Consumers are evaluating their health based on how they are feeling and are finding that they are not satisfied with their energy levels. Global instability, financial uncertainty and personal pressures are leading to feelings of stress, time-scarcity and fatigue.
Almost half (47%) of global consumers surveyed by FMCG Gurus said that they plan to improve their energy levels over the next twelve months. There is an awareness that low energy levels can be reflective of an overall deterioration in wellness. This links to frequent feelings of fatigue with the possibility of longer-term ill health. As a result, this means that improving energy levels is central to improving both immediate health and for healthy ageing.
From short-term fix to sustained energy boost
When looking for a “quick fix” consumers may turn to products that are high in sugar. These products can also be lacking in nutritional value. This contributes towards the perceptions that “traditional” energy boosting products can conflict with overall wellness goals. In addition, this also contributes to the idea that short term solutions may have unpleasant side-effects.
To counter consumers’ concerns, brands must provide reassurance that sources of energy are safe and natural. This is an opportunity to create products that provide a clean and sustained energy lift without additives or added sugar.
The need for fragmentation in the energy market
FMCG Gurus research shows that consumers have different metrics for measuring their energy levels and a range of motivations.
For example, one third of global consumers measure their energy levels by their cognitive function. For consumers experiencing symptoms such as brain fog, energy drinks with ingredients targeted towards improving focus will appeal.
Prioritizing a back-to-basics approach
Improving sleep health is central to a back-to-basics approach. Many consumers are adopting this approach toward their health over the next twelve months. For the energy market, this means that clean energy products must not be seen to interfere with sleep patterns. The inclusion of ingredients that help to reduce stress and promote feelings of calm, focused energy will be particularly appealing.
A quarter of global consumers have turned to exercise in a bid to improve their sleeping patterns over the next twelve months. As consumers may feel tired when trying to exercise more, there will be an interest in products that can offer a clean and sustained energy boost that facilitates exercise.
This means that there will be an increase in active nutrition consumers taking a proactive approach to their health, looking for functional clean energy products, for example containing protein, fibre and electrolytes, which support physical activity.
Opportunity for innovation
As consumers continue to make the link between energy and overall health, they will expect the next generation of energy boosting products to offer clean, sustained energy alongside tailored, targeted functional benefits that fit their particular lifestyle and health goals. This is an opportunity for development in the energy market to address legacy issues whilst supporting consumers with their health and well-being goals.
It’s essential for brands across the dynamic global food,
beverage, and supplement markets to identify and stay ahead of the trends
influencing consumer behaviors and attitudes in the upcoming year.
These markets have been affected by an overarching sense of
unpredictability and instability, with consumers confronting issues like global
conflict, price sensitivity, and increasing strain on supply chains.
Over the next twelve months, consumers will embrace comfort and indulgence alongside a focus on daily well-being as they seek to safeguard their physical and emotional health.
FMCG Gurus Top Ten Trends for 2025 are:
This
blog examines the first 5 trends.
To gain insights into all 10 of the trends, register here for our online roundtable discussion taking place on 7th November 2024.
Top Trend 1: Prioritizing Pleasure
The
Sub Trends
Appetite for Expression | Comfort to Nurture | Join the Dots |
Hedonistic Therapy
70% of global consumers feel taste is the most influential factor which shapes perceptions of whether a product is good value for money.
Explores the significance of taste and enjoyment without
compromise, reflecting a shift towards permissible indulgence where consumers
seek gratifying flavors and textures free of guilt or restrictions. This has
led to a rise in premium and artisanal products promoting balance and
moderation. Brands are focusing on providing sensory-rich experiences that
deliver pure enjoyment, reshaping the narrative around guilt-free indulgence.
Consumers are increasingly drawn to brands that align with their values, allowing
them to express their individuality through relatable product experiences.
There is also a preference for familiar products during uncertain times, highlighting the demand for nostalgic offerings that provide emotional comfort. Furthermore, the trend underscores the need to balance enjoyment with holistic well-being, encouraging mindful eating and savoring flavors for mental and nutritional wellness. Lastly, promoting self-care and indulgence without guilt has become crucial, emphasizing a positive mindset towards relaxation and enjoyment without restrictions.
Top Trend 2: Do Good, Feel Good
The Sub
Trends
All for One | Pushing for Change | Diversify and Include | State
of Mind
53% of global consumers have taken steps to improve their emotional health in the last year.
This trend emphasizes the connection between acting responsibly and the resulting positive effects on emotional well-being and physical health. This trend encompasses various facets, such as advocating for cruelty-free and transparent production processes, placing importance on kindness and wellness in daily practices, supporting causes, and shifting focus towards non-material wealth by prioritizing quality time with loved ones. Consumers are actively seeking out brands that resonate with these values and show a dedication to ethical practices. They are driving transformative change through small acts of kindness in their routines, endorsing anti-corporate and artisan brands, leading to elevated moods and a stronger sense of community.
Top Trend 3: The Mantra is Well-Being
The Sub
Trends
Balanced Intentions | Age of Anxiety | Functional Indulgence |
Highlighting Hydration
38% of global consumers state that they often feel anxious or over-stimulated.
This trend highlights the growing importance of taking time for oneself amidst the concerns and stress of current events including global conflicts and social media pressures. Consumers are actively prioritizing time for rest, relaxation, and health maintenance through self-care practices. This movement encompasses various elements such as focusing on improving sleep health, engaging in activities that provide escapism and stress relief, enjoying indulgence without guilt, and disconnecting from excessive digital consumption to re-establish real-life connections. Brands are aligning with this trend by promoting and endorsing self-care practices to aid consumers in managing their wellness in today's digitally saturated and fast-paced environment.
Top Trend 4: Timeless Traditions
The Sub
Trends
Creating Memories | Seeking Culture | Portal to the Past | Championing Causes
18% of global consumers like to see nostalgic flavors when seeking out snack products.
One of the prevailing trends in consumer behavior centers around
the resurgence of a retro mindset and a deeper appreciation for timeless
traditions. This movement signifies a shift towards embracing traditional
values, a focus on self-identity, and a preference for simplicity as a response
to the rapid changes and uncertainties of the modern world. Consumers are
finding solace in the familiar, placing importance on tradition, heritage, and
nostalgia in their decision-making. This trend reflects a yearning for clarity,
authenticity, and straightforward decision-making amidst the overwhelming
abundance of information and choices available today.
Additionally, the trend emphasizes social interaction and meaningful connections, leading individuals to prioritize togetherness and shared moments with family and friends. It also mirrors consumers' desire for diverse and authentic culinary experiences, driving the exploration of flavors or traditional tastes that evoke a sense of nostalgia and cultural connection.
32% I want to avoid ingredients that are harmful for the environment.
This ongoing trend signifies a collective commitment towards
ethical promises and initiatives, with both brands and consumers assuming
pivotal roles in advancing purposeful and environmentally conscious visions for
the future. Brands are increasingly adopting transparent and sustainable
practices, including ethical sourcing, mitigating carbon footprints, and
championing social and environmental causes.
This shift reflects a broader trend of responsible consumerism, where individuals actively endorse brands aligned with their ethical values. They look for brands that partake in environmentally friendly practices, contributing to the elevation of communities, preservation of natural resources, and the construction of a more sustainable and purposeful future. Emphasizing the significance of ethical and sustainable initiatives, brands are under heightened pressure to uphold ethical standards across their processes, from ingredient sourcing to production methods, to cater to evolving consumer preferences.
