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Consumer Lifestyles in Iran

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Consumer Lifestyles in Iran CONSUMER LIFESTYLES IN IRAN Euromonitor International November 2016 CONSUMER LIFESTYLES I N I R A N P a s s p o r t I LIST OF CONTENTS AND TABLES Lifestyles in Iran ........................................................................................................................... 1 Chart 1 Lifestyles in Iran ........................................................................................... 1 Top Five Consumer Trends .......................................................................................................... 1 Pent-up Consumers Eager for Post-accord Shopping Benefits ................................................ 1 Social Changes Have Defined Behaviour of Young Consumers .............................................. 2 Consumers Flock To New Shopping Malls ............................................................................... 3 Online Shopping on the Rise .................................................................................................... 3 Sophisticated Consumers Drive Demand for Luxury Products ................................................. 4 Consumer Segmentation .............................................................................................................. 4 Babies and Infants .................................................................................................................... 4 Chart 2 Babies and Infants in Focus 2000-2020 ....................................................... 6 Kids ........................................................................................................................................... 6 Chart 3 Chart3 Kids in Focus 2000-2020 .................................................................. 7 Tweenagers .............................................................................................................................. 8 Chart 4 Tweens in Focus 2000-2020 ........................................................................ 9 Teens ........................................................................................................................................ 9 Chart 5 Teens in Focus 2000-2020 ......................................................................... 10 Young Adults .......................................................................................................................... 11 Chart 6 Young Adults in Focus 2000-2020 ............................................................. 12 Middle Youth ........................................................................................................................... 13 Chart 7 Middle Youth in Focus 2000-2020 .............................................................. 14 Mid-lifers ................................................................................................................................. 14 Chart 8 Mid-Lifers in Focus 2000-2020 ................................................................... 15 Late-lifers ................................................................................................................................ 15 Chart 9 Late-Lifers in Focus 2000-2020 .................................................................. 17 Housing and Households ........................................................................................................... 17 Home Ownership .................................................................................................................... 17 Chart 10 Home Ownership 2000-2020 ..................................................................... 18 Household Profiles.................................................................................................................. 18 Chart 11 Household Profiles 2000-2020 ................................................................... 18 Running Costs ........................................................................................................................ 19 Chart 12 Household Running Costs 2000-2020........................................................ 19 Money and Savings .................................................................................................................... 20 Attitudes Toward Payment Methods ....................................................................................... 20 Savings ................................................................................................................................... 20 Loans and Mortgages ............................................................................................................. 21 Chart 13 Borrowing and Saving 2000-2019 .............................................................. 21 Eating and Drinking .................................................................................................................... 22 Eating Habits .......................................................................................................................... 22 Chart 14 Food Expenditure Profile 2000-2020 .......................................................... 23 © Euromonitor International CONSUMER LIFESTYLES I N I R A N P a s s p o r t II Drinking Habits ....................................................................................................................... 24 Chart 15 Drinks Expenditure Profile 2000-2020 ........................................................ 25 Grooming and Fashion ............................................................................................................... 25 Female Grooming and Fashion Trends .................................................................................. 26 Male Grooming and Fashion Trends ...................................................................................... 27 Chart 16 Grooming and Fashion Expenditure 2000-2020 ......................................... 28 Health and Wellness .................................................................................................................. 28 Attitudes To Health and Well-being ........................................................................................ 28 Chart 17 Health of the Nation 2000-2020 ................................................................. 30 Shopping Habits ......................................................................................................................... 30 Main Household Shop ............................................................................................................ 30 Shopping for Big-ticket Items and Personal Goods ................................................................ 31 Growing Number of Shopping Malls Attract Modern Consumers ........................................... 31 Online Shopping on the Rise .................................................................................................. 32 Chart 18 Where Households Shop for Essentials 2000-2019 ................................... 32 Leisure and Recreation .............................................................................................................. 32 Leisure Time ........................................................................................................................... 33 Consumers Relax by Rock Climbing ...................................................................................... 33 Vacations ................................................................................................................................ 33 Public Holidays, Celebrations and Gift-giving ......................................................................... 34 Chart 19 Possession of Selected Home-Tech and Mobile Phones 2000-2020 ......... 34 Getting Around ........................................................................................................................... 35 Private Transport .................................................................................................................... 35 Chart 20 Getting Around on Private Transport 2000-2020 ........................................ 35 Public Transport...................................................................................................................... 36 Commuting ............................................................................................................................. 36 Chart 21 Getting Around on Public Transport 2000-2020 ......................................... 37 © Euromonitor International CONSUMER LIFESTYLES I N I R A N P a s s p o r t 1 CONSUMER LIFESTYLES IN IRAN LIFESTYLES IN IRAN Chart 1 Lifestyles in Iran Source: Euromonitor International TOP FIVE CONSUMER TRENDS Pent-up Consumers Eager for Post-accord Shopping Benefits The economic realities resulting from Iran’s various degrees of isolation since 1979 largely shaped consumer behaviour. More recently, the turbulence of the last five years—marked by economic downturn and high inflation—put consumers under financial duress and motivated them to be very cautious when making purchase choices. This resulted in continual price comparisons, restraint from impulse purchases and bargain hunting. In addition, Iranians tended to save for months to be able to afford expensive big-ticket items. But despite recent economic difficulties (or perhaps in part because of them) shoppers are relatively sophisticated and now eager for what they believe will be the tsunami of high-quality Western products they expect to be available in local retail outlets now that
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