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1、Top globalconsumer trends 2025Not to be distributed without permission.2The data behind this reportEvery organisation needs evidence to make strategic decisions with confidence.Thats why we used Passport,our award-winning market research knowledge hub,to identify the top consumer trends in 2025.Our

2、data analytics and expert insights answer your biggest questions.Learn more about your target consumers to drive business growth.3Curious about what consumers will expect from brands in 2025?Contemplating how you can meet their demands?This report has the answers.Discover tactics to fuel growth and

3、spark your innovation roadmap with data-driven insights from Euromonitor Internationalthe first destination for organisations seeking growth.Each year,our global team of analysts uses our extensive knowledge of market intelligence to identify the top consumer trends for the coming year.Our goal:to h

4、elp you unlock worlds of opportunity for your business.Get ready to read about five key consumer behaviour predictions for 2025 and to learn how you can respond to evolving expectations.Lets scroll.Your go-to source for consumer trends and insights4Healthspan Plans.Wiser Wallets.Eco Logical.Filtered

5、 Focus.AI Ambivalent.About Euromonitor International.Top global consumer trends 2025051222313949Healthspan PlansConsumers are on their longevity journeys.Theyre making behavioural changes now for the betterment of their future selves.The goal:live healthier for longer.People want preventative soluti

6、ons and products that target specific concerns.Brands can meet this demand with innovations that support optimal wellness at every life stage.56A new view of ageing is on the rise.People dont just want to live longer(lifespan);they want to feel better for longer(healthspan).And a majority of consume

7、rs believe theyll be healthier in the next few years than they are now.1 Their desire for longevity shapes their current wellness choices.Thats prompting a bigger shift towards preventative,specialised solutions in combination with reactive treatments.Vitamins and supplements are one example;global

8、retail sales recorded steady growth in recent years and are expected to hit USD139.9 billion in 2025.Ageing populations,residual effects of the pandemic,an array of educational resources and tech advancements are drivers of this trend.54%of consumers knew which vitamins and supplements to take for t

9、heir specific health goals and concerns in 20243Vitality in vogue1Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)2Euromonitor International,Passport Consumer Health3Euromonitor International,Voice of the Consumer:Health and Nutrition Surve

10、y,fielded January to February 2024(n=21,323)52%of consumers believe theyll be healthier in the next five years than they are now1 USD139.9 bnprojected global sales of vitamins and supplements in 20252 How can you target Wellness Enthusiasts?Watch our video7In fact,theres been a consistent increase i

11、n the usage of smart devices or apps to track fitness and health across generations.4 Millennials and generation Z showed the highest adoptionan indication that these younger consumers want to establish strong foundations for their wellbeing early on.34%of female consumers took vitamins and suppleme

12、nts to prevent menopause-related symptoms in 202454Euromonitor International,Voice of the Consumer:Health and Nutrition Survey,fielded January to February 2020(n=21,739),2022(n=20,236)and 2024(n=21,323)5Euromonitor International,Voice of the Consumer:Health and Nutrition Survey,fielded January to Fe

13、bruary 2024(n=914)Source:Euromonitor International,Voice of the Consumer:Health and Nutrition Survey,fielded January to February 2020(n=21,739),2022(n=20,236)and 2024(n=21,323);note:survey respondents are internet-connected consumers in 20 countries(2022)and 21 countries(2020 and 2024).Consumers are

14、 also turning to niche remedies that address age-specific concerns like cognition,hormonal changes and joint mobility.And theyre proactive in their search for products with proven efficacy to help mitigate or alleviate symptoms across life stages.Digital health and fitness tracking%of consumers who

15、used a device or app to track their fitness and health 40%35%30%25%20%15%10%5%0%2020 2022 2024 2020 2022 2024 2020 2022 2024 2020 2022 2024 Wearable fitness deviceFitness or exercise tracking appGeneration ZMillennialsGeneration XBaby boomers86Euromonitor International,Voice of the Consumer:Health a

16、nd Nutrition Survey,fielded January to February 2024(n=2,692;n=1,347;n=1,765)7Euromonitor International,Passport Consumer ElectronicsWhy did consumers look for new methods to prevent joint pain,memory issues and skin concerns in 2024?The top reason:their current treatment approach wasnt effective.6P

17、eople want to feel goodphysically,mentally,emotionallyat every stage of life.Personalised supplements,fitness regimens and biohacking techniques,for example,are becoming a common part of daily routines.Ageing well and optimising health are top priorities.A wealth of wellness Growth opportunities exi

18、st beyond traditional health categories.Tech players and consumer brands should also pay attention to this trend.One area to explore:personalised,data-driven solutions through either in-house capabilities or strategic partnerships.Connected devices and apps offer real-time insights that these consum

19、ers can monitor to guide their behaviour.Global sales of smart wearables are expected to record double-digit growth from 2024 to 2026.7 Tech integrations like AI continue to refine accuracy and expand tracking capabilities to include indicators like mobility patterns and stress levels.Global retail

20、sales growth of smart wearables%growth of retail value and volume salesSource:Euromonitor International,Passport Consumer Electronics02%4%6%8%10%20222023202420252026Volume salesValue sales6%4%2%0%8%10%202220232024202520269You should also create practical,targeted solutions for specific segments of y

