Select the locations below to find out the key challenges and opportunities in each of the markets we surveyed
Respondents feel more negative than positive about the political (46% versus 12%) and economic situation (45% versus 13%).
Product quality (59%) and discounts (57%) are driving decision making for consumers, creating a balancing act for retailers.
In line with other markets, 18- to 24-year-olds are most optimistic, with 44% expecting to see an increase in disposable income.
Online will experience the biggest growth, but the youngest consumers will drive store sales, with 34% planning to increase their spend.
Despite the wide expanses of the country, 50% want sameday delivery and 36% want click and collect, whether to a store, locker or third party.
Customer reviews matter: 10% of 18- to 24-year-olds consider reviews important, while this increases to 34% for those aged over 55.
China bucks the international trend – consumers are more positive across all confidence measures for 2019.
More than half feel more confident about their personal finances, ability to save, personal happiness and cost of living for 2019 versus 2018.
French consumers are negative around every confidence measure, except personal happiness. There is significant uncertainty around Brexit negotiations and the future of the EU.
French consumers will spend less across all channels in 2019.
Younger consumers are expecting an increase in their disposable incomes in 2019.
French consumers value quality, but they also want low prices. So retailers may either have to offer both, or excel in one of those areas.
Some 60% of German consumers are less confident about politics and 43% about the economy for 2019. There is uncertainty over the prospects of the EU following Brexit.
General merchandise sales will suffer in 2019, while food sales will increase.
Younger consumers are the most positive, with 50% of 18- to 24-year-olds expecting an increase in disposable incomes.
Online represents the biggest growth opportunity, while mobile sales will be flat and store sales will fall.
Italians feel negative about the economic and political outlook, with a significant divide about the prospects of the EU following Brexit.
Higher than other regions, just under 20% of Italian consumers expect to be able to pay by cash on delivery.
Similar to Germany, discounts at 67%, product quality at 65% and a low price at 64% guide consumers to buy. Online is expected to be the fastest growth channel, particularly compared with in store
Kenyans are also feeling less confident about the political and economic outlook for 2019, at 48% and 52%.
Unlike Western countries, mobile money platforms such as M-Pesa are the preferred payment method for online/mobile, so retailers need to be set up for this.
Kenya is one of the most confident markets with regards to finances, cost of living and happiness in 2019.
Unlike other markets, stores are expected to be the biggest growth channel at 56%. Around half of consumers expect to spend more online and via mobile.
Republic of Ireland
Some 24% feel negatively about the handling of Brexit negotiations, while 31% feel positive and 45% are not sure. They are equally divided about the future of the EU following Brexit.
Food is expected to be the strongest product category for growth.
Similar to elsewhere in the world, younger generations are expecting to see an increase in their disposable incomes in 2019.
Online will be the biggest growth channel at 39%, followed by in store at 27%.
United Arab Emirates
The introduction of a sugar tax on soft drinks has impacted sales in the region, with 60% of consumers buying fewer of those types of beverages.
The ability to save and make big purchases is weighing on confidence in 2019.
UAE consumers are relatively confident about the cost of living at 55% and personal happiness at 45%, although they are split when it comes to the political and economic outlook for 2019. Growth is expected across all channels, with the biggest increase in stores.
The British public are feeling negative about the Government’s handling of Brexit negotiations, which is driving down confidence.
Younger consumers have high delivery expectations – 56% of 18- to 24-year-olds want same-day delivery, compared with 19% of 45-54.
Nearly half (44%) of consumers in London and the Southeast are positive about the post-Brexit outlook, compared with 33% of those outside of these areas. Younger generations are more likely to spend their discretionary income, while older shoppers will cut back.
United States of America
Americans are feeling negative about their economic and political situation, with 34% and 42% less confident for 2019.
Recent tax cuts have done little to boost sentiment and the oldest consumers feel the most hard done by .
Online will be the biggest growth channel at 36%, versus 32% in store and 28% on mobile.
Attitudes towards cost of living and personal finances in 2019 are divisive, but a greater share feel more confident than less confident.