Brands across the dynamic global food, beverage, and supplement markets need 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.
By FMCG Gurus
Over the next 12 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:
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.
Exploring taste and enjoyment without compromise is significant, 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.
Top Trend 5: Elevating our World
The sub-trends:
- Ethical Promise
- Invent and Accelerate
- Natural Footprints
- Purposeful Vision
32% of responders said, “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.
FMCG Gurus will organize an online roundtable discussion on November 7, 2024, analyzing all 10 trends.
