The evolution of consumer behavior is creating opportunities for companies that know how to adapt. The recent report from Euromonitor International, "Global Consumption Trends in 2025", highlights some of the main changes in shopping habits, including 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 frequent impulse purchases. This reality demonstrates a transition to more conscious and planned consumption, aligned with financial needs and the search for value.
Andrea Eboli, business strategist with over 25 years of experience, founder and CEO of the corporate solutions officeEDR, explain how this change is impacting brands. The modern consumer is increasingly aware of the cost-benefit relationship, 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 health and longevity-related products and services. In 2025, global sales of vitamins and supplements are expected to reach US$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 a general balance", what does mental health include, productivity and even greater connection with the community. "Brands that manage to deliver value in these areas will have an important differential", analysis
Companies can meet this demand through functional products and specialized services, like 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 is also still in the spotlight. In 2024, 5 million online products included sustainability seals, indicating the importance of ecological 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 today's biggest challenges. It is necessary to show that sustainability can be within everyone's reach, without compromising quality or price, affirms
To overcome this obstacle, brands can invest in innovative solutions that combine sustainability with other advantages, such as enhanced durability or 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 thousand new brands were launched online in 54 categories of consumer goods. Furthermore, 42% of consumers made purchases via livestreaming, motivated by the ease of understanding the products presented
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 not an 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, concludes
The Euromonitor report shows that understanding and meeting consumer expectations will be essential for the success of companies 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. "Adapting to this is essential for survival and growth", Andrea finishes
