Consumer Stress

Mindful living: Consumer perspectives on wellness

Well-being Shifts from Future-Focused to Day-to-Day Living

Post-pandemic health priorities are continuing to evolve. As a result, consumers are placing less emphasis on long-term risks like chronic illness and more on managing everyday wellness. This can particularly be seen through mental and emotional balance. According to FMCG Gurus consumer insights, 28% of global consumers now rank emotional well-being as their number one health focus for the year ahead.

While overall health remains important, individuals are zooming in on core daily needs. This includes mood, energy, digestion, and weight control, essentials that are increasingly seen as the pillars of long-term wellness. With rising pressures across demographics, boosting emotional resilience has moved from a nice-to-have to a must. In this context, low energy isn’t viewed as simple tiredness, but as an indicator of overall imbalance. Feeling alert and energized is now a clear marker of good health.

Simultaneously, weight management is being understood in a broader health context. This is beyond appearance, for its impact on mobility, digestion, heart health, and mood. With this shift, brands must communicate body-positivity. This can be done through holistic benefits rather than focusing on outdated aesthetic ideals that may impact emotional well-being.

Stress and Sleeplessness Are Draining Daily Wellness

Sleep disruption, particularly among younger people, is being driven largely by emotional stress. As a result, individuals are being affected in terms of how they feel and function each day. FMCG Gurus reports that 47% of Gen Z frequently experience fatigue and low energy, often linked to irregular sleep.

Anxiety, overstimulation, and difficulty unwinding are increasingly common across age groups. These are amplified by today’s digital-first lifestyle, where constant news exposure and social media engagement heighten emotional strain. Blue light from screens delays relaxation and compromises sleep, creating a cycle of fatigue and poor mental health.

Emotional fatigue is fueling demand for products and experiences that promote calm, quality sleep, and consistent energy, without overstimulation or side effects.

Reclaiming Balance by Disconnecting from Digital Overload

To combat rising stress levels and emotional burnout, many consumers are actively stepping away from their screens and seeking more meaningful real-world interactions. FMCG Gurus reveals that 25% of consumers who have prioritized emotional well-being in the past year have intentionally reduced device use before bedtime.

Physical complaints like eye strain and posture issues are being matched by emotional consequences, anxiety, sleep disruption, and feelings of isolation, prompting a rethinking of digital habits. Consumers are gravitating toward richer, offline experiences, especially time spent with loved ones.

This increasing awareness of “digital fatigue” is driving interest in tools that help manage screen time. This includes mindfulness apps or digital detox plans. Brands that enable reconnection, presence, and genuine emotional support will likely resonate more deeply with today's consumers.

Digestive Health Takes Center Stage in Whole-Body Wellness

Understanding of gut health has moved far beyond digestion alone, consumers now see the gut as a central player in emotional and cognitive well-being, energy, and sleep regulation. This holistic view is especially prominent among younger generations who are attuned to how diet and gut health are linked.

These younger consumers are proactive in choosing functional, convenient products to support digestive wellness, while older generations are being encouraged to treat digestive discomfort as a manageable health factor rather than just a sign of aging.

With gut health now a key area of interest across age groups, there’s rising demand for clear, accessible education and effective solutions. Brands that can make the connection between digestive health and broader emotional or cognitive wellness will stand out as leaders in the modern health space.

This article is based on FMCG Gurus: Top Trend 8: Mind + Body = Harmony. For more information, please contact us at info@fmcggurus.com.

Women and Wellness: Evolving Priorities

Proactive About Health, Despite Rising Pressures

According to FMCG Gurus' consumer insights, nearly 70% of women describe their health as good or excellent. This demonstrates a proactive and optimistic approach to well-being, even when no symptoms are present. This mindset reflects a broader trend. A trend where women are prioritizing prevention and looking for ways to enhance their health rather than waiting for problems to arise. However, this pursuit of wellness is often challenged by the realities of modern life. Pressures to succeed in both personal and professional areas, combined with financial uncertainty, fragmented dietary habits, and increasingly busy schedules, have contributed to widespread feelings of fatigue, stress, and overwhelm. These pressures are being felt across generations, though in different ways.

