5 major shifts in consumer behaviour to expect in 2025

Quality, functionality, convenience, and price drive purchase decisions across all trends.

Consumer behaviour in 2025 will be shaped by a focus on health, financial prudence, sustainability, simplified shopping, and cautious AI adoption, according to Euromonitor International.

The annual report showed how various generational influences are driving business transformations and creating new opportunities for companies as they adapt to changing customer habits.

"In a reality shaped by the cost of living, green attributes and wellbeing expectations, these trends are at the core of consumers’ behaviour worldwide," it said.

The first trend, Healthspan Plans, reveals that consumers are prioritising long-term health, with 52% believing they will be healthier in the next five years than they are today, reflecting a focus on longevity and wellness.

The second trend, Wiser Wallets, shows that financial prudence is on the rise, with consumers saving more and making deliberate, strategic purchasing decisions. Only 18% reported making impulse buys in 2024, signaling a shift toward more thoughtful consumption.

Eco Logical, the third trend, highlights that sustainability remains a key concern, but consumers are now seeking tangible benefits from sustainable products. By Q2 2024, over 5 million online SKUs across 11 FMCG industries and 25 countries featured sustainability claims, demonstrating the growing demand for evidence-based value in eco-friendly products.

The fourth trend, Filtered Focus, reflects consumers' growing frustration with constant notifications and an overwhelming number of choices. As a result, 42% of consumers opted for livestream shopping, valuing the clarity and ease it provided in understanding product features.

Lastly, the AI Ambivalent trend reveals that whilst AI adoption has risen, it has also sparked skepticism. Consumers and regulators have raised concerns about the reliability of AI outputs, yet 43% of consumers still consider generative AI a trustworthy source of information, indicating cautious but ongoing engagement with the technology.