The dreamiest nation is…
Quantifying the number of dreams every day is a herculean task, but when asked how frequently a person can recall their sleeping dreams, the global average comes to 119 days in a year. For those moments during the day when people drift off for a bit, the average number of days with daydreams is 107, making the combined number of total dreams for the average person around 226 per year.
While nighttime dreaming is consistent worldwide, there is a much more diverse frequency for daydreaming connected to the region where a person lives.
For example, people in Ireland are most likely to daydream (145 per year), while those in Poland are significantly more unlikely to do so (43 per year). The difference between the Nordic countries of Sweden (132), Finland (128), and Norway (124), though, is much less pronounced, with a difference of only 8 separating them. And while thousands of kilometers divide the nations, there’s no separation between the people of Australia and New Zealand when it comes to daydreaming.
- Canadians have the most dreams at night (143) on average, while the US has the most daydreams (141) per year.
- The Irish have the highest number of dreams (272) per year, counting both night and day.
- Men and women average the same amount of dreams at night per year (119), while women daydream 13% more over a year.
The US has the most average daydreams per year (141), while Ireland is the country with the most daydreams compared to night dreams (+19 more daydreams), and Poland and France are on the opposite side (+63 more night dreams).
The dreams of youth.
The younger you are, the more likely you will have healing dreams or ones where you dream something that later actually happens, while lucid and recurring dreams seem consistent across generations. On a global average, Gen Z’ers are more than twice as likely to have healing (+145%) and prophetic (+123%) dreams than Baby Boomers.
Highest share of
Healing dreams: US, Canada (24%)
Prophetic dreams: US, Canada, Poland (32%)
Lucid dreams: Spain, Portugal (50%)
Recurring dreams: Sweden, the Netherlands (53%)
Keeping the dream alive.
While everyone has dreams, not every dream gets remembered. About every fourth person occasionally writes down their dreams, but only a few keep a regular dream diary.
The eagerness to recall dreams seems to be a generational preference, as Gen Z’ers (45%) and Millennials (37%) are far more likely to write down their dreams as compared to Gen X’ers (17%) and Baby Boomers (7%).
Most people (60%) say they have researched what their dreams mean, and 1 in 4 Gen Z’ers (24%) do it often.
Would you like cheese on that?
More than a third of people (37%) say they’d actively choose to eat or drink something that would help them remember their dreams better. That’s especially great news for dairy manufacturers, as research shows cheese may help with dream recall. Thanks to their cheese consumption, Canadians (37%) are the most likely to have already remembered a dream. Italians are very willing to try this (53%), making them more than twice as willing as the Danish (25%) to do so and significantly outpacing their American (24%) and European (19%) counterparts.
Dreams of adventure.
As for the most common types of dreams, people often experience exploring nature and seeing distant places, more so than imagining themselves as an athlete, musician, or artist. If you’re experiencing an even more far-out dream, you’re in good company, 1 in 5 people has dreamed about going to outer space.
Distant new places.
- Women dream more often about exploring nature and seeing distant places on Earth. In contrast, men more often dream about going to outer space. However, the differences are more significant across generations than between genders.
- 30% of Gen Z’ers have dreamt about being social media influencers. That’s least prevalent in Austria (21%) and most common in New Zealand (40%).
Dreamed I was someone new.
Reflecting their values and interests, Gen Z’ers and Millennials are more likely to dream about quitting their jobs to pursue passions or turn hobbies into careers, or dream about innovating something impactful or innovative for the greater good.
Meanwhile, for people over the age of 40 there seems to be a drastic decrease in dreams overall.
The only consistent dream among all generations is around travel or going on vacation.
Balancing good and villainy.
Dreams where a person becomes a superhero, are more common than dreaming about being the villain in all countries, but there are wide variations in how frequent it is across borders. Spanish people are ten times more likely to dream about being a superhero than a villain, whereas in Finland and Poland, they dream about being a villain almost as often as being the hero.
In a similar comparison, it seems that there is a clear divide between countries when it comes to whether it’s more common to dream about becoming a real person or a fictional character.
have dreamt about owning an item they don’t possess.
have an “ideal dream purchase”.
What triggers a dream purchase?
In some countries, as many as two-thirds of people have an ideal dream purchase they are looking to purchase. And about half say there is a specific event that would trigger a dream purchase. What that occasion is, varies across countries and generations, but the most common reason seems to be moving to a new residence.
Baby Boomers (20%) are four times more likely to consider retirement a motivator for a dream purchase compared to younger age groups (5%) for whom retirement feels much farther away. On the contrary, at the starting point of working life, Gen Z’ers (20%) are ten times more likely to consider graduation a motivating factor compared to Baby Boomers (2%).
Dreaming for someone else.