Generational Differences, Shared Concerns

Older women are embracing a “forever young” mindset, staying active and breaking away from outdated stereotypes about aging. They are focused on maintaining fitness and energy well into later life. Middle-aged women, particularly those in Generation X, are at a transitional stage. This is because they are no longer considered young but not yet elderly. This prompts them to rethink their lifestyle choices and invest in their long-term health. Younger women, meanwhile, are managing the demands of career growth and early motherhood. They often struggle to carve out time for self-care. For the youngest respondents, the pace of daily life itself is a major obstacle to healthy living. Across all age groups, there's a shared concern. This is that current lifestyle habits may negatively affect their future health, leading to reduced confidence in their well-being.

Emotional Wellness Moves to the Forefront

One of the most significant shifts in recent years is the increased focus on emotional wellness. Between 2021 and 2023, more women began prioritizing their mental health, particularly stress management and sleep quality. This shift highlights a growing recognition that emotional health is not secondary to physical health, it is central to it. Many women understand that low mood, high stress, and poor sleep can weaken the immune system and increase vulnerability to illness over time. The idea of “feeling healthy” now includes having consistent energy, good sleep, and emotional balance.

Top Health Goals Reflect Everyday Realities

The top wellness goals across all age groups are stress reduction, improving mood and mental health, and supporting immune function. Weight management also plays a key role. This is particularly true for Gen X women. They are more likely to notice changes in metabolism and weight gain with age. These women are beginning to connect maintaining a healthy weight with longevity and disease prevention. This is especially the case as they make plans for healthy aging.

Stress, Fatigue, and the Cycle of Burnout

Ongoing stress and fatigue are particularly pressing concerns for women, especially as they continue to navigate a world marked by uncertainty, economic instability, and societal pressures. These external factors often feel out of their control, contributing to disrupted sleep and heightened anxiety. In turn, poor sleep can intensify stress and create a cycle of low energy that impacts every part of daily life. For many women, this creates a sense of worry that their current mental and emotional state might be an early warning sign of longer-term health problems. As emotional well-being gains importance, women are looking for solutions that support sleep, stress relief, and energy restoration.

Barriers to Wellness: Time and Cost

However, despite the strong desire to lead healthier lives, women still face significant barriers. A major concern is cost, many feel that healthy or better-for-you products are more expensive than standard alternatives. Another obstacle is time; women often feel too busy to research, plan, or make significant lifestyle changes. For brands, this presents an opportunity to connect more deeply with female consumers by offering products that are not only functional but also convenient and accessible. Emphasizing added value, such as multifunctional benefits or time-saving formats, can help bridge the gap between intention and action. Ultimately, women are not just seeking wellness products, they are looking for solutions that integrate seamlessly into their fast-paced lives and help them feel better today while investing in a healthier tomorrow.

This article is based on FMCG Gurus: Women, Wellness, and What's Next - Trend Resource 2025, please click here to discover more.

Trouble sleeping: What’s keeping consumers up at night?

Younger generations are less satisfied with their health and well-being, but older generations acknowledge declining health

Across all age groups, consumers are grappling with concerns about their health and overall well-being. In today’s era of global uncertainty, economic instability, and personal pressures, many individuals are feeling stressed and fatigued. Among the youngest generation surveyed, Generation Z (born 1997–2012), the dissatisfaction with their health is particularly pronounced. Despite being known for their progressive values and commitment to self-expression, this group is facing emotional and physical health challenges. According to FMCG Gurus' consumer insights, factors including the pressure to succeed both personally and professionally, along with demanding lifestyles, are contributing to their feelings of stress and overwhelm. As a result, Gen Z are less confident about their current well-being. They are concerned about how their hectic lives may affect their health in the long term.

Meanwhile, Millennials (born 1981–1996) and Generation X (born 1965–1980) find themselves in transitional phases. This includes navigating milestones like becoming parents, advancing in their careers, and caring for aging relatives. While they may not be "old," they are focused on preparing for healthy aging amidst their already busy lives.

Baby Boomers (born 1955–1964) are generally more confident about their health. This is partly due to a renewed sense of optimism following the pandemic. Many Boomers now embrace a "forever young" mindset, striving to stay fit and active well into their later years. However, this positive outlook can sometimes lead to an underestimation of serious health issues. This is because some may dismiss signs of aging as just natural, potentially hindering their ability to age healthily.

