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January 31st, 2025

Consumer Trends 2025: Exploring the Evolving Shopper

Insight
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Imagine a world where the lines between the physical and digital blur even further, where consumers are more discerning and connected than ever before. At Golley Slater Consumer Brands, we know that understanding these evolving dynamics is crucial for FMCG brands, particularly in the drinks and health & beauty sectors, to thrive.

We’ve collated the following insight which explores how external factors, such as geopolitical tensions and economic uncertainty, have continued to impact consumer confidence that not even A.I. could have predicted! Considering that trust and loyalty is also declining in institutions and large corporations, it’s time we take a look at how this will all influence consumer confidence in 2025.

You’ll find 5 types of predominant consumers in the upcoming year:

 

    1. The expectation Escalators

Heightened Expectations: Shoppers in 2025 will demand more from brands due to rising prices and constant innovation, with over half of consumers willing to cut spending after a single negative experience.

Industry Impact: This trend is especially pronounced in the drinks and health & beauty industries, where brand loyalty is weaker, and digital native brands set higher standards for seamless, personalised experiences.

Opportunities for Brands: Brands should prioritise exceptional customer experiences, leverage data and AI for personalisation, and invest in customer experience as a key differentiator.

 

 

 

 

    1. The Trust Alchemists

Radical Transparency and Authenticity: Brands need to earn consumer confidence through clear communication, realistic promises, and a commitment to values that resonate with shoppers.

Trust as Currency: In 2025, trust will be crucial for loyalty, especially in the drinks and health & beauty industries, where consumers seek clarity and reliability.

Opportunities for Brands: Brands should champion transparency, build genuine connections, and deliver on promises to cultivate long-term trust.

 

 

 

 

    1. The Silent Evaluator

Listening to Silent Signals: As direct feedback declines, brands must analyse operational data, social media sentiment, online reviews, and in-store behaviour to understand customer experiences.

Declining Direct Feedback: Younger consumers often feel their feedback won’t lead to meaningful change, resulting in less brand loyalty and more collective frustration.

Opportunities for Brands: Brands should leverage interconnected online and offline channels, engage in social listening, and proactively address issues to improve customer experiences.

 

 

 

    1. The Pragmatic Futurists

Pragmatic View of AI: Consumers are now more interested in the tangible benefits of AI, such as personalised recommendations, seamless checkout experiences, and efficient customer service, rather than the technology itself.

Industry Relevance: In the drinks industry, AI can personalise product suggestions, while in health & beauty, it can offer virtual try-on experiences and personalised advice.

Opportunities for Brands: Brands should demystify AI by showcasing its value, prioritise enhancing user experience, and embrace ethical AI by being transparent about data usage and addressing privacy concerns.

 

 

 

      1. The Empowered Individualists

Balancing Personalisation and Privacy: In 2025, brands need to offer personalised experiences while respecting customer privacy and giving them control over their data.

Industry Applications: The drinks industry can personalise offers and loyalty programs, while health & beauty brands can provide personalised product recommendations and routines.

Opportunities for Brands: Brands should champion data transparency, embrace zero-party data and offer customers granular control over their information.

You can download all the insights here!

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