With the ever-evolving consumer market, 2025 is poised to be a year of significant change and adaptation as companies strive to understand and meet the needs of their customers. Recent reports shed light on the consumer trends expected to shape buying behaviors, social engagement, and product preferences globally.
According to Create, 67% of Spanish consumers plan to adopt a more strategic approach to online shopping by 2025, emphasizing quality-price relationships, design, and technology integration. Amidst changing consumer landscapes and increasing economic pressures, retail companies are finding themselves at a crossroads. Yet, signs of easing inflation are encouraging; there was a reported 4.5% increase in sales of consumer products, home technology, and durable goods during the third quarter of 2024 compared to the previous year.
The pressing need for brands to innovate and adapt to the digital age has never been clearer. Create highlights several key trends defining retail and consumer industries in the upcoming year:
- Value for Money: The uncertainty of international economic conditions, new tariffs, and rising consumer goods costs are pushing shoppers to prioritize value. A remarkable 80% of Spanish shoppers aim to align the perceived value of products with their prices.
- Aesthetic Appeal: Consumers are becoming increasingly aware of the importance of design and beauty in products. This trend transcends various sectors, including electronics and home appliances, as shoppers seek items with appealing designs.
- Tech and Design Integration: Retail companies are innovatively merging tech with attractive design to meet consumer expectations. This trend sees 59% of millennials purchasing products online bi-weekly, underlining the success of tech-savvy design.
- Functional and Personal Choices: Today's consumers are searching for functional products personalized to their lifestyles. A reported 88% of online shoppers are likely to remain loyal to platforms offering personalized experiences.
- Environmental Sustainability: More than mere buzzwords, sustainability and eco-consciousness are becoming integral factors in purchasing decisions. According to Create, 67% of consumers now weigh their environmental impact when selecting home appliances, favoring brands aligned with these values.
“2025 presents both challenges and opportunities,” states Luis Monserrate, CEO of Create. “Brands must not only navigate issues such as economic uncertainty but also understand the trends directing our industry. The companies best poised to adapt will gain a significant competitive edge.”
Meanwhile, Diageo's annual social trends report, 'Distilled 2025', reveals how social engagement and consumption behaviors are poised to evolve. This comprehensive analysis, powered by artificial intelligence examination of over 160 million online discussions, classifies five key global consumer trends: neohedonism, conscious wellness, the expansion of reality, collective belonging, and brand enhancement.
One notable finding indicates the rising popularity of moderate alcohol consumption as consumers practice "zebra striping"—alternatively enjoying alcoholic and non-alcoholic beverages during social gatherings. This practice reflects heightened conversation around self-care and slower social interactions.
Consumers are also spending more time and money on unique products and unforgettable experiences. An increase of 83% was observed in discussions about maximizing product and event experiences. This trend has led to greater interest in alternative social spaces—such as hybrid physical-digital venues and pop-up bars—that enable new ways of connecting.
Artificial intelligence is increasingly integrated within daily decisions, with global discussions around AI-augmented relationships growing by 83%, particularly notable in Europe and North America, where growth rates reached 96% and 91% respectively.
The importance of building genuine connections—both online and offline—cannot be overstated. Diageo's report indicates significant increases, including a 121% rise globally discussing connections within fan communities.
At the flavor innovation level, Lu Ann Williams of Innova Market Insights identifies top trends for 2025 during the recent ‘Global Flavor Trends’ webinar. Williams asserts flavor evolution remains pivotal for brands aiming to optimize consumers’ sensory experiences. Among the predictions, five primary flavor trends occur:
- Sensory Therapy: Consumers seek flavors linked to emotional well-being, indicating demand for options promoting relaxation and happiness. Comforting flavors like coffee and creamy textures dominate preferences.
- Authenticity: Over half of consumers express the importance of genuine culinary experiences deeply rooted in culture. Traditional flavors resonate strongly with shoppers, who desire authentic food options reflecting heritage.
- Adventurous Flavor Combinations: Eager to explore, consumers are searching for unique flavor pairings, as evidenced by trends such as 'swicy'—a blend of sweet and spicy flavors.
- Healthier Enjoyment: The emphasis on marrying health with flavor continues to rise, challenging manufacturers to create nutritious, enjoyable options.
- Quality and Enrichment: High-quality flavors are increasingly tied to perceived value, as consumers remain loyal to brands delivering outstanding product experiences.
Lastly, Ogilvy Social Lab's 'Social Media Trends 2025' study aims to help brands capture attention and create genuine engagement. The study highlights the need for brands to build communities loyalty by tapping authentic interactions and adapting strategies to meet the changing preferences of consumers.
Overall, 2025 is set to be transformative for the consumer market. With brands committed to meeting the needs of increasingly conscious consumers, it will be fascinating to see how these trends play out and influence purchasing decisions across various sectors.