July 10, 2025 – Innova Market Insights tracks consumer trends using both a top-down and bottom-up approach—starting with global megatrends and macro lifestyle shifts, then drilling down into consumer behaviors and food and beverage category developments worldwide. Our report, Trending in Consumer Behavior & Attitudes – Global, provides a focused look at how these forces shape today’s market. As part of Innova’s 360 Consumer Reports, it delivers actionable insights by connecting evolving consumer preferences to broader industry dynamics. These reports are designed to help brands navigate disruptive topics and emerging behaviors through timely, in-depth analysis.
Macro Trends and Lifestyle Shifts Impact Consumer Trends
Global forces shape consumer trends. The world is dynamic and challenging to the status quo. Technology has a major impact on how we live. Healthcare systems feel pressure from many different perspectives. The world economy is unsteady and presents challenges to consumers globally. Biotechnology and immersive technology are changing products and the way consumers interact with them. And AI has both positive and negative impacts on consumers.
Innova uses consumer trends research to monitor changes in consumer attitudes and lifestyle. When consumers were studied in 2024, they mentioned finances and health as their top personal concerns. Innova consumer trends research show that personal finances are the #1 lifestyle and attitudes concern. The #2 concern is not having access to healthy and nutritious food that is affordable. Other issues of top concern are not having access to good health care and the effects of pollution on health.
Innova also is tracking longer-lasting shifts in consumer lifestyles. This includes healthier living, which started during the pandemic, living in a conscious way that considers cost and health, changing occasions that impact lifestyle, and consumer behaviors around treat and reward.
Consumer are Becoming More Savvy and Self-Sufficient
Innova has identified five consumer trends for 2025. The first describes the savvy and self-sufficient consumer. Because consumers have digital resources, they can help and support themselves regarding their health, fitness, personal finances, and meal preparation. A notable proportion of participants in consumer trends research studies report that they are becoming more self-sufficient regarding their health, the environment, and personal finances. They feel more in control of their life because they have become more self-sufficient.
Health is a particular area for self-sufficiency, with a majority of consumers studied in consumer trends research describing themselves as somewhat or very self-sufficient about their health. Also, they want to be in control of their health and healthcare. An opportunity for brands is to offer affordable, functional health.
Consumers Expect Quality and Integrity
Consumers have less trust than they once did. Consumers around the world want brands to be honest and transparent. They are looking for reassurance from brands that products are worth the cost and that they support their consumer values.
Consumers globally want product quality. Lack of quality erodes consumer trust in brands. When products are good or high quality, consumers say they offer good value for the price paid. Healthy choices and health benefits also are essential for perception of quality. To consumers, quality includes freshness, longer shelf life, health and nutrition benefits, naturalness, and brand reputation.
Innova is monitoring a shift in consumer attitudes and behaviors toward private labels and store brand products. In consumer trends research, consumers globally say they are buying more store brands because they offer good value, are easy to shop for, and are high in quality.
Striving for Positive Best
Consumers globally are adopting healthier lifestyles because they want to feel well and be at their best mentally and emotionally. This includes feeling happy and positive. Brands are responding to this desire to feel good in many ways. One way is to support better sleep. Consumers say that they are working to improve their mental and emotional wellbeing by getting more and better sleep. This is their top priority, ranking higher than gut health and better immunity. Consumers globally also are looking for ways to relax and destress. This is especially appealing to the youngest consumers.
Transformational Moments Heighten Experiences
Consumers seek excitement through experiential moments and forms of entertainment. These provide adventure, connection to others, and release of tension. About half of participants in consumer trends research say they like to treat themselves with everyday boosts of happiness through experiences. For many, these moments boost their emotions. Taste is another type of transformational moment. Many consumers around the world also include taste experiences as an important consideration when buying food and beverage brands.
AI has the potential to transform moments. AI will create new ventures and adventures, providing consumers around the world with opportunities to explore new food and beverage products. Many consumers are interested in trying new products that have been created by AI. Also, they would like AI to create more food and beverage products with health benefits.
Consumers Seek Authentic Connections
Consumers want personal connections with others, experiences in nature, and experiences that feel real. They want connections that are genuine and lasting. In consumer trends research, consumers globally view social connections as a pathway toward feeling well. They like to use activities as a way to connect with others when socializing at home – the top choice – in nature, and in the countryside. There’s a benefit to having good social relationships. Positive social relationships are essential to healthy lives.
Natural and handmade products are another way to support authentic connections. These types of products bring enjoyment and pleasure to consumers, and products with natural ingredients help consumers feel well.
This article is based on Innova’s Trending in Consumer Behavior & Attitudes – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
