EI：2025年全球消费者趋势报告 -Top global consumer trends 2025

ma、、Euromonitor

—International

Topglobalconsumertrends

2025

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Thedata

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3

Topglobalconsumertrends2025

HealthspanPlans

WiserWallets

EcoLogical

05

12

22

31

FilteredFocus

39

49

AIAmbivalent..........................................................

AboutEuromonitorInternational........................

4

HealthspanPlans

Consumersareontheirlongevity

journeys.They’remakingbehavioural

changesnowforthebettermentoftheirfutureselves.Thegoal:livehealthierforlonger.

Peoplewantpreventativesolutionsandproductsthattargetspecificconcerns.Brandscanmeetthisdemandwith

innovationsthatsupportoptimalwellnessateverylifestage.

5

Vitalityinvogue

Anewviewofageingisontherise.Peopledon’tjustwanttolivelonger(lifespan);theywanttofeelbetterforlonger(healthspan).Andamajorityofconsumersbelievethey’llbehealthierinthenextfewyearsthantheyarenow.1

Theirdesireforlongevityshapestheircurrentwellnesschoices.That’spromptingabiggershifttowardspreventative,specialisedsolutionsincombinationwithreactivetreatments.Vitaminsandsupplementsareoneexample;globalretailsalesrecordedsteadygrowthinrecentyearsandareexpectedtohitUSD139.9billionin2025.²

Ageingpopulations,residualeffectsofthepandemic,anarrayofeducationalresourcesandtechadvancementsaredriversofthistrend.

54%

ofconsumersknewwhich

vitaminsandsupplementstotakefortheirspecifichealthgoalsandconcernsin20243

52%

ofconsumersbelievethey’llbehealthierinthenextfiveyearsthantheyarenow1

USD139.9bn

projectedglobalsalesofvitaminsandsupplementsin20252

1EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=40,236)2EuromonitorInternational,PassportConsumerHealth

3EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedJanuarytoFebruary2024(n=21,323)

6

Infact,there’sbeenaconsistentincreaseintheusageofsmartdevicesorappstotrackfitnessandhealthacross

generations.4MillennialsandgenerationZshowedthehighestadoption—anindicationthattheseyoungerconsumerswanttoestablishstrongfoundationsfortheirwellbeingearlyon.

Digitalhealthandfitnesstracking

%ofconsumerswhousedadeviceorapptotracktheirfitnessandhealth

WearablefitnessdeviceFitnessorexercisetrackingapp

40%35%30%25%20%15%10%5%0%

202020222024

GenerationZ

202020222024

Millennials

202020222024

GenerationX

202020222024

Babyboomers

Source:EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedJanuarytoFebruary2020(n=21,739),2022(n=20,236)and2024(n=21,323);note:surveyrespondentsareinternet-connectedconsumersin20countries(2022)and21countries(2020and2024).

Consumersarealsoturningtonicheremediesthataddressage-specificconcernslikecognition,hormonalchangesandjointmobility.Andthey’reproactiveintheirsearchforproductswithprovenefficacytohelpmitigateoralleviatesymptomsacrosslifestages.

34%

offemaleconsumerstookvitaminsandsupplementstopreventmenopause-relatedsymptomsin20245

4EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedJanuarytoFebruary2020(n=21,739),2022(n=20,236)and2024(n=21,323)5EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedJanuarytoFebruary2024(n=914)

7

Howcanyou

targetWellnessEnthusiasts?

Watchourvideo

Globalretailsalesgrowthofsmartwearables

%growthofretailvalueandvolumesales

VolumesalesValuesales

10%

Whydidconsumerslookfornewmethodstopreventjointpain,memoryissuesandskinconcernsin2024?Thetopreason:theircurrenttreatmentapproachwasn’teffective.6

Peoplewanttofeelgood—physically,mentally,emotionally—ateverystageoflife.Personalised

8%

supplements,fitnessregimensandbiohackingtechniques,forexample,arebecomingacommonpartofdailyroutines.Ageingwellandoptimisinghealtharetoppriorities.

6%

Awealthofwellness

4%

Growthopportunitiesexistbeyondtraditionalhealth

2%

categories.Techplayersandconsumerbrandsshouldalsopayattentiontothistrend.

