Each year, Euromonitor’s global analytics team draws on its extensive market network to produce a summary of consumer trends for the year ahead. Below, 5 key trends have been identified:
- Healthspan plans
Long and healthy lives are increasingly important to consumers. Healthy living is a key driver for many people who want to live longer. What comes to mind for most people are vitamins and supplements, which are set to grow steadily in global retail sales and could reach $139.9 billion by 2025. People are proactively seeking effective products for their problems. Between 2024 and 2026, most people are expected to take supplements to improve their brain and joints, as well as their eyesight. In 2024, 54% of consumers knew exactly which vitamins and supplements they should take to support their health goals and needs. Consumers tend not to use these through traditional healthcare. These needs can be met through innovations that support well-being at a particular stage of life.
- Wiser Wallets
Ongoing economic uncertainty has also significantly changed spending habits. Temporary shifts to ease financial burdens have become an integral part of consumer habits. Purchasing decisions are increasingly conscious, with just under 18% of consumers in 2024 saying they made frequent impulse purchases. Consumers weigh up the value of their purchases, based on their priorities and needs. Nearly one in four consumers are concerned about the rising price of everyday goods. Despite this, 50% were willing to spend money to save time. Quality, convenience and price are just a few of the factors that influence purchases. Cheaper products are not the answer either, for example in beauty care. In addition, the range of private label products was the item that saw the biggest increase.
- Eco Logical
Consumers take a pragmatic approach to sustainable consumption, where eco-friendly features are often seen as a key additional benefit – but not always the only deciding factor. For example, responsible consumption can be both health and environmentally conscious. Confidence in sustainable labels has not waned over the years, but affordability remains the deciding factor. Sustainable alternatives should at least be comparable to conventional products. The number of such products has increased from 4 million in 2022 to 5 million in 2024, and their retail sales are also growing significantly. This reflects that such promises continue to gain ground and influence consumer preferences. Brands need to match the right promises to their own products for their target audiences to convince consumers to choose a sustainable alternative.
- Filtered Focus
Today’s consumers are inundated with advertising and confronted with endless choices everywhere. But they want to spend less and less time finding the right product. They want clear communication, not fewer alternatives. This can take the form of clearer labels on packaging, personalised recommendations or an optimised shopping experience. Between January 2024 and August 2024, almost 23,000 new brands across 54 FMCG categories in 32 countries were launched online. Brands are in huge competition for consumers’ limited attention. Good communication, clear messaging and an optimal user experience will be key to making a brand stand out in the market.
- AI Ambivalent
Generative AI has seen a real boom in recent years. The hype has spurred the development of new applications such as advanced chatbots that improve the customer experience. Around one in four consumers said that relevant product recommendations were the main benefit of using AI to make a purchase. Alongside growing use, there are also doubts as consumers increasingly point out errors. However, they are not turning away from this technology, are beginning to understand the limitations of AI and are also recognising its potential. Companies have been quick to respond and integrate generative AI into their businesses (e.g. virtual assistants) and many have indicated they will invest in this technology in the coming period. As time and development progresses, companies will need to deploy generative AI in a transparent and targeted manner to maintain trust.
Read the full summary at Euromonitor-2025ConsumerTrends.pdf