Blog
Discover fresh perspectives on relevant consumer insights topics and trends
Beauty Trends Shaping 2026: What Brands Need to Know About Young Consumers
Personal care is no longer just about appearance. For young consumers, beauty is increasingly connected to wellbeing, self-expression, sustainability, and lifestyle. At the same time, social media continues to shape how products are discovered, evaluated, and adopted.
Insights from Opeepl’s Youth Pulse Wave 5 show that young consumers remain highly invested in personal care while embracing new trends around clean ingredients, clinical skincare, wellness rituals, and low-impact beauty. For brands, understanding these shifts is key to staying relevant in an increasingly competitive market.
What “Weird” Markets Reveal About Youth
When it comes to understanding global youth behaviour, the usual markets, like the US, Western Europe, or major Asian economies, only tell part of the story. Some of the most surprising and actionable insights come from countries that are often overlooked, underfunded, or considered “too small” or “too complicated.”
These so-called “weird” markets reveal patterns in culture, consumption, and digital habits that challenge assumptions and highlight opportunities before they appear in mainstream markets.
The Rise of Plant-Based Consumers in 2025
Plant-based eating is no longer a niche lifestyle reserved for a small group of committed vegans. In 2025, it has become a mainstream, flexible way of eating, driven largely by young consumers who prioritise health, sustainability, and personal values.
From swapping dairy for plant-based alternatives to choosing meat-free meals several times a week, youth are reshaping what “plant-based” really means.
Youth Fashion Trends 2026: Second Hand Growth and 10 Trends to Watch
Youth fashion is evolving beyond seasonal trends and fast-moving aesthetics. Today’s young consumers are making style choices shaped by affordability, individuality, comfort, and growing awareness of sustainability.
Insights from Youth Pulse show a generation embracing second-hand shopping at scale while driving new trends that blend nostalgia, technology, inclusivity, and everyday practicality.
How Gen Z and Younger Millennials Use Social Media: Insights for Brands
In 2026, young people are still deeply embedded in social media, but their relationship with it is maturing. The latest Youth Pulse study reveals a generation that is actively reshaping its digital habits: setting limits, shifting platforms, and buying more directly through social media than ever before. Discover how 15–30-year-olds use social media today — and what it means for your brand competing for their attention.
The Secret Weapon of Modern Marketing: How to Use Behavioural Analytics Effectively
In the non-stop hustle of modern marketing, we're all seeking that special something to stay ahead of the competition. The latest weapon transforming the battlefield is none other than behavioural analytics.
Now, what is that exactly?
Simply put, it's about systematically collecting data on how real-life customers interact with our business across channels and actions. From website browsing and social media engagement all the way to repeat purchases.
Cross-Culture Consumer Contradictions: Same Age, Different Choices
Explore research-driven insights into how culture, economics, and social context shape consumer behaviour across global markets. These articles examine why seemingly similar audiences, make different choices in fashion, technology, and sustainability.
The focus is on translating academic theory and cross-market data into practical implications for international strategy and segmentation.
Incentivising survey respondents: get the motivation right
Respondents are key in all market research and yet their motivations and incentives are rarely debated.
However, getting the motivation right dramatically affects quality and reach. In this blog post we share why we discarded building a panel in favour of sampling dynamically.
The Youth Market in 2026: Must-Know Trends for Brands
Our Youth Pulse study among 15-30 y.o. reveals a generation navigating a period of cautious optimism: their financial outlook remains relatively stable, yet spending expectations have softened slightly. Against this backdrop, Gen Z anf younger millennials continue to shape the market in meaningful ways — from how they spend time on social media and which influencers they trust, to what they eat, drink, wear, and invest in when it comes to personal care.
This article brings together the key trends across six categories — social media habits, food, non-alcoholic beverages, alcoholic beverages, fashion, and personal care — to give brands a broad picture of where the youth market stands in 2026.
