Your target customer—their preferences, priorities or pain points—should shape the direction of your growth and innovation strategies. You often need to sense their needs (before they do) and deliver new solutions.
But how can you anticipate unmet or emerging demands?
That’s why we identify the top global consumer trends each year. This report helps you understand evolving consumer behaviour and lifestyles to find opportunities for your brand.
Keep reading for a look at the five biggest consumer trends in 2025. Get the report or watch our webinar for business implications, case studies and tactics that’ll help you respond to these shifts.
Healthspan Plans
Consumers are on their longevity journeys—an evolution of the Wellness Pragmatists trend from 2024. They’re making behavioural changes now for the betterment of their future selves.
The goal: live healthier for longer.
That’s prompting a bigger shift towards preventative, specialised solutions in combination with reactive treatments. Global retail sales of vitamins and supplements recorded steady growth in recent years and are expected to hit nearly USD140 billion in 2025.1
People are searching for products with proven efficacy to help track, mitigate or alleviate symptoms across life stages. In fact, upwards of 1,900 new FMCG products with a cognitive health claim were launched online between Q1 2024 and Q3 2024.2
Wiser Wallets
Remember Value Hackers from last year? This trend builds off that monetary mindset because prolonged economic challenges have created new spending norms.
Temporary shifts to relieve financial strain have become embedded into consumption habits. Shopping decisions are more strategic. People weigh the worth of their purchases against their priorities—in terms of both current needs and future demands.
Only 18% of consumers said they often made impulse purchases in 2024
Source: Euromonitor International, Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
Lower-priced options aren’t always the preferred choice. Even though nearly three in four consumers were concerned about the rising cost of everyday items last year, half were willing to spend money to save time.3
Factors like quality, convenience and price still influence purchase decisions, but added value is the expectation.
Eco Logical
A pragmatic approach to sustainable consumption where green attributes are often seen as essential complementary benefits—not always the sole motivator. Responsible purchases could be both health- and eco-conscious, for example.
But sustainable product development isn’t slowing down. More than 27,000 new FMCG products with at least one sustainability claim have been launched online since January 2023, and retail sales of products with sustainability claims trended upwards between 2020 and 2023.4
Filtered Focus
Consumers are inundated with notifications and surrounded by endless choices. People want to spend less time sifting through an overabundance of information to find exactly what they need.
But this isn’t a desire for fewer options. Rather, a demand for straightforward communication and intuitive discovery.
That could be in the form of clearer labels on packaging, tailored recommendations or streamlined shopping journeys. In fact, 35% of consumers said easier site navigation would improve their online shopping experience.5
AI Ambivalent
Last year, Ask AI was all about ongoing experimentation and shifting expectations of generative AI solutions. Increased adoption also raised scepticism as consumers pointed to flaws in output, leading to the AI Ambivalent trend for 2025.
People aren’t turning their backs on this tech. They’re starting to understand its limitations but also acknowledge its potential. For example, approximately one in four consumers said relevant product recommendations were the top advantage of incorporating generative AI in their shopping process.6
Keep up with the 2025 trends
Here are a few resources you should check out to get deeper insights and activation tactics for each of these trends:
• Read the full report
• Watch the related webinar
• Bookmark our consumer trends hub
Data sources
1Euromonitor International, Passport Consumer Health
2Euromonitor International, Passport Innovation
3Euromonitor International, Voice of the Consumer: Lifestyles Survey, fielded January to February 2024 (n=40,236)
4Euromonitor International, Passport Sustainability
5Euromonitor International, Voice of the Consumer: Digital Consumer Survey, fielded March to April 2024 (n=20,056)
6Euromonitor International, Voice of the Consumer: Digital Consumer Survey, fielded March to April 2024 (n=18,956)