Shoppers aren’t only thinking of themselves, approximately half also have a “dream purchase” for someone else. Most often, that someone is a family member or significant other—this is consistent across age groups. However, the younger you are, the more likely you are to be planning to surprise a friend over a family member with their ideal dream purchase.
The price is right? Or the time?
More than one-third (37%) insist it’s impossible to put a price tag on what should be considered an ideal dream purchase, and most shoppers (55%) say there is no specific timeframe one has to wait for an item to become a dream purchase.
And the older (and more experienced?) a person is, the more likely they are to believe a dream purchase doesn’t have to come with a specific price tag or that they have to wait to make their dreams come true. However, among those who would put a price tag on a purchase, only 15% say it has to cost more than $5,000.
And for those saying one needs to wait a specific time before an item becomes a dream purchase, it appears people are eager to make their dreams come true, considering purchasing the item in roughly 95 days, or three months, on a global average.
have dreamed about doing an activity with an item they don’t have.
Dreams about missing items.
It’s widespread to dream about participating in an activity requiring an object you don’t have (imagine skiing without the skis). Another common theme involves owning an item you don’t actually possess when you wake up (like a magic wand that turns random objects into pastries). About half (43%) of people can recall dreams with these ideas. In these dreams, people are most commonly participating in sports or exercise without the proper equipment, or owning unique fashion items. One noted difference, men regularly imagine owning high-end electronics only to wake up and realize it was just a dream.
approximately half of people worldwide have an “ideal dream purchase.”
Lemme upgrade ya.
Half (49%) of shoppers worldwide are currently looking to level up or improve something important to them. Among the genders, men are more likely to be waiting to make purchases for Electronics, Entertainment, and Leisure, and Sports & Hobby, while women favor Clothing & Shoes, Jewelry & Accessories, Beauty, and Home & Garden to a greater extent.
The most popular products to dream about are electronics, but comparing all age groups to each other, the priorities more clearly shifts:
- Gen Z: Beauty, and Jewelry & Accessories.
- Millennials: Children’s Products, and Beauty.
- Gen X: Leisure, Sports & Hobby, and Home & Garden.
- Baby Boomers: Baby Boomers: Home & Garden, and Leisure, Sports & Hobby.
Leveling up their favorite things.
Hobbies are one of the areas where people are actively looking to upgrade or replace their current items. Overall, about 24% of people on average are looking to do so, with some activities (like making music or learning a new instrument) seeming to attract more dream purchases than others.
Gamers want to level up.
- More than one-third of people playing computer/video games (35%), and those who make music or are currently learning a new instrument (34%), would like to improve an item they use for that activity.
- The activities people feel less inclined to level up or replace an item are dancing, yoga, and pilates.
Mobile shopping as common practice.
Shopping has become increasingly mobile-oriented, with 71% of people on average saying they have shopped on their mobile.
5 in 7
consumers have already shopped on their mobile phones.
of Americans have already shopped on their mobile phones.
Virtual cards on the rise.
Virtual cards, also known as electronic cards, can be used when making online purchases and act as replacements to regular physical cards.
This chart illustrates the percentage of consumers across the globe who have heard of virtual cards and those who have also used them when making online purchases.
3 in 5
consumers have heard of virtual cards for online transactions
2 in 5
of Gen Z and Millennials have used virtual cards for online shopping
High number of shopping apps downloaded.
On average, 1 in 5 consumers have approximately 6 to 10 shopping apps downloaded on their mobile devices.
Number of shopping apps used on a weekly basis.
Among the consumers who have shopping apps installed on their phones, on average over 80% use only 1 to 5 (or none at all) on a weekly basis.
The future of mobile shopping.
would prefer having one single app that would incorporate all the features of the shopping apps they currently use.
3 in 4
of Gen Z and Millennials would prefer having one single app.
Cosméticos para cuidarse.
Los motivos por los que se compra un producto cosmético hoy en día están relacionados con el concepto de sentirse bien y mimarse. La belleza está cada vez más ligada a la idea de bienestar.
es el factor primordial para los franceses (51 %), mientras que para los italianos (16 %) y para los españoles (20 %) su importancia es mucho menor.
en cambio, es más importante para los italianos (33 %) y los españoles (39 %) que para los franceses (20 %).
Skin care mejor que maquillaje.
Los productos de skin care se venden más que los productos de maquillaje. La pandemia ha alterado la vida diaria de la mayoría de las personas, forzando al consumidor a adaptar su estilo de vida. Al igual que han cambiado sus necesidades, también lo han hecho sus rutinas de belleza y skin care. Hoy, las generaciones mayores usan cada semana más productos para el cuidado de la piel que los jóvenes.
- Los productos de skin care superan a los de maquillaje. Un 90 % de media los utiliza, como mínimo, una vez a la semana.
- Los baby boomers franceses son la generación que más productos utiliza para el cuidado de la piel.
Tendencias de belleza.
