Keeping up with consumers is tough—just when you think you’ve got them figured out, they change course. But the brands that get ahead are the ones that see these shifts coming. In 2025, certain trends will take center stage, reshaping consumer expectations and market landscapes.
This whitepaper explores both micro trends, which signal emerging changes, and macro trends that drive long-term shifts in consumer behavior. With data-driven insights, businesses can anticipate these trends, refine their strategies, and unlock new growth opportunities. Whether it’s spotting the first signs of innovation or adjusting to broader shifts, understanding these trends will help your business stay competitive and ahead of the curve.
Ready to dive in?
Let’s explore the trends.
TREND 1: AI-ssisted shopping
AI shopping is rising, but human touch is still valued.
Why this trend matters
In 2025, AI isn't just a buzzword, it's the driving force behind smarter shopping decisions. Consumers, particularly in Western markets, are embracing AI tools to navigate the intricate world of retail. Whether it's finding the best deals or getting personalized product recommendations, AI is becoming the go-to assistant for making informed choices. This trend is especially critical as consumers face tighter budgets and look for ways to maximize value.
However, while AI is gaining ground, it's not without its challenges. Many shoppers still crave human interaction during their shopping journey. The message for brands and companies is clear: integrating AI into their strategy will be essential, as consumers are ready and waiting for the AI shopping experience.
The data behind it
Widespread AI adoption
Most consumers in Western markets are already comfortable with AI-driven shopping experiences, though enthusiasm in Japan lags slightly behind.
Unlocking AI-ssisted shopper priorities
Price remains the leading concern for consumers, so it is no surprise that price comparison tools top the list of desired AI shopping features.
Product discovery and recommendations will also be essential for driving consumers’ purchasing decisions.
Human touch still matters
However, even as AI rises, human interaction remains vital. Consumers want to know that human support will be available to them, particularly in the countries that are most receptive to AI innovations.
Strategies for success
Integrate AI
Prepare for a future where AI streamlines the entire consumer journey, from product discovery to purchase. Invest in AI tools that excel in price comparison, product recommendations, and personalized shopping experiences.
Data-driven strategies
Use consumer insights alongside AI to tailor your marketing and product offerings to meet the specific needs of your audience.
Hybrid approach
Blend AI-driven solutions with accessible human support to ensure you cater to all consumer preferences.
Build trust in AI
Launch campaigns that educate and reassure consumers, particularly in sectors where AI adoption is still met with skepticism.
TREND 2: The loyalty seeker
Use loyalty programs to grow, not just retain.
Why this trend matters
Loyalty programs should no longer be seen as a way to reward existing customers, but rather as a powerful tool for growing a customer base. As we approach 2025, the cost-of-living crisis has made consumers more
selective about where they spend their money.
While affordability is crucial, consumers are increasingly seeking brands that offer additional value beyond price—such as cashback, discounts, and exclusive offers—making loyalty programs a key factor in their purchasing decisions. This trend is especially strong in the UK and U.S., with varying degrees of enthusiasm in Japan
and Germany.
The data behind it
Loyalty as a driver, not just an outcome
Consumers around the globe cite loyalty programs as a significant factor in where they choose to shop. German consumers, however, are not as easily influenced as their UK and U.S. counterparts.
Double down on discounts
Discount coupons are the most enticing loyalty and rewards program on offer, being the most popular in Germany and Japan, and wanted by half of consumers in the U.S. and UK. However, cashback is king for
U.S. and UK consumers.
Strategies for success
Promote affordability and support
Position loyalty programs as a way to help consumers navigate financial challenges, emphasizing the added value they provide beyond just discounts.
Tailor to regional preferences
Focus on discount coupons in Germany and Japan while maintaining a strong cashback presence in the U.S. and UK.
Broaden your loyalty offerings
Create multi-faceted loyalty programs that combine cashback, discount coupons, and exclusive offers to appeal
to a wider audience.
TREND 3: Influence immune?
Consumers tune out influencers due to trust gap.
Why this trend matters
The meteoric rise of online influencers has reshaped consumer habits, but as we head into 2025, has their impact been overstated? While the number of consumers inspired to purchase products recommended by influencers is growing, the rate of growth is slow and has even plateaued in some regions. So, have we reached the peak of influencer impact or is there something else driving consumers to overlook influencer-driven marketing?
In a world where authenticity is currency, our data shows that trust is a key factor in how consumers view influencers. Despite their massive followings, influencers are seen as one of the least trustworthy professions, alongside celebrities and politicians. This growing mistrust may also impact direct-to-consumer sales channels, with consumer’s reluctance toward influencer-led campaigns. And, while influencers still hold sway with Gen Z,
brands may need to rethink their strategies to build long-term trust and engagement.
