Timely reports from GfK Consumer Life
These reports contain information from our 2018 study and prior years, which cover 21 countries around the globe, beginning with consumers ages 15 and up. Click on any report title to request access from the Consumer Life team.
The Mood of the World | 2018 In Mood of the World 2018, GfK Consumer Life examines current consumer confidence and other key indicators of the consumer mindset, including views about globalization, life satisfaction and aspirations for the future. This report offers a global perspective and is accompanied by a 180-page factbook that presents detailed findings for every market in which the study was conducted.
The Values Factbook | 2018 The Values Factbook offers a perspective on values of consumers around the globe. Consumer Life looks at how values are changing over time, and what this means for innovations in new products, messaging and communication. This report is accompanied by an over 90 page factbook that presents detailed findings for every market in which the study was conducted.
What you need to know: How Money Matters How money matters presents a global view on consumers and money, with a special focus on comparing high- and low-income consumers globally.
What you need to know: Disruption & Digital, New Trends in Retail A global view on consumers and the changing retail environment
What you need to know: Women and Wearables A global view on women and technology, with a specific discussion on the opportunity of wearable technology and women consumers.
Reports focused on the U.S.
These reports contain information from our 2018 study and prior years, leveraging both the U.S. sample of our global study, our separate US-only study (which is conducted among 4,000 Americans age 18+) and the Survey of the American Consumer (MRI)
It’s My Time. The 2018 GfK Annual Presentation From the inauguration of one of the nation’s most unorthodox presidents, to #MeToo, to accelerated economic growth, the past year has been seismic and eventful. This volatile environment is shaping – and in certain aspects being shaped by – its evolving people. “2018: It’s My Time” discusses how these fundamental shifts are unfolding and how the next generation is demonstrating in no uncertain terms that it is different from its predecessors.
Introducing the Now Generation This report looks at the post-Millennial “Now Generation,” describing the key values and habits of this cohort and answering the question, “Why now?”
What you need to know: The Evolution of Food and Cooking This report looks at recent trends in the food, cooking and diet space.
What you need to know: Media Update This report discusses current issues and events related to media from the American consumer’s point of view and speculates on what that tells us about where things may be going.
What you need to know: Now Gen Relationships This report discusses the Now Generation’s relationships with their parents and how this differs from Millennials.
The Millennial Male Opportunity in Personal Care This report examines attitudes and drivers in the personal care category and specifically explores the differences between Millennial men and prior generations.
These reports are specific to an individual market or region, and contain information from our 2018 study and prior years,, which cover 21 countries around the globe beginning with consumers age 15.
Millennials in China This report examines the Millennial generation in China, with comparisons to other generations in this market. Categories covered include health and personal care, brands and shopping.
Individual Market Briefs For every market in our 2018 study, these reports provide overviews of all content in our study along with comparisons to a global market.
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