Global consumer trends

CONSUMER TRENDS

The consumer landscape is changing. Whatever the state of the global economy, new long-term consumer trends will emerge, affecting what people buy and how they live, writes J.P. Morgan's Nicole Vettise

It is possible to benefit from the changes to the economic landscape by investing in companies that are best able to capture the significant profit growth potential caused by these durable, long-term trends. One way of looking at it is if you think about a pie of $30trn of consumption globally and how that consumption changes over time. The trends worth exploring are those that have persistence and are likely to produce sustainable returns for investors. For example, Starbucks effectively created a new category and did so sustainably. It convinced us to spend £2-£3 a day on a cup of h...