4 key trends shaping consumer purchasing in 2025

One of the key areas of innovation will be women’s health.

Consumer preferences in 2025 will be shaped by health personalisation, sustainability, longevity, and global flavors, according to GlobalData.

The report noted that these trends present significant opportunities for consumer packaged goods (CPG) brands to innovate and cater to evolving consumer demands.

One of the key areas of innovation will be women’s health, a segment historically underserved in the consumer packaged goods (CPG) market.

The supplements sector, in particular, is expanding beyond reproductive and hormonal health to include women’s fitness, digestion, and sleep support. Brands such as Women Best and Unilever’s SmartyPants Vitamins are leading the charge, offering targeted supplements catering to women's dietary needs. The category has recorded double-digit value growth over the past two years, the report noted.

“Whilst the health benefits of supplements are harnessed in products such as vitamins and protein bars, consumer packaged goods manufacturers could explore opportunities to develop new food and beverages products using supplement ingredients," said Fahima Omer, food consultant and analyst at GlobalData.

"One such opportunity is to recognise the interconnectivity of all health concerns and release more products aimed at addressing multiple wellness concerns at once," she added.

Cell-based meat is also gaining traction as a sustainable alternative, though adoption remains slow. The UN estimates livestock farming contributes 14.5% of human-induced greenhouse gas emissions. GlobalData also reported that about 74% of consumers prioritise sustainability when making purchases.

With 22% of the world’s population projected to be over 60 by 2050, demand for health-focused foods is rising. Companies like Chin Huay and UDA are formulating products with probiotics and longevity-boosting ingredients such as NMN and L-Theanine.

More than half of 25-34-year-olds discover new flavours via social media, according to GlobalData.

"Innovation will not only cater to consumers’ immediate health needs but also prioritise health longevity," said Omer. "There could be a renewed focus on lab-grown meat which has the potential to address food insecurity whilst also combatting climate change."