Consumers are aware that sleep health impacts overall well-being

The health and wellness industry has shifted its focus from long-term physical health to more immediate concerns. This includes emotional well-being. The fear of illness and disease has decreased since the pandemic. This has resulted in consumers increasingly evaluating their health based on how they feel day-to-day and their physical appearance.

A key priority for consumers across all age groups is improving sleep health. Followed closely, consumers also want to improve their mental well-being and maintain physical fitness. There’s a growing understanding that these factors are interconnected. This is because poor sleep can contribute to fatigue and lead to feelings of stress. FMCG Gurus' market research highlights that many consumers are dissatisfied with both the quality and quantity of their sleep. Common reasons for poor sleep include late night screen time, hectic schedules, and stress or anxiety that interferes with falling asleep. As a result, consumers are increasingly seeking products, such as food, beverages, and supplements, that help manage stress, improve sleep, and support long-term energy levels.

Around half of consumers are experiencing high levels of stress

A significant number of consumers, spanning all generations, are reporting struggles with anxiety, stress, and a general inability to unwind. This emotional distress is negatively impacting their sleep patterns, leaving many feeling fatigued and low on energy throughout the day. Many consumers find themselves trapped in a cycle: stress and anxiety prevent restful sleep, leading to daytime exhaustion and further difficulty sleeping. While some of these concerns may be seen as irrational, genuine worries, such as economic instability, geopolitical tensions, and shifting political landscapes, are affecting consumers' mental well-being.

Younger individuals may be concerned about personal achievements and future prospects, while older consumers may worry about their family members and their own health as they age. Time spent scrolling through social media and consuming online news can amplify these feelings of stress and uncertainty. Additionally, digital device usage, with its potential to delay bedtime and disrupt sleep due to blue light exposure, further contributes to poor sleep patterns. As emotional distress continues to influence sleep quality, products and experiences that promote relaxation, rest, and escapism will remain highly sought after.

This article is based on FMCG Gurus – Trouble sleeping: What's keeping consumers up at night? – Trend Report – 2025. To discover more, please click here.

How global politics is influencing consumer behavior in 2025

Fear

In 2025, where politics is divisive and the threat of conflict can feel ever present, around one third of consumers have feelings of worry about global conflict or the risk of war. These feelings of stress can then have an effect on how consumers behave. Also, it can impact on the purchasing choices they make, both consciously or unconsciously. With the US’ newly introduced “America First” policy with tariffs, consumers are expected to feel worried about prices rising and food shortages increasing. This can result in panic buying as well as impacting how American brands are perceived with local products being viewed as “safer” options. 

Furthermore, high levels of migration are also causing panic among consumers, especially those from the older generations. As a result, there has been a 10% increase in the proportion of consumers who prefer products with “traditional” flavors over unusual or exotic. This is a result of consumers retreating back to the comfort of what they know in a time of heightened polarization and constant change.

Anger

Consumers can also have an angry reactionary approach to global politics, expressing their frustration through their purchasing choices. With the newly introduced US tariffs, many consumers in affected areas are demonstrating anti-US sentiment in their purchasing decisions. One of the key methods consumers can use in order to express frustration with global politics is through boycotts. FMCG Gurus' consumer insights show that 27% of consumers have actively taken part in a boycott before. This is made even easier today, where there is a plethora of choice available to consumers. In 2025, there are boycotts against US brands happening in Canada and the EU. Consumers are encouraged to choose local products as a political stand against the new tariff policy. 

Furthermore, with the growth of social media, consumers not only consider the political stance of the brand, but the key individuals within the company as well. In 2025, Elon Musk, CEO of Tesla, caused backlash against his company by supporting Donald Trump and his international policy. As a result, Tesla have experienced a massive decline in sales as consumers cannot and do not want to separate the individual from the product.

Activism

In contrast, brands can also attract consumers by taking a political stance on certain issues. This includes generating support from those who share those views so brands have the opportunity to build a strong base. This can be done by demonstrating a willingness to publicly express approval or disapproval for certain foreign affairs. For example, Ben and Jerrys have utilized this technique in the past. The brand organized campaigns to support environmental policies and providing products at events supporting policy reform. Examples of this include Black Lives Matters and International Women’s day. However, in expressing strong opinions, brands also risk alienating consumers with differing opinions, and creating the chance for boycotts.

This article is based on FMCG Gurus - Global Politics and Consumer Choice - Trend Report - 2025. To discover more, please click here.