21、our audience.Products and services need to address their concernsfrom physical changes to mental wellbeing to nutritional support.An example:global snack sales by health benefits show brain,joint and vision as the three fastest-growing categories from 2024 to 2026.8Products backed by science continu

22、e to gain traction like NAD+supplements(a vital coenzyme involved in energy production,DNA repair and cellular metabolism).The number of online SKUs labelled NAD+nearly tripled across consumer health categories from 409 in 2023 to 1,137 as of August 2024.9 Similarly,new online launches of brands wit

23、h cellular health claims grew 135%in the vitamins and supplements category between Q1 and Q2 2024 across 32 countries.10 This underpins the demand for proven efficacy and credibility.Tap into unmet or underserved needs like maternal or menopausal care in womens health.A look at the supplements space

24、 shows that global sales of products with womens health positionings have outpaced overall category growth for several years.2 Female-oriented products could transform several over-the-counter care methods currently on the market.Self-care options should be accessible and easy to incorporate into da

25、ily routines.Global growth of NAD+product SKUsNumber of SKUs with an NAD+claim Source:Euromonitor International,Via:Pricing and promotion database;*note:as of 28 August 2024.Source:Euromonitor International,Passport Consumer Health05%10%15%20202021202220232024Global retail sales growth of supplement

26、s%retail sales growth of womens health supplements vs total category 2Euromonitor International,Passport Consumer Health8Euromonitor International,Passport Health and Wellness9Euromonitor International,Via:Pricing and promotion database10Euromonitor International,Passport Innovation202220232024*1,50

27、01,0005000Beauty&personal careConsumer healthWomens health supplementsAll dietary supplements15%10%5%0%2020202120222023202410Healthspan Plans:Trend applicationsImage source:RootineMegmilk Snow Brand developed Megumi Yogurta functional food product that was approved by the Japanese Consumer Affairs A

28、gency to help reduce visceral fat.The company also created a memory care drink formulated with-lactolin to support cognitive health,which caters to the countrys ageing population.Megmilk Snow BrandBayer announced a partnership with Samsung in June 2024 to studyand understand bettersleep disturbances

29、 during menopause based on data from Samsung wearable devices.Bayer AG x SamsungRootine is a US-based supplement brand that offers a range of health solutions.Products include functional drink mixes positioned for benefits like sleep or focus;unique multivitamin formulations based on DNA,blood and l

30、ifestyle assessments;and at-home tests to measure indicators like mineral or cortisol levels.Rootine11Healthspan PlansDevelop targeted self-care products and tailor solutions to address specific,life-stage concerns or unmet needs.Use scientific evidence or proven results in your marketing materials

31、to underscore how formulations,devices or designs support longevity.Partner with tech companies or diagnostics firms to offer personalised health assessments and real-time tracking solutions.Three tactics for 2025123WiserWallets Added value is the expectation.People weigh the worth of their purchase

32、s against their prioritiesboth in terms of current needs and future demands.Strategic shopping becomes an inherent mindset.Companies should respond with solutions that convey clear benefits and tangible,useful incentives to remain top of mind for their target audience.1213Prolonged economic uncertai

33、nties created new spending normseven as global inflation eases to 4.2%in 2025.Plus,inflation in emerging economies is projected to remain stickier at 5.5%.11Nearly half of consumers planned to put more money into savings in 2024 and 72%were concerned about the rising cost of everyday items.Yet,50%we

34、re willing to spend money to save time.12Incentivised buys1Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)11Euromonitor International,Passport Economy,Finance and Trade12Euromonitor International,Voice of the Consumer:Lifestyles Survey,fie

35、lded January to February 2024(n=39,943;n=40,236;n=40,236)13Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=39,943)72%of consumers were concerned about the rising cost of everyday items in 2024144%of consumers felt financially secure in 20241Source

36、:Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236);note:survey respondents are internet-connected consumers in 40 countries.A propensity to spend%of consumers who agreed with the following statements70%60%50%40%30%20%10%0%Believe spending mo

37、neyon experiences is importantWilling to spend money to save timeEnjoy spending money rather than saving48%of consumers planned to save more money in 20241357%of consumers extensively researched the products and services they consumed in 2024114Cost-of-living spikes arent the only reason people look

38、 for ways to save or cut back like the Budgeteers trend in 2023.And theyre not simply chasing the best deals for instant gratification like the Value Hackers trend in 2024.Those temporary shifts to relieve financial strain have become embedded into consumption habits.Purchase decisions are strategic

39、 and intentional.In fact,a majority of consumers extensively researched products or services and only 18%said they often made impulse purchases in 2024.1 1Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)15They factor in current and future p

40、rioritieshow does this product or service solve an immediate need but also provide benefits down the line?That means cost-effective options arent always the preferred choice.Take beauty and personal care products,for example,where retail sales growth of premium goods outpaces mass alternatives.14 Bu

41、t a different picture emerges for a staple clothing item like jeans.Premium options are growing faster than standard or economy price tiers in certain regions like Western Europe and Latin America but not others.15 Consumers are focused on all-around value and expect brands to deliver meaningful inc

