Meet Hygge, the Cosy New Consumer Trend.

consumer trends

Feel like staying home this weekend? curling-up on the couch under a cozy rug in your PJs with candles burning, a glass of red from Vino Mofo, dinner from UberEats and a movie on Netflix?  Turns-out you’re not alone, but part of the global consumer trend called ‘Hygge’.

Hygge (pronounced ‘hue-guh’) is a Danish phrase referring to ‘the pursuit of home-grown pleasures’. At its essence, hygge combines the feelings of comfort, security, well-being and togetherness – consider it a nesting Danish style.

“Today’s consumers are spending more time in the home and are willing to spend more for products that will help enhance their home lifestyle,” said Joe Derochowski, executive director and home industry analyst at data and insights consultancy, NPD. “Another key element of hygge is the casual style of home environments people are aspiring to create. U.S. consumers are seeking out a more relaxed and warm ambiance instead of formal surroundings.”

In the US the trend is playing-out across home, food, tech, gaming, apparel, and entertainment industries. In Australia we’ve seen the growth of Netflix and the boom in home restaurant deliveries as two key indicators that Hygge is moving-in here too.

Opportunities abound for brands who are able to reconfigure their offer to be part of this home-spun trend – think aspirational out of home products and experiences now delivered to your door or available to purchase and take home to add to the coziness of your crib.

Dave Ansett
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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Pic by: Matthew Henry

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