10 Personal Care & Cosmetics Trends Young Consumers Are Backing in 2025
Explore the top 10 personal care and cosmetics trends for 2025 that young consumers love. From simple skincare to new beauty tech and eco-friendly packaging, see how youth are changing the beauty world.
Get to know the key ingredients and why social media shapes what’s popular. This easy guide shows what’s next in beauty and why these trends matter to everyone.
Values vs Actions: The Consumer Gap
Consumers today are more vocal than ever about what they care about. Yet when it comes to real purchase decisions, sustainability, ethics, and social responsibility often take a back seat. This gap between what consumers say and what they actually buy, known as the values–actions gap, is one of the biggest challenges in modern consumer research. In this article, we explore why this disconnect exists, what the data really shows, and how brands can move beyond stated attitudes to understand real behaviour.
How Social Media Influencers Are Shaping Youth Buying Habits in 2026
Influencer marketing among young consumers is maturing, and the data is finally catching up with the complexity. With 91% of 15–30-year-olds following influencers on social media, the reach is near-universal. But reach alone tells you very little about what actually drives trust, engagement, and purchase decisions.
Drawing on our Youth Pulse study, this article unpacks where young people engage with influencers, which creator categories earn their attention, how trust is evolving, and what the rise and limits of AI influencers mean for brands competing for youth's attention in 2026.
Pricing Research 101: Setting the Right Price for Market Success
Pricing is one of the most important decisions a business can make, yet it is often one of the most challenging. Set the price too high and you risk losing customers, set it too low and you may leave revenue on the table. Pricing research helps brands understand how consumers perceive value, what they are willing to pay, and where the optimal balance lies between demand and profitability. By testing pricing strategies before launch, businesses can make more informed decisions and improve their chances of market success.
The Shift in Gen Z's Alcohol Consumption: Trends & Insights for 2025
As Gen Z redefines social norms, their approach to alcohol is changing too. Backed by insights from Opeepl’s Youth Pulse, Wave 3 study, this article explores how health goals, lifestyle values, and new drinking habits reshape the alcoholic beverage landscape.
From rising interest in low-ABV options to a growing openness toward non-alcoholic alternatives, we unpack the key trends shaping Gen Z’s alcohol choices in 2025 — and what they mean for brands trying to keep up.
Youth Attitudes Towards AI: Usage, Trust, and Fears in 2026
Drawing on data from Opeepl's Youth Pulse, this article examines how 15–30-year-olds across Europe are adopting AI tools, where they see its value, and where their trust runs out. From concerns about job automation and privacy to the rise of AI influencers, the data reveals a generation of cautious adopters — and clear implications for brands.
Gen Z Insights: 5 Key Trends in Personal Care and Cosmetics
Gen Z, the generation born roughly between 1997 and 2012, is reshaping the personal care and cosmetics industry with its unique values, behaviours, and expectations. As the first truly digital-native generation, their preferences are influenced by a blend of personal beliefs and social consciousness. Brands must navigate this complex landscape to stay relevant.
Here, we explore five key trends that define the Gen Z approach to personal care and cosmetics, as revealed by Opeepl Youth Pulse, Wave 2, study (May 2024).
Youth Food Trends 2025: What Young Consumers Want
Discover how Europe’s 15-30-year-olds are redefining food culture in 2025. From choosing plant-based meals even when they’re not vegetarian, to experimenting with zero-waste cooking, global sweets and gourmet fast food. This article based on the Youth Pulse Wave 4 report explores their evolving eating styles, top food trends and what it means for food brands.
Gen Z E-Commerce Platforms: A Tale of Temu and SHEIN
In the dynamic landscape of e-commerce, two names have emerged as prominent rivals for the attention of Gen Z consumers: Temu and SHEIN. These China-founded platforms have honed their strategies to appeal specifically to the tastes and preferences of the younger demographic, tapping into the zeitgeist of the digital age.
Our two recent studies unveil intriguing insights and paradoxes into Gen Z shopping behaviour in relation to Temu and SHEIN.