42、entives with long-term impact.14Euromonitor International,Passport Beauty and Personal Care 15Euromonitor International,Passport Apparel and FootwearSource:Euromonitor International,Passport Apparel and FootwearJeans:Retail sales growth by price tier%period growth from 20202025Premium jeansStandard

43、jeansEconomy jeans-20%-10%0%10%20%30%40%50%60%70%Western EuropeNorth AmericaMiddle East&AfricaLatin AmericaEastern EuropeAustralasiaAsia PacificSource:Euromonitor International,Passport Beauty and Personal Care Beauty&personal care:Retail sales growth by premium vs mass products%period growth from 2

44、0202025Western EuropeNorth AmericaMiddle East&AfricaLatin AmericaEastern EuropeAustralasiaAsia PacificMass beauty&personal carePremium beauty&personal care-10%0%10%20%30%40%50%60%70%80%16Brands that demonstrate credible added value stand to gain from this trend.Quality,functionality,convenience and

45、price are all factors that influence purchase decisions.Private label brands across several consumer goods sectors saw some of the largest retail sales gains compared with other category players in recent years.16Validated value16Euromonitor International,PassportPrivate label brands:Total increase

46、in retail salesUSD billion;increase in retail sales of private label brands from 20222023 per selected categorySource:Euromonitor International,Passport Review your portfolio against the priorities or demands of your target audience.But take a segmented approach.Apparel&footwearBeauty&personal careC

47、ooking ingredients&mealsDairy products&alternativesHome&gardenHome careHot drinksPet careSnacksSoft drinksStaple foodsTissue&hygiene$0$2$4$6$8$10$12$14$16 17You could map products to various life stages to inform diversification or marketing strategiesa crossover with the Healthspan Plans trend.One

48、example:a baby product for sensitive skin reformulated to provide gentle care for adults.This strategy helps strengthen customer relationships and keeps your brand top of mind.Nearly half of consumers wanted to engage with brands to influence product innovation in 2024.1 Bring customers into the dev

49、elopment process for testing and feedback.That way,you cater directly to their needs while fostering brand loyalty.The customer experience is equally important here,especially your omnichannel presence.Unique campaigns or educational resources that complement your core offer can also drive engagemen

50、t.1Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)17Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=819)53%of professionals said their company plans to target new consumer segments or occasions to drive grow

51、th in the next five years1759%of professionals said their company plans to improve existing product or service portfolios to drive growth in the next five years1718What were the most important new launches in your categories?%of professionals who selected the following responses as the most importan

52、t new product or service launches in their categories in 2024Source:Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=818)48%of brands incorporated experiential rewards in their loyalty programmes as of Q2 20241818Euromonitor International,Passport Loyalty,Loyalty Compe

53、titor Tracker19Euromonitor International,Voice of the Consumer:Loyalty Survey,fielded March to April 2024(n=16,150)20Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=818)Premium productsTargeted consumer campaignsLower-priced items26%27%18%Loyalty programmes are anothe

54、r avenue but should be robust.Go beyond redeemable points and discounts to include special events or exclusive previews of upcoming launches.Almost half of the brands captured in our loyalty competitor tracker implemented an experiential rewards scheme as of Q2 2024.18 Strategic partnerships also ad

55、d value for members who receive incentives from other brands.Effective communication remains critical,and youll read more about this in the Filtered Focus trend.Consumers need to understand exactly how your offer solves a problem or serves their interests.Looking ahead,38%of professionals said their

56、 companys innovation plans for new product development will align more with consumer values in the next couple of years.20 You should account for both immediate and long-term needs in your innovation roadmap to drive growth.3 in 5 millennialspaid for a loyalty programme subscription in 2024 compared

57、 with half of generation Z and less than one third of baby boomers19 19Wiser Wallets:Trend applicationsSatu Kenangan is an affordable coffee shop concept from Kenangan Brands that launched in 2024 and sells high-quality brews starting at less than USD1.The initiative aims to bring premium,Italian-ro

58、asted coffee to rural areas of Indonesia.Satu KenanganSkechers and My Gym,a US-based childrens fitness centre,partnered to bring families Skechers Kids Month in September 2024.Activities and giveaways throughout the campaign featured Skechers Hands Free Slip-ins as a convenient,easy solution for par

59、ents when changing their childrens shoes at the gym.The unique footwear design allows wearers to step into these sneakers without bending over,which can cater to various life stages like children,expectant mothers or seniors.My Gym x SkechersImage source:Kopi KenanganImage source:My Gym EnterprisesH

60、eres an example of trend overlap with Healthspan Plans.20Blue is a rewards programme from Al-Futtaim Group in the UAE.Members can earn points through activities like bill payments;receive incentives from brands like IKEA and Marks&Spencer;and sign up for a Blue FAB Credit Card to get cash back.Al-Fu

61、ttaim Group also partnered with Emarat in July 2024 to expand their perks.Blue from Al-Futtaim GroupPizza Hut launched ResZAmes in September 2024.New York City residents could sign up for a chance to send a free pizza to a desired employer with their resume printed on the box.The goal was to help jo

