CONSUMER TRENDS

Euromonitor report outlines its top consumer trends for next year

By our African Marketing Confederation News Team | 2024

Global study finds people are increasingly cost-conscious and want products and services that are reliable and give long-term solutions.

Data analytics company Euromonitor International has revealed its Top Global Consumer Trends 2025, with the annual report highlighting five key trends that may define the evolving behaviour of consumers.

Heathier living is a key 2025 trend. Photo: Nathan Cowley from Pexels

“In a reality shaped by the cost of living, green attributes and wellbeing expectations, these trends are at the core of consumers’ behaviour worldwide,” the company says. 

 

Its top trends for next year are:    

 

Healthspan Plans 

 

Living healthier lives for longer has become the main goal for consumers who are on their longevity journeys. In all, 52% of global consumers believe they will be healthier in the next five years than they are now.   

 

Wiser Wallets  

 

Consumers plan to put more money into savings plans as part of their consumption habits, whilst purchasing decisions are strategic and intentional. Only 18% said they often made impulse purchases in 2024. 

 

Eco Logical 

 

Sustainable options not only remain a conscious decision based on personal values, but also on tangible evidence and the benefits these products deliver against customer needs.

  

As of the second quarter of 2024, the number of online SKUs with sustainability claims across 11 FMCG industries and 25 countries was around five million.  

 

Filtered Focus 

 

Customers feel they are inundated with notifications and surrounded by endless choices, and want to spend less time searching for what they need. A total of 42% of global consumers made purchases via livestreaming because product or service features were easier to understand through this channel. 

 

AI Ambivalent: Increased adoption has led to scepticism as consumers and regulators highlighted concerns about defects in the output of AI. However, people aren’t turning their backs on this tech. Instead, they are evaluating the pros and cons. In all, 43% of consumers said thy considered generative AI a trustworthy source of information.  

 

“Consumers are increasingly conscious when it comes to spending. They seek products and services that are reliable, providing long-term and targeted solutions,” notes Stella Vatcheva, Senior Head of Practice Innovation at Euromonitor International. 

 

“Prioritising innovation and loyalty in business strategies will be essential for addressing evolving consumer behaviour and driving growth.” 

 

You can find out more about the report here.

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    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
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