Top global consumer trends for 2025: report insights

Euromonitor International has released its Top Global Consumer Trends 2025 report, detailing five prominent trends shaping consumer behaviour worldwide.

The report analyses how generational shifts are influencing business dynamics, creating new opportunities for companies, and necessitating adaptations in response to evolving customer habits.

The analysis underlines core factors such as the cost of living, environmental sustainability, and wellbeing expectations as central to consumer behaviour across the globe. In addressing these, companies are encouraged to pay attention to emerging consumer priorities and integrate them into their strategic planning.

The primary trends identified in the report include "Healthspan Plans," focusing on the growing consumer desire for longevity and better health over time. According to the report, 52% of consumers believe they will be healthier in the next five years than they are now.

"Wiser Wallets" highlights a move towards financial conservatism, with an emphasis on saving and mindful spending. In this regard, it was noted that only 18% of consumers frequently made impulse purchases in 2024.

Under the "Eco Logical" trend, sustainability remains a key consideration for consumers who are increasingly evaluating products based on both personal values and demonstrable benefits. By Q2 2024, online stock keeping units (SKUs) featuring sustainability claims reached 5 million across 11 fast-moving consumer goods (FMCG) industries in 25 countries.

"Filtered Focus" reveals consumer fatigue with excessive notifications and choices, leading to a preference for streamlined purchasing options. The report indicates that 42% of consumers made purchases via livestreaming, finding the medium effective for understanding product or service features.

Lastly, "AI Ambivalent" describes consumer perceptions of artificial intelligence, balancing scepticism with pragmatic evaluation. Despite concerns about AI outputs, 43% of consumers considered generative AI a reliable information source.

Stella Vatcheva, Senior Head of Practice Innovation at Euromonitor International, explained: "Consumers are increasingly conscious when it comes to spending. They seek products and services that are reliable, providing long-term and targeted solutions."

She added: "Prioritising innovation and loyalty in business strategies will be essential for addressing evolving consumer behaviour and driving growth."

Additional findings in the report highlight that Millennials and Gen Z lead the adoption of health-tracking technology, while over half of consumers engaged in extensive research before purchasing products or services in 2024. Furthermore, 46% of online beauty and personal care products made sustainability claims, marking the highest share among digital retail categories.

With respect to online shopping, 34% of consumers identified easy checkout via digital wallets as a key improvement, while 46% of professionals anticipate that generative AI will enhance their company's capacity to deliver intelligent shopping suggestions within the next year.