0%20222023202420252026

Oneareatoexplore:personalised,data-drivensolutions

Source:EuromonitorInternational,PassportConsumerElectronics

througheitherin-housecapabilitiesorstrategicpartnerships.

Connecteddevicesandappsofferreal-timeinsightsthat

theseconsumerscanmonitortoguidetheirbehaviour.

Globalsalesofsmartwearablesareexpectedtorecord

double-digitgrowthfrom2024to2026.7TechintegrationslikeAIcontinuetorefineaccuracyandexpandtracking

capabilitiestoincludeindicatorslikemobilitypatternsandstresslevels.

6EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedJanuarytoFebruary2024(n=2,692;n=1,347;n=1,765)

7EuromonitorInternational,PassportConsumerElectronics

8

Youshouldalsocreatepractical,targetedsolutionsforspecificsegmentsofyouraudience.Productsandservicesneedto

addresstheirconcerns—fromphysicalchangestomental

wellbeingtonutritionalsupport.Anexample:globalsnacksalesbyhealthbenefitsshowbrain,jointandvisionasthethree

fastest-growingcategoriesfrom2024to2026.8

ProductsbackedbysciencecontinuetogaintractionlikeNAD+supplements(avitalcoenzymeinvolvedinenergyproduction,DNArepairandcellularmetabolism).

ThenumberofonlineSKUslabelledNAD+nearlytripled

acrossconsumerhealthcategoriesfrom409in2023to1,137asofAugust2024.9Similarly,newonlinelaunchesofbrandswithcellularhealthclaimsgrew135%inthevitaminsand

supplementscategorybetweenQ1andQ22024across32

countries.10Thisunderpinsthedemandforprovenefficacyandcredibility.

Tapintounmetorunderservedneedslikematernalor

menopausalcarein

women’shealth

.Alookatthesupplementsspaceshowsthatglobalsalesofproductswithwomen’shealthpositioningshaveoutpacedoverallcategorygrowthforseveralyears.2Female-orientedproductscouldtransformseveralover-the-countercaremethodscurrentlyonthemarket.

Self-careoptionsshouldbeaccessibleandeasytoincorporateintodailyroutines.

2EuromonitorInternational,PassportConsumerHealth

8EuromonitorInternational,PassportHealthandWellness

9EuromonitorInternational,Via:Pricingandpromotiondatabase10EuromonitorInternational,PassportInnovation

9

GlobalgrowthofNAD+productSKUs

NumberofSKUswithanNAD+claim

Beauty&personalcareConsumerhealth

1,500

1,000

500

0

202220232024*

Source:EuromonitorInternational,Via:Pricingandpromotiondatabase;*note:asof28August2024.

Globalretailsalesgrowthofsupplements

%retailsalesgrowthofwomen’shealthsupplementsvstotalcategory

Women'shealthsupplementsAlldietarysupplements

15%

10%oo

5%

0%

20202021202220232024

Source:EuromonitorInternational,PassportConsumerHealth

HealthspanPlans:Trendapplications

BayerAGxSamsung

BayerannouncedapartnershipwithSamsunginJune2024tostudy—andunderstandbetter—sleepdisturbancesduringmenopausebasedondatafromSamsungwearabledevices.

MegmilkSnowBrand

MegmilkSnowBranddevelopedMegumiYogurt—afunctionalfoodproductthatwasapprovedbytheJapaneseConsumerAffairsAgencytohelpreducevisceralfat.The

companyalsocreatedamemorycaredrinkformulatedwithβ-lactolintosupportcognitivehealth,whichcaterstothecountry’sageingpopulation.

Rootine

RootineisaUS-basedsupplementbrandthatoffersarangeofhealthsolutions.

Productsincludefunctionaldrinkmixespositionedforbenefitslikesleeporfocus;uniquemultivitaminformulationsbasedonDNA,bloodandlifestyleassessments;andat-hometeststomeasureindicatorslikemineralorcortisollevels.

Imagesource:Rootine

10

HealthspanPlans

Threetacticsfor2025

1

Developtargetedself-careproductsandtailorsolutionstoaddress

specific,life-stageconcernsorunmetneeds.