The data behind it
Insta-nt trust issues
When asked which professions consumers trust most, influencers are at the bottom, along with celebrities and politicians. Consumers are much more likely to trust spokespeople who are experts in their fields such as farmers, scientists, teachers, or healthcare professionals. The trust gap is already evident in sectors closely linked to online
influencer culture, such as beauty. This shift underscores the values of consumers, prioritizing trust and credibility over fame.
Influence without impact
This lack of trust is impacting consumer behavior, as only a few consumers follow
advice or recommendations from influencers, despite their huge followings.
Share of consumers who follow online influencers
Direct to no-one
Consumers have shown little interest in fashion brands prioritizing direct-to-consumer sales through influencers or celebrities, signaling a lack of enthusiasm for these types of purchasing channels. This tepid response suggests that shoppers may be seeking different, perhaps more innovative or personalized, ways to engage with fashion brands, beyond a solely influencer-driven approach.
Saturation point or influencer-infancy?
Influencer marketing is rising slowly, but in some cases seeing its influence plateau. However, in the West, Gen Z is the most receptive demographic to influencer marketing. With Gen Z’s spending power rising, it may be too soon to dismiss influencers entirely.
Strategies for success
Engage micro-influencers
Focus on using data to identify micro-influencers who have genuine engagement rather than just large followings.
Trust-oriented campaigns
Craft campaigns centered around long-term collaborations that emphasize product quality, honest reviews, and authenticity.
Diversify channels
Expand beyond influencer marketing and incorporate more direct consumer feedback and peer reviews into product strategies, offering a balanced approach to trust building.
Target Gen Z smartly
As Gen Z shows the greatest trust, brands must nurture this demographic through authentic, trust-building strategies rather than short-term sales pushes.
TREND 4: Omni-wellness
Every purchase is a wellness choice now.
Why this trend matters
Wellness is no longer confined to one category—it permeates every aspect of consumers' lives. From the foods they eat to the beauty products they apply; consumers are prioritizing health and well-being across all industries. In 2025, wellness is a core consideration in purchasing decisions, with consumers seeking out products that not only meet their needs but align with their health goals.
Whether its functional foods focused on gut health or beauty products made with natural ingredients, the demand for transparency and healthier options is growing. Consumers want to know how products impact their overall wellness, driving a broader shift toward holistic well-being. Brands that prioritize offerings and transparent
communication will capture consumer attention, helping consumers make informed, health-driven choices in all areas of their lives.
The data behind it
Investing in wellness
A considerable portion of consumers are willing to invest more in products that promote health, particularly within the food, fashion, beauty, and lifestyle sectors. Nutrition and exercise in particular stand out.
Wellness goes mobile
And by looking at user trends within the digital health market, we can see that consumer appetite for engagement with their health and wellness, via apps, will continue to grow year on year during this decade.
Functional foods
Many consumers are becoming more intentional about their food choices, actively seeking out functional foods that offer targeted health benefits. Consumers are carefully selecting items based on their nutritional value, ingredients, and potential to support long-term health goals.
Nutritional revolution
A third of U.S. consumers now place value on nutritional content when making purchase decisions. Particularly in the west, consumption of fruits and vegetables and a corresponding decrease in sugar intake are the most common steps for consumers to eat more healthily.
Ingredient-centric beauty
Consumers are avoiding beauty products with harsh chemicals, preferring organic options and making purchases
based on specific ingredients.
Knowledge-hungry consumers
Consumers are not just buying—they are learning. There is a strong desire for more education on the products they consume, pushing industries to offer greater transparency and information.
This is an important consideration for brands situated in Western markets, whereas in Japan, the search for knowledge in these areas is less important to consumers.
One notable micro trend is the fascination with gut health, which one in five consumers have learned about in the past year.
Strategies for success
Emphasize transparency
Clearly communicate the health benefits of your products, focusing on nutritional content, ingredients, and overall wellness impact.
Innovate with functionality
Develop products that offer functional benefits, such as foods that support gut health or beauty products that use
natural, organic ingredients.
Leverage personalization
Utilize consumer data to offer personalized product recommendations that align with individual health goals. This can include tailored meal plans, customized beauty regimens, or personalized wellness products
that meet specific dietary or skincare needs.
Educate your audience
Invest in educational campaigns that inform consumers about the health benefits of your products and the ingredients they contain.
Conclusion
As consumer behavior continues to evolve, staying ahead of the trends isn’t just an advantage—it’s essential. The insights shared in this whitepaper give you the foundation to make data-driven decisions, adapt your strategies, and lead your market in 2025. With the right tools and foresight, your brand can not only meet consumer expectations but exceed them, driving growth and lasting success.