The world is turning faster and faster. Every day, consumers find themselves in the middle of an ever more chaotic, dynamic, and often confusing world. After a series of crises, there are also growing geopolitical tensions that impact the global value system(s) and create a further sense of uncertainty. Facing such challenges, consumers are torn between restraint and extravagance, between saving money for the future and indulging in immediate experiences now.

Therefore, FMCG-brands are facing several challenges in 2025 to accommodate consumer wishes and demands. In this seemingly uncontrollable and ever-changing world, what can producers, retailers, and B2B companies do to guide consumers through the shelves in 2025?

• Healthspan Plans: Consumers want preventative solutions and products that target specific concerns. Innovations should support optimal wellness at every life stage.
• Wiser Wallets: Consumers now approach shopping with a strategic mindset, expecting added value as a standard. Brands should respond with solutions that convey clear benefits and tangible, useful incentives to remain relevant for their target audience.
• Eco Logical: Brands need to provide tangible evidence to sustainability claims and align the right claims with the appropriate products for the target audience to convince consumers to pick eco-friendly options.
• Filtered Focus: Consumers want to spend less time sifting through an overabundance of options to find exactly what they need. Brands should communicate clearly and optimize user experiences to stand out in a crowded marketplace.
• AI Ambivalent: Generative AI was highly anticipated, but also causing uncertainty, especially among the workforce. While integration and advancements are necessary, companies must be transparent and purposeful in their use of generative AI to maintain trust.

Those trends are expected to gain traction in 2025. Understanding top global consumer trends is essential for businesses aiming to anticipate customer needs and address their pain points effectively. Embracing consumer needs will arm brands and retailers for any new challenges that are yet to come.

Want to know more about consumer behaviour? Come to this year's FINAT European Label Forum in Amsterdam to hear Linda Lichtmess, Research Consultant at Euromonitor International, speak about 2025 consumer attitudes to watch.