2

Usescientificevidenceorproven

resultsinyourmarketingmaterials

tounderscorehowformulations,

devicesordesignssupportlongevity.

3

Partnerwithtechcompaniesordiagnosticsfirmstooffer

personalisedhealthassessmentsandreal-timetrackingsolutions.

11

Wiser

Wallets

Addedvalueistheexpectation.Peopleweightheworthoftheirpurchases

againsttheirpriorities—bothintermsofcurrentneedsandfuturedemands.

Strategicshoppingbecomesaninherentmindset.

Companiesshouldrespondwithsolutionsthatconveyclearbenefitsandtangible,

usefulincentivestoremaintopofmindfortheirtargetaudience.

12

Incentivisedbuys

Prolongedeconomicuncertaintiescreatednewspendingnorms—evenasglobalinflationeasesto4.2%in2025.Plus,inflationinemergingeconomiesisprojectedtoremainstickierat5.5%.11

Nearlyhalfofconsumersplannedtoputmoremoneyintosavingsin2024and72%wereconcerned

72%

ofconsumerswereconcerned

abouttherisingcostofeverydayitemsin20241

44%

abouttherisingcostofeverydayitems.Yet,50%werewillingtospendmoneytosavetime.12

ofconsumersfeltfinanciallysecurein20241

Apropensitytospend

%ofconsumerswhoagreedwiththefollowingstatements

70%

60%50%40%30%20%10%0%

BelievespendingmoneyWillingtospendmoneyonexperiencesisimportanttosavetime

Enjoyspendingmoneyratherthansaving

Source:EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=40,236);

note:surveyrespondentsareinternet-connectedconsumersin40countries.

48%

ofconsumers

plannedtosavemoremoneyin202413

1EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=40,236)11EuromonitorInternational,PassportEconomy,FinanceandTrade

12EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=39,943;n=40,236;n=40,236)13EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=39,943)

13

Cost-of-livingspikesaren’ttheonlyreasonpeoplelookforwaystosaveorcutbacklikethe

Budgeteers

trendin2023.Andthey’renotsimplychasingthebestdealsforinstantgratificationlikethe

ValueHackers

trendin2024.

57%

ofconsumers

extensivelyresearchedtheproductsand

servicesthey

consumedin20241

Thosetemporaryshiftstorelievefinancialstrainhavebecomeembeddedintoconsumptionhabits.Purchasedecisionsarestrategicandintentional.Infact,amajorityofconsumersextensivelyresearchedproductsor

servicesandonly18%saidtheyoftenmadeimpulsepurchasesin2024.1

1EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=40,236)

14

15

Theyfactorincurrentandfuturepriorities—howdoesthisproductorservicesolveanimmediateneedbut

alsoprovidebenefitsdowntheline?Thatmeanscost-effectiveoptionsaren’talwaysthepreferredchoice.

Takebeautyandpersonalcareproducts,forexample,whereretailsalesgrowthofpremiumgoodsoutpacesmassalternatives.14Butadifferentpictureemerges

forastapleclothingitemlikejeans.Premiumoptionsaregrowingfasterthanstandardoreconomyprice

tiersincertainregionslikeWesternEuropeandLatinAmericabutnotothers.15

Consumersarefocusedonall-aroundvalueand

expectbrandstodelivermeaningfulincentiveswithlong-termimpact.

14EuromonitorInternational,PassportBeautyandPersonalCare15EuromonitorInternational,PassportApparelandFootwear

Beauty&personalcare:Retailsalesgrowthbypremiumvsmassproducts

%periodgrowthfrom2020–2025

Massbeauty&personalcarePremiumbeauty&personalcare

WesternEuropeNorthAmerica

MiddleEast&Africa

LatinAmerica

EasternEuropeAustralasia

AsiaPacific

-10%0%10%20%30%40%50%60%70%80%

Source:EuromonitorInternational,PassportBeautyandPersonalCare

Jeans:Retailsalesgrowthbypricetier

%periodgrowthfrom2020–2025

PremiumjeansStandardjeansEconomyjeans

WesternEuropeNorthAmerica

MiddleEast&Africa

LatinAmerica

EasternEuropeAustralasia

AsiaPacific

-20%-10%0%10%20%30%40%50%60%70%

Source:EuromonitorInternational,PassportApparelandFootwear

Validatedvalue

Brandsthatdemonstratecredibleaddedvaluestandtogainfromthistrend.