62、b seekers stand out during the active hiring season.Pizza HutImage source:Pizza Hut21Wiser WalletsDevelop campaigns for segments of your audience to convey relevant,specific benefits.Connect the priorities of your target audience to your value proposition to demonstrate the credible added value of y

63、our products or services.Drive loyalty with short-and long-term incentives that complement your offer and are also useful for your customers.Three tactics for 2025123EcoLogicalPeople continue to make choices that positively impact the environment.But theyre adopting a pragmatic mindset.Spending on s

64、ustainable alternatives remains a conscious decision based on personal values,but consumers also pay close attention to the primary benefits these products deliver against their needs.Sustainability claims require tangible evidence.Brands cant rest on green laurels alone.Youll need to match the righ

65、t claims with the right products for the right audience to convince consumers to pick eco-friendly options.2223Economical options outranked green features in recent years because prolonged financial strain shifted consumer priorities.But dont mistake these spending habits as a step away from sustain

66、ability.More than 60%of consumers tried to have a positive impact on the environment in 2024a figure thats remained consistent since 2020.And nearly two thirds are worried about climate change.21Awareness is evident.For intent to turn into action,switching to a sustainable option needs to be easy.Tr

67、ust in green labels hasnt wavered over the years,but affordability continues to be the top barrier to purchase decisions.In 2024,52%of consumers considered eco-friendly or environmentally conscious labels trustworthy;however,only 15%would pay more for these food and beverage products.22Sensibly gree

68、n21Euromonitor International,Voice of the Consumer:Sustainability Survey,fielded January to February 2024(n=40,236)22Euromonitor International,Voice of the Consumer:Sustainability Survey,fielded January to February 2024(n=39,519;n=40,236)Source:Euromonitor International,Voice of the Consumer:Sustain

69、ability Survey,fielded January to February 2020(n=39,045),2022(n=38,910)and 2024(n=39,519);note:survey respondents are internet-connected consumers in 39 countries(2020 and 2022)and 40 countries(2024);note:eco-friendly includes environmentally conscious as a descriptor.Trust in sustainability claims

70、%of consumers who considered the following claims trustworthy when used on product labels RecyclableNaturalOrganicEco-friendlySustainably produced0%20%40%60%80%2020 2022 202463%of consumers tried to have a positive impact on the environment through their everyday actions2124Now,consumers take a prag

71、matic approach to sustainable consumption where green attributes are often seen as essential complementary benefitsnot always the sole motivator.Responsible purchases could be both health-and eco-conscious,for example.Shoppers might also buy ethically sourced items based on other factors like durabi

72、lity or format.Theyll gravitate towards a sustainable optionif that product carries similar benefits at an accessible price.Green attributes should directly link to a product proposition or other benefits to help address specific consumer needs alongside their values-driven preference for such alter

73、natives.The Eco Logical trend is about creating a trifectathe right claims on the right products for the right audience.Sustainability is no longer just a brand-enhancing requirement but a prerequisite for innovation that drives growth.21Euromonitor International,Voice of the Consumer:Sustainability

74、 Survey,fielded January to February 2024(n=40,236)40%of consumers said high price was a top barrier to sustainable purchases2125Claim to fameSustainable product development isnt slowing down.The number of online SKUs with sustainability claims across 11 fast-moving consumer goods(FMCG)industries and

75、 25 countries increased from 4 million in Q2 2022 to 5 million in Q2 2024.23 A wider selection of sustainable alternatives gives shoppers greater and easier access to such products,which fosters their values-driven purchasing.Retail sales of products with sustainability claims trended upwards from 2

76、020 to 2023.And brands with a tangible sustainable proposition saw a 1.5%higher growth rate over the same period compared with non-sustainable equivalents.24 That reflects how such claims continue to gain traction and influence consumer preferences.Beauty and personal care brands have made a marked

77、effort to enhance offers in this space where products with sustainability claims generated more than USD120 billion in 2023the highest industry by sales.24 Other sectors have seen an acceleration in demand alongside sales of green alternatives.Pet care products with sustainability claims recorded th

78、e strongest compound annual growth rate(CAGR)from 2020 to 2023.24 5 millionnumber of online SKUs with sustainability claims across 11 FMCG industries and 25 countries as of Q2 20242323Euromonitor International,Passport Sustainability,Quarterly Opportunity Tracker24Euromonitor International,Passport

79、SustainabilityGlobal retail sales of sustainable products by industry USD billionSource:Euromonitor International,Passport Sustainability$140$120$100$80$60$40$20$0Beauty&personalcareConsumerhealthCooking ingredients&mealsDairyproducts&alternativesHomecareHot drinksPet careSnacksSoft drinksStaple foo

80、dsTissue&hygiene2020202326Brands continue to allocate significant investments for innovation to meet consumer expectations and evolving regulations.Nearly half of professionals said their company ensures sustainability features and initiatives are incorporated in new product launches.25But the lands

81、cape is becoming saturated,which puts pressure on product positioning and messaging.A look at the consumer goods industry shows approximately one quarter(home care)to almost half(beauty and personal care)of online products made sustainability claims in 2023.24 Your messaging must hit the mark to dri

