Indulgence and wellbeing among key trends for 2025 with FMCG Gurus study
Ben Nice, of FMCG Gurus speaking at the World Confectionery Conference Brussels - 12 September 2024. Pic: Dafos
UK-based research group, FMCG Gurus has unveiled its latest annual trends projections for 2025, with the concept of ‘permissible indulgence’ and wellbeing perceived to be remaining high on many consumers agendas, reports Neill Barston.
The group, which played a notable role presenting at our World Confectionery Conference last month in Brussels, in which analyst Ben Nice explored research revealing people seeking both comfort and health products, noted that global conflicts, uncertain economies and supply chain challenges resulting in inflated costs of products, were all influencing consumers’ shopping choices.
Consequently, the group noted that people are increasingly reaching out for food and drink ranges that they feel enhance both their physical and emotional health, backed up by research showing 70% of shoppers feel taste is the biggest factor on value for money.
Its first top trend is ‘prioritising pleasure’ which explores the significance of taste and enjoyment without compromise, reflecting a shift towards permissible indulgence where consumers seek gratifying flavors and textures free of guilt or restrictions. According to the group, this has led to a rise in premium and artisanal products promoting balance and moderation. Brands are focusing on providing sensory-rich experiences that deliver pure enjoyment, reshaping the narrative around guilt-free indulgence. Consumers are increasingly drawn to brands that align with their values, allowing them to express their individuality through relatable product experiences.
In addition, the group noted there is also a preference for familiar products during uncertain times, highlighting the demand for nostalgic offerings that provide emotional comfort. Furthermore, the trend underscores the need to balance enjoyment with holistic well-being, encouraging mindful eating and savoring flavors for mental and nutritional wellness. Lastly, promoting self-care and indulgence without guilt has become crucial, emphasizing a positive mindset towards relaxation and enjoyment without restrictions.
Elevating moods
For its second top trend, the group said consumers were looking to Do Good, Feel Good, seeking out products that were pushing for change, appear inclusive and improved state of mind. Notably, it cited research that showed 53% of global consumers have taken steps to improve their emotional health in the last year.
This trend emphasises the connection between acting responsibly and the resulting positive effects on emotional well-being and physical health. This trend encompasses various facets, such as advocating for cruelty-free and transparent production processes, placing importance on kindness and wellness in daily practices, supporting causes, and shifting focus towards non-material wealth by prioritising quality time with loved ones. Consumers are actively seeking out brands that resonate with these values and show a dedication to ethical practices. They are driving transformative change through small acts of kindness in their routines, endorsing anti-corporate and artisan brands, leading to elevated moods and a stronger sense of community.
According to FMCG Gurus, its third of its top five is a ‘Mantra of Well-Being’ responding to an age of anxiety with a focus on functional, indulgent products, as well items that are focused on hydration and overall health. This trend is in light of 38% of global consumers state that they often feel anxious or over-stimulated.
This trend highlights the growing importance of taking time for oneself amidst the concerns and stress of current events including global conflicts and social media pressures. Consumers are actively prioritising time for rest, relaxation, and health maintenance through self-care practices. This movement encompasses various elements such as focusing on improving sleep health, engaging in activities that provide escapism and stress relief, enjoying indulgence without guilt, and disconnecting from excessive digital consumption to re-establish real-life connections. Brands are aligning with this trend by promoting and endorsing self-care practices to aid consumers in managing their wellness in today’s digitally saturated and fast-paced environment.
Need for nostalgia
Its fourth top trend focuses on Timeless Traditions and on related sub-trends of creating Memories, seeking culture, nostalgia and championing causes, in light of research showing at least some (18%) are actively seeking out nostalgic flavours within snacks.
As the group observed, one of the prevailing trends in consumer behaviour centres around the resurgence of a retro mindset and a deeper appreciation for timeless traditions. This movement signifies a shift towards embracing traditional values, a focus on self-identity, and a preference for simplicity as a response to the rapid changes and uncertainties of the modern world.
Consumers are finding solace in the familiar, placing importance on tradition, heritage, and nostalgia in their decision-making. This trend reflects a yearning for clarity, authenticity, and straightforward decision-making amidst the overwhelming abundance of information and choices available today.
Additionally, the trend emphasises social interaction and meaningful connections, leading individuals to prioritise togetherness and shared moments with family and friends. It also mirrors consumers’ desire for diverse and authentic culinary experiences, driving the exploration of flavours or traditional tastes that evoke a sense of nostalgia and cultural connection.
Its fifth trend is Elevating our World focused on areas that have ethical purpose, and are based around natural ranges and are offering an alternative choice, which is reflected in research showing 32% of people want to avoid ingredients that are harmful for the environment
This ongoing trend signifies a collective commitment towards ethical promises and initiatives, with both brands and consumers assuming pivotal roles in advancing purposeful and environmentally conscious visions for the future. Brands are increasingly adopting transparent and sustainable practices, including ethical sourcing, mitigating carbon footprints, and championing social and environmental causes.
This shift reflects a broader trend of responsible consumerism, where individuals actively endorse brands aligned with their ethical values. They look for brands that partake in environmentally friendly practices, contributing to the elevation of communities, preservation of natural resources, and the construction of a more sustainable and purposeful future. Emphasising the significance of ethical and sustainable initiatives, brands are under heightened pressure to uphold ethical standards across their processes, from ingredient sourcing to production methods, to cater to evolving consumer preferences. – FMCG Gurus is set to host an online roundtable on these issues, contact [email protected] to register for the event.