Quality,functionality,convenienceandpriceareallfactorsthatinfluencepurchase

decisions.Privatelabelbrandsacrossseveralconsumergoodssectorssawsomeofthelargestretailsalesgainscomparedwithothercategoryplayersinrecentyears.16

Privatelabelbrands:Totalincreaseinretailsales

USDbillion;increaseinretailsalesofprivatelabelbrandsfrom2022–2023perselectedcategory

Apparel&footwear

Beauty&personalcare

Cookingingredients&mealsDairyproducts&alternativesHome&garden

HomecareHotdrinksPetcare

Snacks

Softdrinks

Staplefoods

Tissue&hygiene

$0$2$4$6$8$10$12$14$16

Source:EuromonitorInternational,Passport

Reviewyourportfolioagainsttheprioritiesordemandsofyourtargetaudience.Buttakeasegmentedapproach.

16EuromonitorInternational,Passport

16

59%

ofprofessionalssaidtheircompanyplanstoimproveexistingproductorserviceportfoliostodrivegrowthinthenextfiveyears17

Youcouldmapproductstovariouslifestagestoinformdiversificationormarketingstrategies—acrossoverwiththe

HealthspanPlans

trend.Oneexample:ababyproductforsensitiveskinreformulatedtoprovidegentlecareforadults.Thisstrategyhelpsstrengthencustomerrelationshipsandkeepsyourbrandtopofmind.

Nearlyhalfofconsumerswantedtoengagewithbrandstoinfluenceproductinnovationin2024.1Bring

customersintothedevelopmentprocessfortestingandfeedback.Thatway,youcaterdirectlytotheirneedswhilefosteringbrandloyalty.

Thecustomerexperienceisequallyimportanthere,especiallyyouromnichannelpresence.Uniquecampaignsoreducationalresourcesthatcomplementyourcoreoffercanalsodriveengagement.

1EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2024(n=40,236)17EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedSeptember2024(n=819)

53%

ofprofessionalssaid

theircompanyplanstotargetnewconsumer

segmentsoroccasionstodrivegrowthinthenextfiveyears17

17

48%

ofbrandsincorporated

experientialrewardsintheirloyaltyprogrammesasofQ2

202418

Loyaltyprogrammesareanotheravenuebutshouldberobust.Gobeyondredeemablepoints

anddiscountstoincludespecialeventsorexclusivepreviewsofupcominglaunches.Almosthalf

ofthebrandscapturedinourloyaltycompetitortrackerimplementedanexperientialrewardsschemeasofQ22024.18Strategicpartnershipsalsoaddvalueformemberswhoreceive

incentivesfromotherbrands.

Effectivecommunicationremainscritical,andyou’llreadmoreaboutthisinthe

FilteredFocus

trend.Consumersneedtounderstandexactlyhowyouroffersolvesaproblemorservestheirinterests.

3in5millennials

paidforaloyaltyprogrammesubscriptionin2024comparedwithhalfofgenerationZandlessthanonethirdofbabyboomers19

Lookingahead,38%ofprofessionalssaidtheircompany’sinnovationplansfornewproduct

developmentwillalignmorewithconsumervaluesinthenextcoupleofyears.20Youshouldaccountforbothimmediateandlong-termneedsinyourinnovationroadmaptodrivegrowth.

Whatwerethemostimportantnewlaunchesinyourcategories?

