In November 2024 FMCG Gurus explored the key trends that will shape consumer attitudes and behaviors in 2025. 

During the lively roundtable discussion, we heard how consumers are shifting their perceptions towards their finances, their health goals and their emotional wellbeing. To more closely understand the motivations behind this perception shift, we discussed how the broader global context shapes consumer attitudes. In addition, we explored how reaction to cultural events will influence food, beverage and supplement choices.

Key drivers behind consumer attitudes

Key drivers behind changes in consumer attitudes in 2025 include a renewed focus on self-care and emotional wellness. This includes seeking out comfort and escapism through affordable indulgence. Also, this highlights the importance that consumers will place on value and information transparency when purchasing products. 

“Consumers are governed more by value, innovation and quality rather than purely the cheapest price. This is particularly true if the cheapest price is considered to be a compromise on taste. They are scrutinizing products, questioning whether they are effective, essential and good value for money. ”

Mike Hughes, Head of Research and Insight at FMCG Gurus

Evolution of trends and opportunities for brands

We examined the evolution of trends within health & wellness and debated the differences in approach between cohorts. From the focus placed on emotional wellness by Generation Z to the “forever young” ethos of Baby Boomers.

Indulgence and sensory appeal is a key theme running through many of the 2025 trends. We discussed how brands can help consumers seek out products that offer escapism without associated feelings of guilt. In addition, we examined the movement towards traditional flavors associated with simplicity and nostalgia. 

“Consumers are willing to trade-up as they seek products that push the boundaries of premium. This is a big opportunity to give traditional products and flavors a more contemporary twist”

Simona Tweedie, Lead Analyst, FMCG Gurus

Changing consumer sentiment towards popular trends

Consumer opinion continues to fragment in reaction to macro influences and uncertainties. As a result, we discussed the need for a fine balance in progressive marketing to cater to a range of audiences. Also, we discussed the change in consumer attitude towards sustainability and premium prices. This involved looking more closely at the kinds of claims that ethically-minded consumers find appealing.

Technology, AI and the consumer

Consumers have become accustomed to the role of AI as a collaboration tool that can support personalization and speed technological development. In terms of this, there was discussion regarding consumer interest in innovations in the health and wellness market. Caution was raised around weight-loss drugs. However, due to the divisive opinions both within the industry and at a consumer level. 

Advice for brands in 2025

As the roundtable came to a close, our experts shared their advice for brands over the next twelve months. Brands will have to be more transparent and open than ever before to appeal to consumers. This includes focusing on value via quality and innovation, and ensuring that they support consumers who will continue to be feeling stressed and anxious over the next year. The Q&A from the audience included questions covering the plant-based market, pet care, weight loss drugs and the importance of combating misinformation.

Find out the latest consumer insights and opportunities for your industry. To read our First Five Trends for 2025 Digest please click here. 

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