Causes Youth Care About in 2026: Mental Health to Microplastics
What Gen Z and younger millennials care about most keeps shifting, and personal wellbeing is pulling further ahead of social and environmental causes with every new wave of research.
Insights from Opeepl's Youth Pulse Wave 5 study reveal a generation putting mental health firmly in first place, treating sustainability as a set of easy, everyday habits rather than a deep commitment, and forming early opinions on emerging concerns like microplastics.
Get the Next Consumer Trend Right in Time with Early-Stage Concept Testing
In a high-speed market place where new is always better, the constant demand for product innovation tightens the grip on market researchers’ budgets and resources. In this blog post we look into the value of quantitative consumer insights in the early stages of product innovation to get the next consumer trend right in time.
How to Survey Young Consumers: Best Practices for 2025
Engaging young consumers in survey research requires a deep understanding of their preferences, motivations, and barriers. Our recent research reveals that 71% of 15-27 y.o. have never been a part of a survey panel, presenting market research professionals with the challenge of reaching and engaging this demographic for consumer insight studies. This article highlights crucial trends that researchers must consider when designing surveys for young consumers.
Your Online Survey Is Likely Taken on a Mobile Device
A rapidly increasing share of quantitative market research surveys are taken via smartphones. It is a natural development in a world that is becoming increasingly mobile in every aspect. The planning and designing of your market research studies need to take this into account.
5 Trends in Gen Z Media Behaviour
The way Gen Z consumes media is changing rapidly. Raised in a digital-first world, young consumers are constantly adapting how they discover content, engage with brands, and spend their time online. Insights from our latest research reveal five key trends shaping Gen Z media behaviour, highlighting where attention is moving, how content is being consumed, and what this means for marketers aiming to stay relevant in an increasingly fragmented media landscape.
Why Consumer Insights Are Your Best Weapon Right Now
The market is in a historic anomaly: employment is high and on the rise as many countries recover from the pandemic years. But booming inflation and supply chain shortages are causing record-low consumer confidence. Are we in a crisis? Or are we making it self-fulfilling prophecy by employing a crisis behavior? Regardless of how your business is addressing the situation, you are better off keeping in touch with your consumers.
Why Market Segmentation is More Important Than Ever: 5 Key Benefits You Can't Ignore
In today's crowded marketplace, generic messaging just doesn't cut it anymore. Personalisation is paramount to stand out and nurture real customer bonds.
This is where market segmentation comes in - the invaluable strategy of dividing broad audiences into subsets with distinct needs and behaviours.
With crisp segmentation, brands can tailor interactions for each group in a meaningful way.
The Ultimate Guide to Mastering Consumer Insight and Market Intelligence
Master consumer insights and market intelligence with our ultimate guide. Drive strategic decisions, outpace competitors, and strengthen your brand.
Consumer insight refers to the underlying motivations, preferences, and decision triggers that influence your target audience's actions and purchasing choices. It is all about understanding and connecting with the individuals your company aims to serve.
8 Food Trends Among Youth for 2025
The food preferences of young consumers are evolving, reflecting broader societal trends and personal priorities. Our recent Youth Pulse Study, conducted among 15-27-year-olds across five major European markets (EU5), sheds light on the key factors shaping their food choices.
From sustainability and dietary habits to the growing popularity of plant-based meals and fortified foods, these insights highlight the trends set to influence the food market in 2025. The blog post explores eight major food trends among youth across Europe, as revealed by the research.
Social Media Trends among Gen Z and Younger Millennials: How Males and Females Differ in Platforms and Influencer Impact
With 94% of young consumers using social media and averaging 3.27 hours a day, their online habits are critical for brands looking to connect with this demographic.
Understanding the nuances of how 15-30 y.o. males and females interact with social media platforms and influencers can provide invaluable insights for creating tailored marketing strategies.
The Limitations of Survey Panels
For many years survey panels were brands' best option for survey-based research.
