JACKSONVILLE, FL — Acosta Group, a collective of retail, marketing and foodservice agencies, released its 2025 consumer predictions, which include a redefined focus on shopper experience and value. The organization’s annual insights provide a perspective of evolving consumer behavior amidst ongoing economic fluctuation.
“Savvy consumers are defining what they most value; how they want to shop; and their desire for authenticity, personalized connections, innovation, convenience and a bit of fun,” said Colin Stewart, executive VP, business intelligence, for the Acosta Group.
The 2025 trends are based on comprehensive research combined with studies conducted throughout the year with the company’s proprietary shopper community and its brand and retail partners.
Acosta Group’s five predictions include:
- A new definition of “value” drives shopper decisions
- Consumers crave affordable indulgence away from home
- Shoppers’ in-store experience is a new canvas for retail media
- Shoppers embrace effortless shopping in their social feeds
- Empowered shoppers drive a wave of change in health and wellness
“Consumers have become very astute value seekers, reshaping the overall retail experience by demanding more than discounts,” said Kathy Risch, senior VP, thought leadership and shopper insights, for the Acosta Group.
Price remains key, but consumers are also looking for authentic connections with brands and retailers. Brands that align with shopper values, definitions of quality, and overall experience will gain consumer loyalty.
According to Acosta Group, the general definitions of value vary by generation:
- “Low price with high quality, no extra effort to get the discount (no searching through apps), no ‘must buy X number’ to get a deal.”— Gen Z
- “Value to me means the highest quality possible at a lower price.” — Millennial
- “… If it is a product that amazes you, it holds great value.” — Boomer
To gain a competitive edge, national brands should maximize impact for retailers with more-for-the-money offers and breakthrough innovation that warrants the premium. Retailers are seeking for innovation to drive traffic, and 84% of CPG brands are expected to launch some form of it in 2025.
Most retail sales continue to occur in-store, with the integration of apps, pre-trip online research and online purchasing happening seamlessly. Brands and retailers have recognized that stores are impactful platforms for dynamic retail media and provide opportunities to enhance shopper engagement by building personalized connections and delivering value to customers.
“In-store retail media options are vast and, when executed strategically, seamlessly enrich shoppers’ experiences while increasing trial, loyalty, and unit sales,” said Cody Tusberg, senior VP, Retail Media for the Acosta Group. “But a clear understanding of the brand’s objectives and implementation costs is necessary to measure attribution and avoid creating a confusing and overstimulating shopper experience.”
All major social media platforms are capitalizing on the online shopping wave. CPG brands can establish a digital presence directly with consumers by using social media with shoppable features.
According to YouTube, consumers watched over 30 billion hours of shopping-related content on its platform over the past year. According to Chain Store Age, 87% of Americans use social media daily; meeting consumers on apps they are already using is an essential strategy for CPG brands looking to grow their consumer base in 2025.
Health-conscious consumers are prioritizing transparency as they shop, intentionally seeking to make informed wellness choices. Brands should recognize that consumers are paying more attention to food labels and ingredients and transparency is key.
2025 is sure to bring a wealth of opportunities for CPG brands, and understanding consumers’ evolving expectations combined with innovative offerings will drive consumer loyalty and unit sales.
