The evolution of consumer behavior is creating opportunities for companies that know how to adapt. The recent Euromonitor International report, "Global Consumption Trends in 2025," highlights some of the main changes in shopping habits, including a greater focus on sustainability, well-being, and digital strategies.
According to the study, 72% of consumers were concerned about the rising cost of essential items in 2024, while only 18% reported impulsive shopping frequently. This reality demonstrates a transition towards more conscious and planned consumption, aligned with financial needs and the pursuit of value.
Andrea Eboli, business strategist with over 25 years of experience, founder and CEO of the corporate solutions workshopEDR, explain how this change is impacting the brands. "The modern consumer is increasingly attentive to cost-benefit ratio, demanding solutions that truly meet their needs. This movement is forcing companies to rethink everything from their products to the way they communicate," she explains.
Well-being as a priority
One of the main trends identified is the increasing interest in products and services related to health and longevity. In 2025, global sales of vitamins and supplements are expected to reach $139.9 billion. This data reflects consumers' desire for preventive solutions that promote a healthier life.
Andrea Eboli emphasizes that this focus on well-being goes beyond physical health. "People are seeking overall balance, which includes mental health, productivity, and even greater connection with the community. Brands that manage to deliver value in these areas will have an important advantage," he analyzes.
Companies can meet this demand through functional products and specialized services, such as wellness apps that monitor daily habits. Furthermore, consumers also expect transparency regarding the effectiveness of these products, demanding scientific evidence.
Sustainable consumption gains momentum
Sustainability also remains in the spotlight. In 2024, 5 million online products included sustainability seals, indicating the importance of eco-friendly solutions for consumers. However, financial accessibility is still a challenge.
Andrea points out that this is a critical point for many companies. "Offering sustainable products without significantly increasing costs is one of the biggest challenges of today. It is necessary to show that sustainability can be within everyone's reach, without compromising quality or price," he states.
To overcome this obstacle, brands can invest in innovative solutions that combine sustainability with other advantages, such as durability or enhanced functionality. Multifunctional products that combine ecological value with direct benefits to the consumer are clear examples of this trend.
The digital revolution and AI
Digitalization is also transforming the market. In 2024, more than 23,000 new brands were launched online across 54 consumer goods categories. Additionally, 42% of consumers made purchases via livestreaming, motivated by the ease of understanding the presented products.
Artificial intelligence has also become a valuable resource. According to Euromonitor, 65% of professionals plan to invest in generative AI in the next five years. It is no exaggeration to say that the ability to offer personalized recommendations is revolutionizing the shopping experience.
Andrea highlights the importance of AI in this context. "Personalization is an irreversible trend. With artificial intelligence, brands can deliver tailored solutions for different consumer profiles, improving both the experience and loyalty," he concludes.
The Euromonitor report shows that understanding and meeting consumer expectations will be key to business success in the coming years. Brands that invest in well-being, sustainability, and technology will be better positioned to capture these opportunities. "The future of consumption is guided by conscious choices and the pursuit of real value." Andrea concludes.