En 2022 volvemos a maquillarnos de nuevo. Aunque no es habitual que las nuevas tendencias de maquillaje surjan a principios de cada año, a medida que se relajan las restricciones por la pandemia y más personas vuelven a la oficina y recuperan su vida social, las cifras se vuelven especialmente llamativas. ¿Qué está de moda últimamente entre la gente joven?
- Los iluminadores son el producto de maquillaje más popular entre la generación milenial en España (72 %) y Francia (63 %).
- Productos para el contorno del rostro son algunos de los más comprados en Italia (40%), donde los usa más del 50% de la generación Z y la generación milenial.
Las rutinas de belleza se han vuelto más sencillas.
El cuidado de la piel no tiene que ser una tarea más complicada de lo necesario y muchas usuarias optan ya por rutinas de belleza más sencillas y prácticas. En lugar de lidiar con docenas de productos cada día, ahora la tendencia se reduce a unos pocos pasos básicos que hagan el mismo efecto. Mientras que cada vez nos atrevemos más a volver a salir de casa, seguimos optando por rutinas de belleza más sencillas.
- Desde la pandemia y en los tres países, los productos de skin care superan a los productos de maquillaje.
- La generación Z es la que más tiempo dedica a su rutina de belleza.
Productos y servicios personalizados.
A pesar de la simplificación de las rutinas, los clientes buscan innovación y tecnología en los productos de belleza. Cada vez cobran mayor interés las recomendaciones de productos específicos y los servicios personalizados.
- Las recomendaciones de productos y los servicios personalizados copan el interés de los consumidores de productos cosméticos.
- Italia y España se interesan particularmente en el uso de aplicaciones de realidad aumentada para probar el maquillaje.
Querernos y aceptar nuestro cuerpo.
El confinamiento nos permitió dedicarnos más tiempo a nosotros mismos. La idea de crear y seguir un estilo de vida saludable ha cobrado importancia a medida que el consumidor se ha adaptado a un estilo de vida hogareño. Los consumidores de todas las generaciones sitúan la salud y el bienestar entre sus principales prioridades.
- 7 de cada 10 compradores de productos cosméticos priorizan la salud sobre la apariencia.
- La generación Z italiana da más importancia al aspecto que al bienestar. Los milenials franceses están en la misma línea.
“Feel good” beauty.
The reasons behind purchasing a beauty product today revolve around the concept of feeling good and pampering oneself. Beauty is now even more closely tied to notions of wellness.
is the most essential factor for the French (51%), while for Italians (16%) and Spaniards (20%) it is significantly lower.
in their own skin is far more important to Italians (33%) and Spaniards (39%) than the French (20%).
Increased usage of skincare products.
The usage of skincare products is higher than makeup products on average. The pandemic has pushed many consumers to adapt their lifestyles, and their needs have changed as their daily routine has been disrupted. Older generations, on a weekly basis, tend to use skincare items more than their younger counterparts.
- Skincare products are prioritised over makeup products as on average 90% of beauty shoppers use them at least once a week.
- Baby Boomers in France use skincare products the most among other generations.
Top trending beauty techniques.
One thing is clear in 2022: People are ready to wear makeup again. While emerging makeup trends at the beginning of each year are not unusual, this year, as pandemic restrictions ease more worldwide and people return to offices and social activities the numbers are particularly striking. What have young generations been most keen on trying out lately?
is the most popular makeup technique among Spanish (72%) and French Millennials (63%).
is favorite makeup technique for Italians (40%) with over 50% of Gen Zers and Millennials trying it.
Beauty routines are simplified.
The belief that skincare doesn’t have to be intimidating or complex is also gaining popularity, with many beauty users opting for more functional, simpler routines. Instead of adding dozens of products in their daily routine, the tendency now is to cut it to basic few steps that do the job. Although consumers now feel more comfortable venturing out of their homes, the need for a simpler beauty routine has been accelerated.
are being prioritized over makeup products in all 3 countries since the pandemic happened.
are the ones spending more time on their beauty routine.
Personalization is the expectation.
Despite beauty routines being simplified, today’s beauty shoppers are seeking innovation and technology from the beauty market. Personalized skincare recommendations and custom-made services are among the main services beauty shoppers would be interested in using in the future.
- Personalized skincare recommendations and custom-made products are the main interests of beauty shoppers.
- Italian and Spanish beauty shoppers would be interested in using augmented reality apps to try on makeup.
Self-love and body positivity.
Consumers took lockdown as an opportunity to take time for themselves. The notion of building and maintaining a healthy lifestyle has taken on more importance as shoppers adjusted to homebody lifestyles—consumers from all generations have placed health and wellness at the top of mind
- 7 in 10 beauty shoppers prioritize health rather than appearance.
- Italian Gen Zers are the most willing to prioritize looking good over feeling good. French Millennials also stand out.