Consumer trends

The consumer in focus

A major share of our products ends up in residential environments. Consumer insights are therefore key to us. We carefully monitor the factors that govern people’s investments in their homes, from megatrends such as urbanization and energy regulations to fast-moving interior design trends, all the way down to the local level.

Environmental impact, cost efficiency, attractive design, a sense of security and comfort are all factors that we know to be important to consumers. Over the past decade, we have also seen increasing evidence that the times we live in are changing. The way consumers view their homes, their dreams, their time and the environment is shifting quickly as is what they buy. The digital revolution, new ways of searching for and purchasing goods and services, as well as the financial unease of recent years have combined to create new consumer trends.

Since 2012, we have issued two trend reports, which provide an in-depth view of consumer behavior: 

Renovating your home heaven or hell (2014)
Big dreams. Small spaces. A window on the quest for the dream home. (2012)

To structure our knowledge, we have established a number of consumer archetypes, which you can read about in the report Big dream. Small spaces. A window on the quest for the dream home. These archetypes correspond to various desires and needs that we find among our consumers, and they apply to all our markets. By using these as our starting point, we form a clearer picture of our end customers’ various requirements. This helps us target our product development, our local brand development and our choice of sales channels.