Euromonitor International has identified the five biggest global trends that are influencing consumer markets and business environments. Embracing these will enable companies to identify the target markets of the coming years. The most important trend is the shift in global power to the East. Asia Pacific will account for 43% of world GDP in 2020 in PPP terms and emerging countries will play a larger role in world exports and global production.

However, world commodities and natural resources are under pressure, and the trend of greener attitudes will prevail amongst consumers. Businesses can respond by embracing more efficient technologies and alternative energy sources.

The expansion of the global middle class will continue to lead to rising prosperity, enabling greater discretionary spending. Consumer spending per capita in 2011-2020 is projected to increase by 32.4% in real terms in developing countries compared to 15.4% growth in advanced economies.
 
Consumer market profiles will also be shaped by record ageing and urbanisation. 1-in-10 global consumers will be aged 65+ in 2020. By 2050, 70% of the world's population will be urban according to the UN.

Finally, the digital revolution is set to intensify. There will be 3.8 billion Internet users in the world in 2020, while near universal mobile phone penetration will be achieved.

Despite the opportunities that global trends present, they also create challenges. For example, per capita disposable incomes will remain significantly higher on average in developed economies compared to emerging markets. Consumer goods companies will need to strategise depending on the country they are targeting. However, the long term investment potential presented by embracing global trends will far outweigh the challenges.