TrendSights Analysis: Self-Branding; Exploring consumers' perception of brands' impact on their image and lifestyles

Published: August 2016
No. of Pages: 50


Pressure to succeed, further fueled by the ever-growing influence of social media, leaves consumers with a constant desire to impress. This results in consumers' need to constantly project a "perfect image," driving demand for brands associated with desired lifestyles. The importance of Self-Branding is especially prominent in personal care and alcoholic drinks; however, it will grow in other categories, such as household care, traditionally not associated with lifestyle accessories.

Key Findings

  • Consumers' need for aspiration influences 18% of fragrance consumption.
  • Half of global consumers say that they have very good taste in food and drink and seek out products that let people know this.
  • In personal care, those aged 25-34 are the most likely to seek items that are reflective of their attitudes and opinions.
  • A well-recognized brand is the third-most important factor consumers cite in terms of making them buy particular household products.


"TrendSights Analysis: Self-Branding" explores the aspirational behaviour of consumers that drives them to opt for products that let them project the "perfect lifestyle." Your key questions answered:

  • How relevant is Self-Branding to my market?
  • What does Self-Branding mean to my category?
  • Which consumers are most concerned about Self-Branding?
  • How can I capture the interest of Self-Branding-conscious consumers on the overcrowded shelves?

Reasons To Buy

  • Understand which audiences are most affected by the Self-Branding trend.
  • Compare the presence of this trend in each industry across the FMCG space, and learn what the key opportunities are.
  • See the actions that major brands are taking to get ahead of the greater interest in Self-Branding.

Companies Mentioned

  • Aldaris AS
  • Apple
  • Chanel
  • Ecozone
  • Facebook
  • Innocent
  • Jovo
  • Juice Served Here
  • Kellogg's
  • L'Aquila
  • Lush
  • Nespresso
  • Organic Shop
  • Pulmuone 
  • Purrform
  • Red Bull
  • The Happy Egg Company
  • The North Face
  • Toyota

Published By: Canadean
Product Code: Canadean12266

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