However, it is becoming increasingly clear that panels have out-lived their roles and new, innovative approaches to consumer research will become the new industry standard for consumer research. In this post we take a look at why panels do not work anymore and what is next for consumer surveys.
Gen Z’s Favourite Clothing Brands: Purchase Drivers Behind the Shopping Paradox
Gen Z is redefining the fashion industry, not just through what they wear, but through the values, trends, and digital influences shaping their buying decisions. From fast fashion giants like H&M and ZARA to hype-driven labels like The North Face and SHEIN, today’s younger consumers are blending affordability, self-expression, and online culture in ways that challenge traditional brand loyalty.
Our research reveals a generation caught between social values and shopping habits, where sustainability matters in theory, yet trend-driven purchases still dominate. Understanding which clothing brands Gen Z gravitates toward, and why, offers valuable insight into the future of fashion marketing and consumer behaviour.
Beverage Trends Among Gen Z and Younger Millennials: How Brands Can Stay Ahead
Understanding the non-alcoholic beverage preferences of young consumers is essential for brands looking to connect with Gen Z and younger millennials. The beverage choices of this generation reflect a balanced approach, as they seek beverages that not only satisfy their cravings but also align with their values and lifestyle.
This article explores the key factors influencing youth’s beverage decisions, providing insights into the latest trends that shape their consumption habits.
Launch or Lynch: What to Do When Consumer Research Results are Inconclusive
We have all witnessed dead consumer research results: the type of data that shows no negative or positive significance or no development since the last tracking. The type of results that make your colleagues yawn and management ask questions. The type of results that look worthless. What do you do? Let us take a look at your options.
Gen Z Consumers & Sustainability: 5 Key Trends Shaping 2024
While Gen Z is often portrayed as highly environmentally conscious, recent research suggests a more complex picture. From varying priorities and gender differences to economic considerations, the true motivations behind Gen Z's sustainable choices might not align with popular perceptions.
In May 2024, Opeepl conducted a study called Youth Pulse, Wave 2, among 15-27 y.o. in EU5 countries. This blog post explores five key trends revealed by the research about how sustainability fits into the broader landscape of Gen Z values and purchasing behaviour.
How to Be Sure Enough: Identifying the Needed Amount of Interviews
Determining the appropriate sample size for your project involves carefully evaluating several key factors. These include the number of subsegments into which the results need to be divided, the acceptable margin of error, the available budget, and the specific requirements for reporting the findings.
In this blog post, we delve into the critical considerations that should guide your decision-making process when selecting the right sample size.
The Say-Do Gap Is Inevitable - Here Is How to Trust Your Survey Data
The say-do gap is the difference between what we say and what we do. We all do this and it is simply part of being human: being affected by things we do not realise and sometimes acting differently than intended because of it. That means all market research data - regardless of the methodology - is biased. So how do you trust your data?
Why You Should Test Your Marketing Creatives Before Launching Your Campaign
When companies make the mistake of testing their advertising creatives as they advertise, they take a big risk of loosing both sales and brand value. In contrast, taking the time and budget to test the marketing material pre-launch pays off massively in increased ROI.
Choose the right sample approach for your mobile research
The success of any mobile research project starts with one critical decision: choosing the right sample approach. Whether you're looking to reach a nationally representative audience, a niche consumer segment, or hard-to-reach respondents across multiple markets, your sampling strategy will directly impact the quality, speed, and reliability of your results. Understanding the strengths and limitations of different approaches is essential for ensuring your research delivers meaningful insights and actionable outcomes.
Youth Consumer Confidence In 2026: Trends From Wave 1 To Wave 5
Gen Z's confidence in their own finances hasn't followed a straight path since 2023 — it's climbed, dropped, recovered, and cooled again. While concerns around inflation, employment, and the cost of living persist, young consumers' financial outlook and spending plans have swung more sharply than any single wave of data can show. Understanding this movement is important for brands, as consumer confidence influences everything from purchasing decisions to long-term brand loyalty.