82、ve ROI.Natural claims were either the first-or second-largest attribute by retail sales from 2020 to 2023 across industries,24 and a majority of consumers considered these labels trustworthy.2610Euromonitor International,Passport Innovation24Euromonitor International,Passport Sustainability25Euromon

83、itor International,Voice of the Industry Survey,fielded February 2024(n=579)26Euromonitor International,Voice of the Consumer:Sustainability Survey,fielded January to February 2024(n=39,519)1,400+new brands launched online with sustainability claims in 2023 across 54 FMCG categories and 32 countries

84、10 46%of online beauty and personal care products used a sustainability claim in 2023the highest share of digital shelf among industries24 Drive growth with the right sustainability intelligenceExploreSource:Euromonitor International,Passport Sustainability Sustainable products:Digital share of shel

85、f%share of digital shelf for online products with sustainability claims in 2023 per selected industryBeauty&personal careConsumerhealthHomecareHot drinksPet careSnacksSoft drinks100%90%80%70%60%50%40%30%20%10%0%46%43%42%42%41%30%24%27Yet,the degree to which certain claims resonate often depends on t

86、he specific category.Plastic-free packaging was the fastest-growing attribute in tissue and hygiene as well as home care,whereas MADE SAFE and upcycled claims are gaining traction in beauty and personal care.24Identify where and why specific attributes are gaining momentum in the context of your cat

87、egories.Then,be selective and intentional when choosing claims.Green features need to strengthen the value proposition of your offer.Sustainability claims help reinforce characteristics like quality,health or durability.Energy-efficient solutions like home appliances can contribute to cost savings.O

88、rganic labels could underscore the use of high-quality materials for an apparel brand or wellness properties for a food manufacturer,for example.Youll need to consider how these are framed and perceived alongside other product descriptors to communicate tangible benefits.Beauty&personal careSource:E

89、uromonitor International,Passport SustainabilityFastest-growing sustainability claimsRainforest AllianceMADE SAFEUpcycled68%63%56%CAGR of global retail sales from 20202023 per selected industry Home carePlastic-free packagingCarbon neutralFSC101%38%33%Tissue&hygienePlastic-free packagingCarbon neutr

90、alBPA free71%36%20%24Euromonitor International,Passport Sustainability28Procter&Gamble launched Tide evo,the first concentrated laundry detergent in tile format.The product is made of fibres with a compact design and uses paper packagingcombining sustainability with convenience and efficiency.Procte

91、r&GambleEco Logical:Trend applicationsNestl debuted the first KitKat formulated with cocoa sourced from families in its income accelerator programme.This KitKat incorporates a sustainability initiative into a familiar,convenient format.NestlImage source:Procter&Gamble Image source:Nestl29Eco Logical

92、Use sustainability claims that emphasise the value proposition of your product;connect these features to purchase drivers like efficacy,quality or safety.Focus product development efforts on attributes with strong growth in your category and market.Incorporate sustainability into products or service

93、s that are familiar to your target audience for easier adoption.Three tactics for 202512330Sign up for insightsGet free reports,industry news and strategic insights for your business direct to your inbox each month.Stay on top of the latest trends and shifts with our market intelligence,so you can e

94、xplore new opportunities for growth.Join our communityFilteredFocus Consumers are inundated with notifications and surrounded by an ever-wider variety of choices.People want to spend less time sifting through an overabundance of options to find exactly what they need.Brands are in a race for consume

95、r attention.Clear communication and optimised user experiences should be strategic priorities to stand out in a crowded marketplace.3132A single online search turns up thousands of hits.Relevant results arent always easy to find,and myriad selections often leave people unsure about the best choice.P

96、lus,the influx of AI-generated content adds to the confusion around real vs fake information and is a major driver here,which intersects with the AI Ambivalent trend.But this isnt a desire for less options.Rather,a demand for straightforward communication and intuitive discovery.That could be in the

97、 form of clearer labels on packaging,streamlined shopping experiences,tailored recommendations or stellar customer service.In fact,42%of consumers made purchases via livestreaming because product or service features were easier to understand through this channel.27 And 35%said easier site navigation

98、 would improve their online shopping experience.28 Put simply:consumers want to find the best products or servicesquickly and easilythat truly meet their needs.Trust plays a crucial role in their decision-making process because consumers gravitate towards brands that deliver on their promises.A majo

99、rity of consumers only bought from companies they completely trusted in 2024.1 People will also look for validation like third-party certifications to back up claims.Increased confidence can turn shoppers into loyal customers who become part of a brands ecosystem.Information overload 1Euromonitor In

100、ternational,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)27Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=7,312)28Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April

101、 2024(n=20,056)54%of consumers only bought from companies and brands they completely trusted in 2024133A search for simpler 1Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=40,236)27Euromonitor International,Voice of the Consumer:Digital Consumer

102、Survey,fielded March to April 2024(n=7,312)28Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=20,056)29Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=13,629)67%of consumers looked for ways to

103、simplify their lives in 2024152%of consumers said ease of use was the reason they used a digital wallet in the past year29 42%of consumers made purchases via livestreaming because product or service features were easier to understand through this channel2735%of consumers said easier site navigation

