Emerging Consumer Behaviour Trends: Summer 2025

From gut health and GLP-1s to dopamine decor and TikTok Shop, Vypr’s latest Emerging Trends report reveals how consumers are balancing wellness, value and emotional fulfilment across daily decisions.

Based on nationally representative data from Vypr’s consumer intelligence platform, the report explores key behaviours and preferences across four sectors: Food and Beverage, Retail, Health and Beauty, and Home Living.

Key Consumer Trends by Sector

Explore the key trends of Summer 2025 shaping consumer behaviour.

Food and Beverage

Consumers are increasingly focused on wellbeing, with gut health emerging as a key focus. Functional nutrition and mindful indulgence are reshaping choices in both home cooking and dining out.

  • Gut health is a top priority for 46% of respondents, driven by rising awareness of the impact a healthy microbiome can have on mental and physical health.
  • Functional ingredients like probiotics, adaptogens, and fibre-rich additions are gaining traction, but a gap remains between consumer interest and action.
  • The rise of GLP-1 medications (e.g., Ozempic) is changing dining expectations. Smaller portions, protein-forward menus, and satiety-focused dishes are key opportunities for restaurants and foodservice brands.
  • Affordable luxuries, like premium treat boxes or limited-edition snacks, are gaining popularity during continued economic uncertainty.

Retail

Social commerce is gaining momentum, with TikTok Shop and influencer-led buying shaping new discovery behaviours. 

  • TikTok Shop is accelerating discovery and purchase behaviours, especially among Gen Z and Millennials, though trust barriers remain for older demographics.
  • Influencer-led commerce is influencing trial and brand affinity, with transparency and authenticity being key to long-term success.
  • TV shopping and live commerce are making a surprising comeback, driven by live demos and exclusive deals.
  • Nostalgia marketing is thriving. Consumers are drawn to retro aesthetics and throwback collaborations.

Health and Beauty

Transparency, sustainability and personalisation are driving beauty decisions.

  • Clean beauty continues to grow, with growing interest in waterless, refillable and upcycled formats.
  • Ingredient verification via blockchain and tech-enabled transparency is emerging, though 63% of consumers remain unfamiliar with these tools.
  • The skinification of body care and haircare is on the rise, blurring boundaries between skincare and broader personal care categories.
  • Virtual try-ons, AI-powered skincare diagnostics and personalised product recommendations are entering the mainstream, though adoption is still limited.

Home Living

The home is increasingly viewed as a space for emotional well-being and self-expression. 

  • Dopamine décor, a trend defined by bold colours, tactile textures and joyful aesthetics, is resonating with some consumers.
  • Sustainable living drives purchasing decisions across cleaning, cookware and appliances, with durability and low environmental impact being priorities.
  • Pet product design is becoming more design-conscious, with functionality still trumping aesthetics for many.
  • Multi-purpose and modular furniture continues to gain popularity, reflecting shifting lifestyles and space constraints.

What Summer ‘25 Consumer Trends Mean for Brands 

The Summer ‘25 Emerging Trends report highlights how consumers are navigating economic pressures, technological advancements and emotional well-being. 

To stay responsive and relevant, brands should focus on:

  • Practical innovation: Products that solve real-world problems with clear benefits.
  • Emotional relevance: Messaging and experiences that resonate with consumers’ values and moods.
  • Flexible formats: Offerings that adapt to varying lifestyles, consumption habits and budgets. 

Download the full report to access detailed and current data, charts and commentary for your category.

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