 2024”, has identified seven types of consumers that are distinguished by specific behavioral characteristics.
Brand Champions
Brand Champions prefer branded goods and actively engage with brands. They seek more than transactional gains – they value emotional loyalty and build strong, lasting relationships. Choosing branded products is important to them as an affirmation of social status. 86% of brand champions prefer branded products over non-branded ones, and two out of three of them say it is important for others to think they are doing well in life.
Wellness Enthusiasts
Wellness Enthusiasts look for products and services that improve their overall wellbeing. Two-thirds of them carefully analyze the composition of food, paying attention to natural ingredients and nutritional value. They see physical, mental and emotional needs as interconnected, requiring a holistic approach. An example of an activity targeting this type of consumer is the Nike Well Collective platform, created in 2023 (by Nike), which offers comprehensive solutions for healthy living.
Connected Shoppers
Nearly 80% of them are looking for ways to simplify their lives. They are actively using technology to make purchasing decisions. Four in five say they would feel lost without the Internet. However, although they like the convenience of online shopping, they don’t shy away from shopping in traditional stores. That’s why companies are increasingly adopting a phygital strategy (read more about it in our article), such as South Korean internet giant Naver, which allows customers to receive AI-based, personalized recommendations when shopping online.
Changemakers
Changemakers are conscious consumers who want to contribute to positive change in the world with their purchasing decisions. They are guided by certain values and prefer companies that operate according to sustainable principles. They are willing to spend more on products with high quality and health benefits. However, despite the fact that they prioritize social and environmental issues, they consciously manage their budgets, and four out of five are concerned about the increase in current spending.
Experience Seekers
Experience Seekers are the type of consumers for whom experiences are more important than material goods. Although they value convenience and often spend money on time-saving technology solutions, they prioritize experiences in the real world, according to more than 94% of them. They are eager to spend money on travel, new experiences and anything that allows them to expand their horizons and provide memorable experiences.
Trendsetters
Trendsetters are innovation enthusiasts, always ready to try out the latest products and services. They set new trends in fashion, lifestyle and consumption. They enjoy shopping and are impulsive consumers who seek what’s best, even if it means spending some extra money – 68% are regularly interested in the offerings of strong and well-known brands. To keep up to date with new products and trends, almost one in three of them shop in-store, but they are also active buyers on social media platforms.
Budgeteers
This type of consumer is cautious with their budget, with long-term financial stability as their goal. However, while budgeteers prioritize financial prudence and prefer to buy when necessary, they don’t shy away from purchasing quality products. When shopping, they don’t simply want to choose the cheapest option, but the one they think will offer the best value for money. They also often choose to repair products and buy second-hand – this is in line with their inclination to save money and concerns about climate change.
Connected Shoppers are the largest group of those mentioned above, while Budgeteers are the least numerous. In general, however, the representation of these groups in society is quite similar. Here’s how it looks on the graph:

Other findings from the Voice of the Consumer: Lifestyles Survey 2024 report
After a long period of struggling with crises and restrictions, consumers are increasingly optimistic about the future and are less concerned about global events. And while they are still worried about the rising prices of products and services, they are showing signs of cost-savings fatigue, as manifested, for example, in increasingly rare bargain hunting. Consumers are now more cautious than thrifty. They are also increasingly interested in quality products.
Consumers’ attitudes toward sustainability are changing – they increasingly understand what kinds of activities and products make sense for them and are focusing on them. Consumers are also thinking less about the advantages or limitations of particular sales channels. With companies implementing omnichannel strategies or hybrid services, consumers are able to shop in a differentiated way that is appropriate for them at the time.
Consumers use technological devices mainly for communication and social media – and it is worth mentioning that the percentage of people making purchases through the latter is now significantly increasing.