104、would improve their online shopping experience28 34%of consumers said easy checkout through digital wallets would improve their online shopping experience2828%of consumers searched for products with easy-to-understand labels134A crowded marketplace creates fierce competition and fragmented attention

105、 spans.Shelves are stocked with goods that offer nearly identical benefits.More than 23,000 new brands were launched online across 54 FMCG categories and 32 countries from January 2024 to August 2024.10 To make an impact,focus on your messaging and user experience.Half of professionals said improvin

106、g the customer journey and user experience are important commerce developments for their organisation in the coming year.30 This reflects a strategic shift towards strengthening relationships,increasing satisfaction and fostering brand loyalty,which can be achieved through tailored and intuitive sol

107、utions.Streamlined and straightforward 10Euromonitor International,Passport Innovation17Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=819)30Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=814)Source:Euromonitor International,Voice of

108、the Industry Survey,fielded September 2024(n=814)Top commerce developments for businesses%of professionals who selected the following responses as the most important commerce-specific developments for their organisation in the next 12 months37%of professionals said their company plans to innovate fo

109、r completely new solutions to drive growth in the next five years17100%80%60%40%20%0%Improving the customer journey&user experienceBecoming consumer-centricAsia Pacific&AustralasiaEuropeAmericasMiddle East&Africa35Simplified branding or functional packaging,for example,helps companies capture consum

110、er interest.Emphasise the unique attributes,qualities or formulations of your products and convey those in a clear manner.In 2023,12%of online home care SKUs carried a natural claim whereas only 1%had a hypoallergenic claim.And non-irritating claims were one of the fastest-growing types for the cate

111、gory from 2022 to 2023.31 Try to avoid jargon and swap vague phrases for specifics.Instead of a generic claim about longer-lasting products,define the length of time.Similar logic can be applied to a service that promises quick resultshow quick?Clear,concise communication meets this consumer demand

112、for simplicity at every stage of the decision-making process.Authenticity and relatability will also drive engagement.Tech can be a critical asset.Companies should leverage digital integrations to analyse extensive customer data for personalisation.Use this information to improve search functionalit

113、y with virtual shopping assistants(more on this in the AI Ambivalent trend)or optimise filtering options in your e-commerce store.A fashion retailer might curate products and campaigns for occasions like winter wedding attire or beach holidays,for example.Find out now31Euromonitor International,Pass

114、port Product Claims and PositioningWhich product attributes contribute to long-term brand success?36Projected livestreaming e-commerce sales in 2025Source:Euromonitor International,Passport Digital ConsumerExplore retail channels that allow you to connect and interact directly with your target audie

115、nce.Direct-to-consumer(D2C)models give you control over the user experience and data.Livestreaming events offer real-time feedback where shoppers are able to ask questions and get immediate answers.Product discovery is one part of the equation.Omnichannel fulfilment also plays an important role.Buil

116、d capabilities or strategic partnerships to offer hassle-free options like delivery and click-and-collect servicesboth of which are expected to record double-digit sales growth globally from 2024 to 2026.32$582.1 bn$29.5 bn$8.8 bn$4.4 bn$13.2 mnUSD32Euromonitor International,Passport Digital Consume

117、r37General Mills redesigned the packaging of its Good Measure branda line of blood sugar-friendly snacksto emphasise unique product qualities and stand out on shelves.The new packaging contains a blood sugar-friendly seal and an easy,concise overview of nutritional information.General MillsFiltered

118、Focus:Trend applications Ten Little is a childrens brand in the US that simplifies shopping.Parents enter their childs birth month and year to receive a curated list of age-appropriate productsfrom clothing to toys to feeding.Ten LittleAmazon launched Rufus,an AI-powered shopping assistant,to help c

119、onsumers navigate the retailers wide range of goods.Shoppers can ask the chatbot for product comparisons and recommendations.AmazonHeres an example of trend overlap with AI Ambivalent.38Filtered FocusUse clear,honest and relatable messaging to communicate the unique benefits of your products and ser

120、vices.Personalise touchpoints or interactions where possible to deliver relevant information and foster meaningful customer relationships.Optimise the user experience to streamline product discovery and remove friction from the shopping journey with the right tech integrations.Three tactics for 2025

121、123Generative AI was put on a pedestal these past few years.Expectations were highperhaps too high.And as reality set in,consumers started to witness the current limitations of this technology.Integrations and advancements arent slowing down.Companies must be transparent and purposeful in their use

122、of generative AI to maintain trust.39AIAmbivalent40All the hype around generative AI created a constant flow of new applications in recent years.More than 40%of consumers considered generative AI a trustworthy source of information in 2024.33 And approximately one in four said relevant product recom

123、mendations were the top advantage of using generative AI in their shopping process.3433Euromonitor International,Voice of the Consumer:Lifestyles Survey,fielded January to February 2024(n=39,717)34Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=1

124、8,956)Imperfect intelligence43%of consumers considered generative AI a trustworthy source of information33Source:Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=18,956);note:survey respondents are internet-connected consumers in 20 countries.Shop

125、ping with generative AI More relevant deals or promotionsEnhanced personalised assistanceImproved chatbot interactions27%25%24%of consumers who said the following were advantages of incorporating generative AI into the shopping experience More relevant product recommendations24%Summarised consumer r

