Will 2025 Be the Year Consumers Turn the Corner?

As we approach 2025, grocery shopping may be reaching a pivotal turning point, with new trends shaping how consumers make their decisions in the coming year. According to predictions from Acosta Group, shoppers will still prioritize value but with a changing definition, fueled by optimism and a desire for enjoyable experiences. After enduring years of challenges—such as COVID-19, supply chain disruptions, inflation, and low consumer confidence—the mood is shifting toward a more positive outlook.

“Last year, it was all about price and promotion optimization to push unit sales. But now, consumers are more optimistic heading into 2025,” says Colin Stewart, EVP of business intelligence at Acosta Group. “People are tired of all the difficulties and are ready to enjoy life again.” However, this renewed interest in enjoyment won’t mean abandoning practicality. Value will still play a significant role in shopper decisions.

New Definition of Value in 2025
Acosta Group’s first major prediction for 2025 is that consumers will redefine value. While price remains a key factor, shoppers are increasingly seeking authentic connections with brands and retailers, looking beyond just discounts. As Kathy Risch, SVP of thought leadership and shopper insights at Acosta Group, notes, “Consumers have become very astute value seekers, demanding more than discounts.” Innovations will resonate strongly with these consumers, with 84% of CPGs planning to launch new innovations in 2025.

Other Key Trends for 2025
Beyond the new definition of value, Acosta’s predictions highlight several trends shaping the consumer landscape:

1. Affordable Indulgence: Despite a focus on budgeting, consumers are willing to splurge on premium products, especially when it comes to food. The idea of affordable indulgence, where shoppers can treat themselves without breaking the bank, is gaining traction.
2. Increased Demand for Enjoyable Experiences: Consumers are looking for more than just transactions. They seek shopping experiences that provide enjoyment and entertainment, blending practicality with leisure.

As we head into 2025, it’s clear that while value will continue to be a priority, the ways in which consumers define and seek value are evolving. With a more optimistic and experience-driven mindset, consumers are poised to turn the corner into a new era of grocery shopping.