Consumers To Value Transparency and Digital Shopping Tools in 2025: Acosta Group
Consumers are still craving value, but what that means may be shifting as we head into 2025.
A new definition will likely be driving shopper decisions next year, according to commerce-focused agency Acosta Group. As part of that, consumers will further embrace social commerce, drive changes in health and wellness, and create more opportunities for retail media as in-person experiences shift.
When it comes to the perception of value, there’s significant variation between generations. Gen Z looks for low price, high quality — and low effort to access deals. Millennials want the highest quality item for the lowest possible price. Baby boomers lean in more on the experience: “If it is a product that amazes you, it holds great value."
"Consumers have become very astute value seekers, reshaping the overall retail experience by demanding more than discounts," said Kathy Risch, SVP, thought leadership and shopper insights at Acosta Group.
More: Compare this to last year’s trend predictions from Acosta
Increase Opportunities for Consumer Engagement and Personalization
There will be increased opportunities within the retail media space for CPG manufacturers and retailers, according to Acosta, as consumers view technology like smart carts as beneficial and an alternative to overstimulating storewide digital screens. With capabilities for add-ons such as gamification for rewards and AI-enabled personalization, CPGs and retailers can elevate the consumer experience while increasing trial, loyalty, and unit sales, per the company.
While Acosta claims the retailer app is the most powerful in-store media tool, challenges continue to plague retailers as they look to increase personalization while being mindful of shopper privacy.
Another avenue for increased personalization will be social commerce — a channel that holds the opportunity for brands and retailers to set up digital storefronts for direct consumer engagement, particularly with younger demographics.
Fifty-two percent of Gen Z and 22% of millennials made a purchase on TikTok in the past three months, per Acosta, compared to just 11% of Gen X and 3% of baby boomers.
Also: Unilever Is Using Cleanipedia on TikTok to Drive Gen-Z Purchasing
"As consumers are spending more time on their social feeds, they are also spending more time using these platforms to do product research, read influencer posts, discover new products they 'didn't know they needed,' and with the convenience of a click, make a purchase they believe meets their needs or preferences," said Risch.
Fifty-one percent of shoppers who used social media have clicked on a social media ad in the past three months. Of those, 24% purchased an item through shoppable features.
It’s the ideal blend of entertainment, personalization, connectivity, and convenience to build into a retail or brand commerce plan, Risch added.
Ingredient and Nutrition Transparency in Focus in 2025
Empowered shoppers will also be prioritizing transparency in the year to come, particularly in the health and wellness areas as there is declining trust in traditional marketing for health management.
Consumers are instead flocking to telehealth, health coaches and influencers, and wearable tech to make more informed wellness choices. A “food as medicine” mentality will continue to gain traction, according to Acosta, as consumers look to nutrition to prevent disease and medicines like GLP-1 to aid in weight loss.
As consumers pay closer attention to food labels and ingredients, CPGs have an increased opportunity to position products as part of health journeys.