126、eviews insights22%41Increased adoption also raised scepticism as consumers and regulators pointed to flaws in output.But people arent turning their backs on this tech.Rather,evaluating the pros and cons.Theyre starting to understand its limitations but also acknowledge its potentialan evolution from

127、 the Ask AI trend in 2024.Generative AI can create inaccurate responses,infringe on copyright,plagiarise work or reinforce biases.Chatbot hallucinations contribute to the spread of misinformation.And the rise of AI-generated content on social mediawithout being labelled as suchcan distort reality.Pe

128、ople are also worried about how this tech could impact job security and the economy.Consumer sentiment could hinge on their perceived level of control or comfort in tech-enabled interactions.Lets compare voice assistants to autonomous vehicles as a proxy.42Perceptions of emerging technologies%of con

129、sumers who selected their comfort level with the following technologiesSource:Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=20,056);note:survey respondents are internet-connected consumers in 20 countries.Voice assistants providing personalised

130、 product information and suggested productsRiding in an automobile without a human driverBaby boomers showed the most hesitation.Roughly one quarter arent comfortable with voice assistants providing personalised recommendationsjumping to 48%when asked about riding in a vehicle without a human driver

131、while millennials expressed the highest level of comfort across both applications.2828Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=20,056)Extremely or very comfortableNot at all comfortableExtremely or very comfortableNot at all comfortable100

132、%90%80%70%60%50%40%30%20%10%0%100%90%80%70%60%50%40%30%20%10%0%Generation ZMillennialsGeneration XBaby boomersGeneration ZMillennialsGeneration XBaby boomers43Similarly,talking to a human to address customer service questions was preferred to using a bot for a majority of consumers.Only 19%expressed

133、 comfort with using a bot to resolve complex queries in 2024.28Consumers are more discerning but will keep leveraging generative AI to a degree.Human oversight is expected,and interpersonal touchpoints remain an integral part of brand interactions.As development progresses,transparent,intentional an

134、d ethical use become an absolute necessity.Transparent and intentionalGenerative AI is already proving to be a powerful tool for businesses.In the next few years,nearly two thirds of professionals said their company plans to invest in this technology.3565%of professionals said their company plans to

135、 invest in generative AI in the next five years3528Euromonitor International,Voice of the Consumer:Digital Consumer Survey,fielded March to April 2024(n=20,056)35Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=650)36Euromonitor International,Voice of the Industry Surv

136、ey,fielded September 2024(n=816)37Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=767)41%of professionals said their company increased digital investments in recent years to respond to changing consumer trends36 55%of professionals said generative AI will impact their

137、 company in the next five years3744Source:Euromonitor International,Passport Consumer Appliances 2020202220212023Global share of smart appliances%share of smart appliances from selected appliance categories38Euromonitor International,Passport Consumer Appliances39Euromonitor International,Voice of t

138、he Industry Survey,fielded September 2024(n=347)40Euromonitor International,Voice of the Industry Survey,fielded September 2024(n=305)23%21%19%17%The customer experience has also been a top focus area thus far,especially for retailers.Smarter virtual assistants like Taobao Wenwen from Alibaba,Beauty

139、 Genius from LOral Paris or IKEAs AI Assistant help enhance search capabilities and product recommendations,for example.Consumer appliances are one example of this quick adoption.In 2024 alone,several companies launched generative AI capabilities like Haiers HomeGPT and Samsungs Bespoke AI.The numbe

140、r of smart appliances has steadily increased from 17%of units sold at retail in 2020 to 23%in 2023which is expected to continue growing alongside tech advancements.38Be cautious about overreliance,though.Chatbots can support customer queries and serve as the first point of contact,but human interact

141、ions remain criticalespecially for intricate requests.You should continuously test and train these models because incorrect or unhelpful responses will result in end-user frustration.AI-generated content from brands has also sparked backlash in some instances.Identify the right use cases before you

142、invest in this tech and openly disclose applications for transparency.Explore integrations that benefit your customers beyond consumer-facing features.Fraud protection in the financial services industry is a prime example.Generative AI can analyse transaction data to spot anomalies for quicker scam

143、detection or simulate fraud attempts to help financial institutions improve security measures.Looking ahead,42%of professionals expect generative AI to help optimise supply chains with automated order and vendor management in the coming years.40In the workforce,generative AI can be seen as a threat

144、that creates redundancies instead of a tool to empower productivity.Set clear governance standards and use this tech to upskill or support employees.Sustained business success relies on human intelligence.46%of professionals expect generative AI to allow their company to create more intelligent shop

145、ping suggestions in the next 12 months3945Dove pledged to never use AI-generated images of women in ads as part of its ongoing efforts to combat biasesa stance that reinforces the brands commitment towards promoting real,inclusive beauty.Dove also created a Real Beauty Prompt Playbook with informati

146、on and tips for using generative AI to produce representative images.DoveAI Ambivalent:Trend applications Target announced the rollout of Store Companion,a new generative AI tool for associates to help answer questions,train new members and improve store operations.The chatbot is designed to assist

