Global: types of shoppers worldwide 2020-2022

In 2022, approximately 44 percent of consumers around the world were considered "purpose-driven consumers", which is an increase compared to two years earlier. Purpose-driven shoppers choose brands and products based on how well they line up with their own values. They are more likely and willing to alter their shopping behavior in order to live more sustainably and reduce their impact on the environment. In contrast, the share of value-driven consumers, who are more focused on product value and convenience, has decreased since 2020.

Leading values that drive consumer behavior around the world in 2020 compared to 2022

Characteristic	2020	2022
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Release date

January 2022

More information

Region

Worldwide

Survey time period

September 2021

Number of respondents

19,100 respondents

Age group

18 years and older

Supplementary notes

This survey includes results from 28 countries.

* The source adds the following information regarding consumer types:
"Purpose-driven consumers:
seek products and brands that align with their values and provide health and wellness benefits. They are willing to change their shopping habits to reduce environmental impact and they care about sustainability and recycling.
Value-driven consumers:
want value, convenience, and products and services that will simplify their lives. They are less inclined to switch habits to reduce negative environmental impact.
Brand-driven consumers:
trust brands and prioritize the brand when making purchasing decisions. Compared to other groups, they have the highest average income, and they love staying on top of new trends.
Product-driven consumers:
are focused primarily on product functionality and value for price. They are not tied to any brand or product attribute and are the least engaged shoppers."

Totals may not add up to 100% due to rounding.

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