Consumer habits in 2025 are evolving faster than ever, influenced by economic uncertainty, social media-driven discovery, and a growing focus on sustainability. Consumers are prioritising value, seeking authentic brand connections, and expecting personalised experiences across digital platforms. Brands that fail to adapt risk losing relevance in an increasingly competitive market. From AI-powered personalisation to influencer-led marketing, businesses must embrace innovation to meet changing demands.
Spending Is More Value-Driven
Consumers are more cost-conscious due to rising inflation and economic uncertainty.
- 66% of consumers now prioritise price when choosing where to eat, up from 58% in 2024.
- 37% actively seek deals and loyalty rewards when dining out.
- Grocery spending on private-label brands (supermarket own-brands) has increased by 12% year-on-year as shoppers trade down.
How brands are responding: Asda recently overhauled its Asda Rewards scheme, shifting from “Star Products” to broader rollback promotions, keeping loyalty incentives while maintaining profit margins (Source: BBC News).
Quality Still Wins Loyalty
Even in a price-sensitive market, quality remains a non-negotiable for most consumers.
- 74% of diners say food quality is still their biggest deciding factor.
- 63% of UK consumers remain brand-loyal if they trust a product’s ingredients and sourcing.
How brands are responding: Ginsters has launched its biggest marketing campaign ever, emphasising locally sourced, high-quality ingredients to maintain premium appeal (Source: The Grocer).
Social Media Now Drives Food Discovery
Younger consumers no longer rely on recipe books or restaurant review sites—they get their food inspiration from TikTok and Instagram.
- 38% of Gen Z diners choose restaurants based on TikTok recommendations.
- #FoodTok now has over 100 billion views, making it the biggest culinary discovery platform worldwide.
- Video content drives more engagement than static images across all hospitality brand accounts.
How brands are responding: Guinness has benefited from viral TikTok trends, leading to a 43% increase in consumption at Cheltenham Festival, where racegoers are expected to drink 380,000 pints in 2025 (up from 265,000 in 2024) (Source: TalkSport).
Health and Sustainability Matter More
Consumers are becoming increasingly conscious of what they eat and drink, prioritising low-alcohol options, functional beverages, and sustainability commitments.
- The no- and low-alcohol drinks category grew 47% in volume from 2022 to 2023 and is expected to continue at 19% CAGR through 2028.
- 60% of consumers are more likely to support brands that highlight eco-friendly practices.
How brands are responding: Unilever’s Liquid I.V. product launch in the UK saw a 20% increase in electrolyte drink sales, positioning it as a leading functional beverage brand (Source: The Australian).