What will be some of the marketing and consumption trends in 2025? According to the Statista whitepaper on 2025 consumption trends, brands must adapt to a more informed, tech-savvy, and demanding consumer.
The report identifies four key trends that will dominate the marketing and consumption landscape, providing data-driven insights to help companies stay competitive.
Main Consumption Trends for 2025
The Statista report highlights that technology, personalization, and well-being will be key factors in consumer purchasing decisions in 2025. These trends include the use of artificial intelligence in shopping, the reconfiguration of loyalty programs, trust in influencers, and the focus on holistic well-being.
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Consumption Trends 2025: How Will Artificial Intelligence Impact Shopping?
Artificial intelligence (AI) is revolutionizing commerce by offering tools that simplify the shopping process. According to the whitepaper:
- 76% of German consumers would use AI tools to compare prices, search for products, and receive personalized recommendations.
- In markets like the UK (71%) and the US (68%), AI also enjoys high acceptance.
While AI enhances the shopping experience, many consumers still value human interaction, especially in Japan, where the adoption of this technology is slower.
In this regard, some strategies brands can implement include:
- AI-human hybridization: Combining technology with personalized customer service.
- AI education: Reducing skepticism through informative campaigns.
- Price optimization: Investing in tools that help consumers find competitive deals.
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Loyalty Programs and Marketing Trends 2025
The Statista whitepaper emphasizes that loyalty programs are evolving from simple rewards to strategic tools for attracting customers. The cost-of-living crisis has led consumers to seek more value in their purchases:
The report highlights that 55% of Germans prefer discount coupons, and 51% of Americans opt for cashback programs.
Additionally, gamified and personalized programs are gaining traction, especially among younger consumers.
- 64% of UK consumers consider loyalty programs to influence their purchasing decisions.
- Coupons are the most popular incentives in Germany and Japan, while cashback dominates in the US and UK.
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Influencers and Consumption Trends 2025
While influencers have been a popular strategy in marketing, the Statista report reveals a decline in trust toward these figures. According to the data:
Only 12% of consumers follow influencers’ recommendations in categories like fashion, beauty, or personal care. Consumers trust figures like teachers, farmers, and healthcare professionals more.
However, Gen Z still shows greater receptiveness to influencers, suggesting that this strategy can remain effective in this segment.
“Despite their large followings, influencers are seen as one of the least trustworthy professions, along with celebrities and politicians. This growing distrust may also impact direct-to-consumer sales channels, as consumers are hesitant about influencer-led campaigns. While influencers still resonate with Gen Z, brands may need to rethink their strategies to build trust and long-term engagement.”
The Statista whitepaper suggests some strategies for brands:
- Collaborate with micro-influencers: These figures generate greater trust and engagement.
- Diversify channels: Incorporate consumer reviews and user-generated content.
- Build trust: Design authentic campaigns and long-term collaborations.
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How Does Well-being Tie into Marketing Trends for 2025?
Well-being is at the core of purchasing decisions, encompassing everything from functional foods to organic beauty products. According to Statista:
- 35% of Japanese consumers are willing to spend more on products that improve their sleep quality.
- Wellness apps are booming, with projections of over 1 billion users by 2029.
- 51% of consumers have reduced their sugar intake.
- Gut health-focused foods and beauty products free of harsh chemicals are increasingly in demand.
In this context, some recommended strategies include:
- Functional innovation: Offering products that address specific health needs.
- Transparency: Clearly communicating the benefits and ingredients of products.
- Consumer education: Informing about the positive impact of products on well-being.
