What matters to today’s consumer 2025

Consumer preferences and purchasing behaviors are constantly evolving.

But how exactly are they changing? What Matters to Today’s Consumer?, a new report from the Capgemini Research Institute, sheds light on key trends shaping the consumer landscape.

The report is based on a comprehensive global survey of 12,000 consumers aged 18 and over across 12 countries: Australia, Canada, France, Germany, India, Italy, Japan, the Netherlands, Spain, Sweden, the UK, and the US. It identifies five distinct clusters based on key demographic characteristics and examines consumer trends within these clusters, focusing on technological innovation, shifting financial priorities, and increasing sustainability awareness.

One significant finding is that generative AI (Gen AI) is increasingly influencing consumer behavior and transforming shopping experiences. A notable 68% of consumers are prepared to act on its recommendations, and over half (58%) prefer product recommendations from Gen AI tools over traditional search engines.

The report also highlights a growing trend towards sustainability. More consumers are buying sustainable products and altering their food habits. Sustainability is a critical factor in purchasing decisions for 64% of consumers, and 71% are aware of the environmental impact of food waste.

What Matters to Today’s Consumer also looks at the ongoing cost-of-living crisis. Consumers continue to seek discounts both online and in-store, leading to a rise in private-label sales as they look for more affordable options. For instance, 64% of shoppers visit multiple physical stores looking for deals, up from 56% last year, and 65% of consumers now buy private-label or low-cost brands, up from 63% last year. Additionally, 73% of millennials expect retailers to provide alerts when brands reduce the weight of a product without reducing the price, a practice known as “shrinkflation.”

According to the report, Gen Z is driving social commerce, with platforms like Instagram and TikTok reshaping retail. About 53% of Gen Z purchase new products through social media, and influencers continue to shape brand visibility and engagement. Advertisements on retailers’ apps and websites generate the highest attention, with 67% of consumers noticing ads on these platforms compared to 63% on social media.

Another notable trend is the surge in consumer preference for quick delivery. The demand for 2-hour delivery has increased from 34% to 65% over the past two years. Quick commerce, supported by advanced logistics and AI, is set to dominate, with consumers willing to pay for speed. Consumers are also switching brands and retailers in search of better customer experiences, with quick delivery, product assortment, and transparency being more significant factors in building loyalty than loyalty program membership.

Download the full report to discover more about consumer trends for 2025 and beyond.