In an environment marked by technological evolution, social awareness and climate change, today’s consumer profile is undergoing an unprecedented transformation. Based on the 2025 Trends Report | AECOC Shopperview, produced by the Association of Manufacturers and Distributors, APPLE TREE has identified the key trends that will define consumer behavior in the year ahead — helping brands anticipate change and connect more meaningfully with their audiences.
1. Smart savings
Consumers are more intentional with their spending, seeking control and activating different savings mechanisms. According to the AECOC Shopperview report, impulse purchases are clearly decreasing, while stockpiling at home is on the rise.
Shopping baskets are getting smaller, but shopping trips are becoming more frequent. At the same time, consumers are mixing premium and private-label brands to strike the right balance between quality and price.
2. Consumer digitization
Online shopping is no longer an alternative, it’s an essential part of purchasing habits. 75% of households now buy FMCG products online at least once a year.
The internet is the go-to place for deals and promotions, access to broader product ranges, and the convenience of home delivery. It also encourages bulk buying and experimentation with new products when discounts or campaigns are available.
3. Convenience in shopping
Speed and immediacy are increasingly valued. While many consumers still rely on trusted retailers for larger purchases or fresh produce, quick-stop shopping at small supermarkets, neighborhood stores, or even gas stations is growing.
4. Recovery of consumer confidence
Consumer confidence is increasing as inflation has affected purchasing power, but not employment. Although purchasing power remains tight, there are clear signs that household finances are stabilizing.
5. New consumption moments
Consumption patterns are shifting, with an increasing interest in cooking at home, as well as demand for ready-to-eat ready meals, especially among Generation Z.
Point-of-sale tastings are also gaining popularity as a way to discover new products. Consumption is increasingly daytime-driven, with more more “late nights” on weekdays and weekends.
6. Sustainable purchasing
Consumers are more committed than ever to sustainability. 80% prefer sustainable products, and climate change awareness is directly shaping purchase decisions. This is driving demand for reduced packaging and greater bulk purchasing options.
7. Indulgence and value
While health and wellness concerns remain key, consumers are also indulging in guilt-free indulgence. Eighty-six percent say they indulge occasionally, especially at celebrations or special occasions away from home.
8. Innovation in the shopping basket
Consumer curiosity is alive and well. Two out of three consumers have recently added new products they have never tried before to their shopping basket.
Novelty is a key driver, especially when paired with a promotion or discount. Shoppers are most often drawn to products that deliver either pleasure or health benefits.
9. AI in the shopping experience
Artificial intelligence is beginning to reshape consumer behavior. While half of the population expresses concern about its rapid advance, 18% already use ChatGPT to help decide which products to buy(mainly Gen Z), and 75% believe AI will deliver real benefits in the purchasing process.
In short, in 2025, the consumer will be more demanding, conscious and emotionally driven than ever. Brands will have to go beyond the product, developing a deeper understanding of their audiences, adapting value propositions, and building lasting relationships based on on trust, sustainability and technology.