147、retail employees and improve efficiencies.TargetImage source:TargetImage source:Dove46AI Ambivalent:Trend applications LG is bringing its vision for AI to life.The company redefined AI to affectionate intelligence,showcasing how this technology and LG innovations create smarter homes while simplifyi

148、ng daily routines.One solution is LGs Self-Driving AI Home Hub that moves,communicates and interacts with users.The robot understands various emotions and can adjust responses accordingly.The hub also uses generative AI to turn images drawn by users into unique stories.LGImage source:LGMastercard us

149、es generative AI to expedite and enhance fraud detection.The companys tool scans transaction data and flags patterns to spot compromised cards.Mastercards technology increases the speed at which scams can be identified while protecting customers.MastercardImage source:Mastercard47AI AmbivalentBe tra

150、nsparent about the use of generative AI across channels and content.Analyse consumer sentiment to inform decisions about integrations or applications.Evaluate which touchpoints could leverage this tech vs human expertise;find the right balance.Three tactics for 202512348What if your smartest decisio

151、n is just a question away?Unleash the power of Passport AI and supercharge your market intelligence.Ask complex questions in your natural language and receive concise summaries that combine insights sourced from our trusted content.Use Passport AI to uncover hidden connections and trends.Get a previ

152、ew49About Euromonitor InternationalEuromonitor leads the world in data analytics and research into markets,industries,economies and consumers.We provide truly global insight and data on thousands of products and services;we are the first destination for organisations seeking growth.With our guidance

153、,you can make bold,strategic decisions with confidence.We are an independent provider of global business intelligence,market analysis and consumer insights.From local to global and tactical to strategic,our market research solutions support decisions on how,where and when to grow your business.With

154、offices around the world,analysts in over 100 countries,the latest data science techniques and market research on every key trend and driver,we help you make sense of global markets.Unlocking worlds of opportunityHealthspan Plans Giedre Guskove Senior Consultant Karolina Grigorijevaite Team Lead,Inn

155、ovation Quinn Mai Senior Research Analyst Wiser Wallets Amna Abbas Senior Consultant Natasha Cazin Senior Consultant Eco Logical Connor Malloy Associate Consultant Olivia Stelmaszczyk Senior Research Analyst Filtered Focus Paula Goi Senior Consultant Pinar Inan Consultant AI Ambivalent Linda Lichtme

156、ss Research Consultant Somaia Basha Research Manager Advisors An Hodgson Head of Practice,Consumers Anna Nelson Senior Consultant,Innovation Bob Hoyler Industry Manager,Retail&Digital Consumer Brianna Peterson Consulting Practice Manager,Innovation Caroline Bremner Senior Industry Manager,Travel Ing

157、a Klebanskaja Senior Consultant,Sustainability Irina Barbalova Global Lead,Health&Beauty Research Jana Rude Senior Insight Manager,Consumers Jorge Zuiga Senior Insights Consultant,Sustainability Maria Bogdanova Senior Product Manager,Sustainability Michelle Evans Global Lead,Retail&Digital Consumer

158、Research Nadejda Popova Senior Research Manager,Loyalty Nathanael Lim Asia Insights Manager,Beverages Rabia Yasmeen Industry Manager,E-Commerce Sarah Boumphrey Global Research Director Stephen Dutton Client Insight Research Manager Tim Chuah Industry Manager,Consumer Appliances Design Catherine Edwa

159、rds Graphic Designer Claire Garvin Creative Manager Editors Candice Caldwell Head of Content Marketing&Creative Marissa Bosler Content Marketing Manager50Stella oversees Euromonitors innovation portfolio of custom research solutions and Passport Innovation.She works with strategy-and growth-focused

160、clients across the innovation stage-gate process.This collaboration extends from identifying key pillars for future innovation,assessing market potential,making the business case for new product development,evaluating alternative business models and tailoring a go-to-market strategy for product laun

161、ch.Stellas experience spans 200+custom projects for multinationals and dynamic startups alike.The breadth of her cross-industry knowledge and broad geographic experience enables her to identify early signals of threats,understand strategic thinking across the organisational chart and partner with cl

162、ients to address these issues proactively.About the teamKatharina plans,executes and delivers large-scale quantitative and qualitative innovation,new product development and consumer trends projects,spearheading a collaborative effort among experts in research,content,analytics and data science.She

163、has more than 20 years of experience in market research and consulting across consumer goods and services industries for a global client base,applying diverse methodologies.Katharina uses her expertise for the final delivery and integrity of new,best-in-class research datasets and high-profile trend

164、 analysis.Stella Vatcheva Senior Head of Practice InnovationKatharina KunzeProject Manager Innovation 51MethodologyOur network of analysts identifies the annual global consumer trends,making the most of our broad,international coverage in 100 countries across the world.Our innovation consultants spo

165、t and compile emerging trends based on our proprietary research,trade interviews,surveys and input from our industry experts.Those collective insights are taken into dynamic ideation workshops to pinpoint emerging,short-term trends and identify real-world case studies.We work across our 16 global of

166、fices,drawing from research and commercial functions,to rank the top global consumer trends for businesses.Special thanks to our global analysts and workshop participants who contributed to this report and helped refine our 2025 trends.All data in this report is from our market research knowledge hub,Passport.Figures are global unless otherwise stated.