Study: How consumer preferences are shifting
A new study by Mastercard shows: The consumer preferences of the Swiss are changing. Experiences are becoming increasingly important instead of material things.
Sports tournaments, concerts, wellness: experiences of this kind are becoming increasingly important to the Swiss. 51% want to spend more money on special moments this year than in 2023, according to a new Mastercard study. 34% of respondents plan to keep their spending on experiences constant. This confirms a shift in consumer preferences. 39% now prefer experiences to material goods. For 28 percent, they are equally important, while 30 percent prefer material goods.
This trend is also confirmed by data from the Mastercard Economic Institute, which was collected across Europe: They show that the proportion of spending on experiences has risen from 19% in 2019 to 22% in 2023. In contrast, the proportion of spending on material goods remains stable.
Travel at the forefront
Travel experiences are still the most popular. 60 percent of all respondents were drawn to faraway places in 2023. This year, 55% want to spend even more on travel. Wellness experiences such as spa visits (35%) and outdoor experiences such as hiking or cycling tours (34%) continue to be particularly popular.
Thirty-seven percent of respondents said that experiences provide them with unforgettable moments that they will remember for the rest of their lives. Others see experiences as important factors in shaping their core values and identity (21%). More than a third (32%) stated that their view of the world has changed as a result of experiences. In return, the Swiss also like to leave their comfort zone and try out new things (23%). Individual experiences for self-reflection (20 percent; +7 percent), such as retreats and seminars, are also more popular than the European average.
