Consumer Trends 2025 — What Consumers Want & Why It Matters More Than Ever
In the face of economic volatility and ongoing supply chain pressure, global consumers are tightening their wallets, while brands face tighter margins and less room for risk when it comes to launching new products or adjusting prices. With less disposable income, launching the right product at the right time has never been more important.
Current trends in consumer behaviour show a shift from quantity to quality. Shoppers are reassessing what feels worth it. Emerging patterns like ethics, sustainability, health and emotional connection are now part of everyday purchasing decisions.
Top Consumer Behaviour Trends to Watch in 2025
Our latest Consumer Horizon report explores how people are really thinking and feeling about what they buy in 2025. From shifting priorities in the supermarket aisle to growing expectations around health, sustainability and value, it brings together the insight that matters for anyone developing new products or refining brand strategy.
So, what’s standing out this year? A sharp generational divide in loyalty, changing expectations around health, and a more demanding view of sustainable products. Current consumer shopping trends show that older shoppers are quietly reshaping the consumer spending equation. We’ve also observed growing pains in the plant-based category and the rise of regenerative farming. Clear signals are emerging, along with a few surprises.
Trend 1: Generational Wealth & Consumer Loyalty
In a market dominated by price sensitivity, one group of customers is behaving differently and offering outsized value in return. Consumers aged 65 and over are the only demographic who don’t list price as their number one purchase driver. Instead, 69% say that the quality of ingredients matters most, while 62% prioritise freshness.
They’re also more consistent in their brand preferences. Compared to under-45s, older consumers are 1.4 times more likely to stay loyal to brands they trust. They’re less reactive to promotions and place greater emphasis on reassurance, reliability, simplicity and effective services.
Missed Opportunities for Retailers & Small Businesses
Despite this, many consumers in this group feel overlooked. More than half say hospitality experiences are not designed with them in mind, and they often perceive branding and in-store or online shopping experiences to be targeted solely at younger audiences.
This is a valuable and active consumer segment whose needs impact the overall customer experience. Brands focused solely on youth-led trends may be missing a commercial opportunity to speak directly to an audience with both time and money to spend. For product and innovation teams, this means thinking differently about formats, messaging and sensory cues that reflect what this group values most.
Trend 2: Plant-based Products & Evolving Consumer Preferences
Plant-based products are firmly part of the mainstream, with 65% of consumers in the UK buying into the category. But that number masks two very different audiences with very different needs.
- Active Meat Reducers: This group is already choosing plant-based products more regularly. They tend to be highly motivated by animal welfare and health, but they also show signs of scepticism. Among this group, 37% express concern about the level of processing in products, rising to 50% among women aged 55 to 64.
- Open Omnivores: This group is less engaged but open to plant-based eating. For them, taste and texture are the main barriers. Thirty-six per cent say these factors put them off buying, and 20% say they don’t know enough about what’s available to make informed decisions.
There’s also a gap between buyer and consumer. Women aged 18 to 24 are 2.8 times more likely to be buying plant-based for someone else, usually a partner or family member. Meanwhile, men aged 25 to 34 are twice as likely to be driven by health benefits, particularly protein content and shelf life.
This all points to a category that’s ready for its next phase. Brands need to broaden their appeal while refining their offer. Clearer cues, nutritional benefits, familiar ingredients and packaging that educates without alienating will help brands better connect with evolving consumer buying trends.
Trend 3: Regenerative Farming & the Demand for Clarity
Regenerative farming is a term more and more consumers recognise, but few can confidently define. While 67% of consumers say they’ve heard of it, only 24% feel they understand what it means. Encouragingly, among those unfamiliar with the term, 70% would like to learn more. This growing curiosity reflects a shift towards more conscious and informed purchasing.
This is a space where knowledge drives action. Research shows that consumers who understand regenerative farming are more likely to act on it. Of those familiar with the concept, 57% have looked into making a purchase, and 39% have already bought a regenerative product.
Packaging, Pricing & The Role of Retail Partnerships
The top drivers for purchase are environmental impact, health and product quality. But price remains a sticking point. Thirty-seven per cent say they wouldn’t pay more for regenerative products. However, when pricing is comparable, 83% say they would consider switching, and 25% would do so without hesitation. This aligns with wider consumer spending trends, where affordability and flexible payment options remain key to getting people to try new products or switch brands.
These insights show that the challenge is less about persuading people of the value and more about making regenerative offers accessible and visible. Retail partnerships are playing an important role in this. Our work with the Ellen MacArthur Foundation and Wildfarmed highlights the value of credible retail environments and clear communication.
Campaigns like the Ellen MacArthur Foundation’s Nature in Mind, launched in Waitrose stores, are gaining traction, particularly among younger consumers, such as Gen Z. But across all age groups, packaging remains underutilised. Only 6% of consumers say they learned about regenerative farming from the product itself, pointing to a missed opportunity for storytelling, certification and design to drive recognition and confidence.
This is an area with momentum. Brands that integrate regenerative practices and explain them clearly can unlock sales growth and build trust.
Trend 4: Health & Wellness: The Demand for Functional Products
Wellness is no longer about aspiration or image. For many consumers, it’s become a daily priority — but with a sharper focus on practicality, cost and real benefit.
Younger consumers, particularly men under 34, are highly motivated by performance. Instead of using traditional search engines, many now discover wellness products through social platforms and peer recommendations. This shift is fuelling the growth of social commerce, especially in the wellness and beauty space. Over half say they look for nutritional value, and one in three cite mental performance as a key benefit. Convenience also matters, particularly for online shopping, where shelf life and ease of use guide buying choices.
Women aged 45 to 54 are more likely to examine ingredients and raise concerns about over-processing. Half of this group view processing as a barrier to buying into categories like plant-based or convenience meals, and want products that feel less artificial.
The Demand for Clarity Over Hype
What’s also clear is that wellness thinking now extends beyond traditional categories. Consumers are expecting health benefits in everything from beauty and personal care to household and tech products. Consumers increasingly seek hybrid products, think skincare that supports sleep or cleaning products that calm the senses, that address wellness holistically.
However, consumers are cautious about inflated promises and so-called wellness trends that lack relevance. Pricing remains a significant barrier. Shoppers want small, affordable wellness upgrades that slot easily into daily routines — no subscriptions, no bold claims, just real results.
For brands, the opportunity lies in delivering meaningful, clearly communicated benefits that integrate seamlessly into daily life. Simpler formulations, accessible pack sizes, and transparent messaging will matter more than vague well-being narratives.
What Consumer Trends in 2025 Mean for Brands
Consumers aren’t just spending differently, they’re thinking differently. Price is still important, but decisions are now shaped by quality, ethics, health and personal relevance.
That makes the job of product innovation harder. But it also makes insight and innovation strategies more essential. There’s less room for error, less tolerance for trial and failure, and more pressure to build products that work for real people in real lives.
Our latest Consumer Horizon report brings clarity to that task. It’s designed to help brands reduce risk, respond to change and build confidence in product decisions, whether launching something new, evolving a category, or navigating future consumer expectations.
If you’re looking to dig deeper into the data behind these shifts, you’ll find the full picture in our latest Consumer Horizon report.
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