%ofprofessionalswhoselectedthefollowingresponsesasthemostimportantnewproductorservicelaunchesintheircategoriesin2024

Targetedconsumercampaigns

Premiumproducts

Lower-priceditems

27%

26%

18%

Source:EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedSeptember2024(n=818)

18EuromonitorInternational,PassportLoyalty,LoyaltyCompetitorTracker

19EuromonitorInternational,VoiceoftheConsumer:LoyaltySurvey,fieldedMarchtoApril2024(n=16,150)20EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedSeptember2024(n=818)

18

WiserWallets:Trendapplications

SatuKenangan

SatuKenanganisanaffordablecoffeeshopconceptfromKenanganBrandsthatlaunchedin2024andsellshigh-qualitybrewsstartingatlessthanUSD1.Theinitiativeaimstobringpremium,Italian-roastedcoffeetoruralareasofIndonesia.

Imagesource:

KopiKenangan

MyGymxSkechers

SkechersandMyGym,aUS-basedchildren’sfitnesscentre,partneredtobringfamiliesSkechersKidsMonthinSeptember2024.

ActivitiesandgiveawaysthroughoutthecampaignfeaturedSkechersHandsFreeSlip-insasaconvenient,easysolutionforparentswhenchangingtheirchildren’sshoes

atthegym.Theuniquefootweardesignallowswearerstostepintothesesneakerswithoutbendingover,whichcancatertovariouslifestageslikechildren,expectantmothersorseniors.

Here’sanexampleoftrend

overlapwith

HealthspanPlans

.

Imagesource:

MyGymEnterprises

19

BluefromAl-FuttaimGroup

BlueisarewardsprogrammefromAl-FuttaimGroupintheUAE.

Memberscanearnpointsthroughactivitieslikebillpayments;receiveincentivesfrombrandslikeIKEAandMarks&Spencer;andsignupforaBlueFABCreditCardtogetcashback.Al-FuttaimGroupalso

partneredwithEmarat

inJuly2024toexpandtheirperks.

PizzaHut

PizzaHutlaunchedResZAmesinSeptember2024.

NewYorkCityresidentscouldsignupforachancetosendafreepizzatoadesired

employerwiththeirresumeprintedonthebox.Thegoalwastohelpjobseekersstandoutduringtheactivehiringseason.

Imagesource:

PizzaHut

20

WiserWallets

Threetacticsfor2025

1

2

3

Developcampaignsforsegmentsofyouraudiencetoconveyrelevant,

specificbenefits.

Connecttheprioritiesofyourtarget

audiencetoyourvaluepropositiontodemonstratethecredibleaddedvalueofyourproductsorservices.

Driveloyaltywithshort-andlong-termincentivesthatcomplementyourofferandarealsousefulforyourcustomers.

21

Eco

Logical

Peoplecontinuetomakechoicesthatpositivelyimpacttheenvironment.Butthey’readoptingapragmaticmindset.

Spendingonsustainablealternatives

remainsaconsciousdecisionbasedon

personalvalues,butconsumersalsopaycloseattentiontotheprimarybenefits

theseproductsdeliveragainsttheirneeds.

Sustainabilityclaimsrequiretangible

evidence.Brandscan’trestongreen

laurelsalone.You’llneedtomatchthe

rightclaimswiththerightproductsfortherightaudiencetoconvinceconsumerstopickeco-friendlyoptions.

22

Sensiblygreen

Economicaloptionsoutrankedgreenfeaturesinrecentyearsbecauseprolongedfinancialstrain

shiftedconsumerpriorities.Butdon’tmistakethesespendinghabitsasastepawayfromsustainability.

Morethan60%ofconsumerstriedtohaveapositiveimpactontheenvironmentin2024—afigurethat’sremainedconsistentsince2020.Andnearlytwothirdsareworriedaboutclimatechange.21

Awarenessisevident.Forintenttoturnintoaction,switchingtoasustainableoptionneedstobe

easy.Trustingreenlabelshasn’twaveredovertheyears,butaffordabilitycontinuestobethetop

barriertopurchasedecisions.In2024,52%ofconsumersconsideredeco-friendlyorenvironmentally

consciouslabelstrustworthy;however,only15%wouldpaymoreforthesefoodandbeverageproducts.22

Trustinsustainabilityclaims

%ofconsumerswhoconsideredthefollowingclaimstrustworthywhenusedonproductlabels

2020m2022m2024

Recyclable

Natural

Organic

Eco-friendly

Sustainablyproduced

0%20%40%60%80%

Source:EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2020(n=39,045),2022(n=38,910)and2024(n=39,519);note:surveyrespondentsareinternet-connectedconsumersin39countries(2020and2022)and40countries(2024);note:eco-friendlyincludesenvironmentallyconsciousasadescriptor.

21EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2024(n=40,236)

22EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2024(n=39,519;n=40,236)

23

63%

ofconsumerstriedtohaveapositiveimpactonthe

environmentthroughtheireveryday

actions21

Now,consumerstakeapragmaticapproachtosustainableconsumption

wheregreenattributesareoftenseenasessentialcomplementarybenefits—notalwaysthesolemotivator.

Responsiblepurchasescouldbebothhealth-andeco-conscious,forexample.Shoppersmightalsobuyethicallysourceditemsbasedonotherfactorslike

durabilityorformat.They’llgravitatetowardsasustainableoption—ifthatproductcarriessimilarbenefitsatanaccessibleprice.

Greenattributesshoulddirectlylinktoaproductpropositionorotherbenefitstohelpaddressspecificconsumerneedsalongsidetheirvalues-drivenpreferenceforsuchalternatives.

TheEcoLogicaltrendisaboutcreatingatrifecta—therightclaimsonthe

rightproductsfortherightaudience.Sustainabilityisnolongerjustabrand-enhancingrequirementbutaprerequisiteforinnovationthatdrivesgrowth.

40%

ofconsumerssaid

highpricewasatopbarriertosustainablepurchases21

21EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2024(n=40,236)

24

25

5million

withsustainability

claimsacross11FMCGindustriesand25

countriesasofQ2202423

numberofonlineSKUs

Claimtofame

Sustainableproductdevelopmentisn’tslowingdown.

ThenumberofonlineSKUswithsustainabilityclaimsacross11fast-movingconsumergoods(FMCG)industriesand25countriesincreasedfrom4millioninQ22022to5millioninQ22024.23Awiderselectionofsustainablealternativesgivesshoppersgreaterandeasieraccesstosuchproducts,whichfosterstheirvalues-drivenpurchasing.

Retailsalesofproductswithsustainabilityclaimstrendedupwardsfrom2020to2023.Andbrandswithatangiblesustainablepropositionsawa1.5%highergrowthrateoverthesameperiodcomparedwithnon-sustainable

equivalents.24Thatreflectshowsuchclaimscontinuetogaintractionandinfluenceconsumerpreferences.

BeautyandpersonalcarebrandshavemadeamarkedefforttoenhanceoffersinthisspacewhereproductswithsustainabilityclaimsgeneratedmorethanUSD120billionin2023—thehighestindustrybysales.24

Othersectorshaveseenanaccelerationindemandalongsidesalesofgreenalternatives.Petcareproductswithsustainabilityclaimsrecordedthestrongestcompoundannualgrowthrate(CAGR)from2020to2023.24

Globalretailsalesofsustainableproductsbyindustry

USDbillion

20202023

$140

$120$100$80$60$40$20$0

Beauty&

personal

care

Consumerhealth

Cooking

ingredients

&meals

Dairy

products&alternatives

Homecare

HotdrinksPetcareSnacksSoftdrinksStaple

foods

Tissue&hygiene

Source:EuromonitorInternational,PassportSustainability

23EuromonitorInternational,PassportSustainability,QuarterlyOpportunityTracker24EuromonitorInternational,PassportSustainability

Brandscontinuetoallocatesignificantinvestmentsforinnovationtomeetconsumer

expectationsandevolvingregulations.Nearlyhalfofprofessionalssaidtheircompany

ensuressustainabilityfeaturesandinitiativesareincorporatedinnewproductlaunches.25

Butthelandscapeisbecomingsaturated,whichputspressureonproductpositioningandmessaging.Alookattheconsumergoodsindustryshowsapproximatelyone

quarter(homecare)toalmosthalf(beautyandpersonalcare)ofonlineproductsmadesustainabilityclaimsin2023.24YourmessagingmusthitthemarktodriveROI.

Naturalclaimswereeitherthefirst-orsecond-largestattributebyretailsalesfrom2020to2023acrossindustries,24andamajorityofconsumer