The article presents a theoretical discussion of the relationships between innovations on the one hand and consumption and market behaviours of contemporary consumers on the other hand. In the first part of the article, the focus is on the notion and nature of new trends and innovation. In the next part, the discussion moves to the discernible manifestations of innovative behaviours of contemporary consumers. Because of the limited space allocated by the journal, the author concisely analyses the most inter-esting, in his opinion, alternative consumer trends pointing to innovative behaviour of consumers in the market. Much attention is also given to factors in the development and manifestation of prosumption, social media, multitasking, crowdsourcing, Point&Know/Point&Buy, collaborative consumption and smart shopping. It is the so-called “new” trends and manifestations of prosumption that the specialists in this field tend to treat as indications of innovative consumption.