Our Client Service Director, Matt Small, looks ahead to 2025, highlighting key trends and opportunities for brands navigating an ever-evolving consumer landscape.
As we step into 2025, the consumer landscape is rapidly evolving, driven by changing behaviours, technological innovation, and growing demand for sustainability. Navigating this environment calls for clear insight and a strategic approach to emerging trends. This quick look at the year ahead highlights the key shifts shaping markets and offers valuable perspectives to help brands thrive in the months to come.
- E-commerce Beyond Convenience
E-commerce remains a cornerstone of retail, with platforms like TikTok Shop revolutionising online purchasing by blending entertainment and shopping. However, TikTok’s future in the US faces uncertainty, with discussions around a potential ban raising questions about the platform’s long-term viability.
Opportunity: Diversify your brand’s digital strategy by building presence across multiple platforms, ensuring resilience against disruptions. Explore partnerships with other emerging marketplaces or established social channels like Instagram Shopping. Brands can also focus on creating own-brand e-commerce experiences to mitigate platform dependency.
- Health-conscious Consumption
Consumers are increasingly aware of their nutritional needs, with heightened demand for protein and fibre. Simultaneously, the push for transparency around “ultra-processed” foods reflects an interest in healthier choices.
Opportunity: Innovate with functional, clean-label products that balance indulgence with health benefits.
- The Rise of Non-alcoholic Alternatives
Interest in non-alcoholic beverages continues to grow, particularly among younger demographics. Yet, these products remain niche, with consumers expecting lower prices than traditional alcohol.
Opportunity: Alcohol brands can experiment with premium alcohol-free offerings tied to health and lifestyle trends, appealing to Dry January participants and younger audiences prioritising wellness.
- Sustainable Pet and Personal Care
Pet owners increasingly seek sustainable and personalised options, aligning with broader sustainability trends across FMCG.
Opportunity: Focus on sustainable packaging and personalised offerings in the pet and personal care sectors. Tap into the loyalty of eco-conscious consumers by embedding sustainability into your brand ethos.
- Food as Entertainment
Food’s social media appeal remains high, with 60% of Gen Z reporting waiting in line for trending culinary experiences. TikTok hashtags for snacks and drinks are surging
Opportunity: Brands in snacking and beverages can capitalise on the intersection of food and social media by creating visually striking, shareable products that resonate with Gen Z and Millennial audiences.
2025 is a year for brands to embrace agility, innovation, and customer-centric design. By anticipating and adapting to these trends, brands can not only meet shifting consumer expectations but also define them.
