April 4, 2025 – When Innova Market Insights reports on consumer trends, it gathers information from different sources. Innova conducts consumer trends research every year. Its Innova Lifestyle & Attitudes Survey 2024 looks at recent changes in consumer lifestyles, as well as how attitudes and behaviors have shifted regarding healthy living, social situations, and consumption patterns that consider sustainability and ethics. Innova’s targeted Lifestyle & Attitudes Beauty and Personal Care 2025 survey seeks to understand how lifestyle and attitudes impact consumer behavior around beauty and personal care. The Innova Health & Nutrition Survey 2024 examines dietary changes in many different areas, including weight management and functional nutrition. In addition to these consumer trends research, Innova utilizes 12 global trend-spotters in 11 key areas. These trend-spotters monitor the local environments for key trends and themes that impact Innova’s trend predictions and trends monitoring.
This article is based on Innova’s The Savvy & Self-Sufficient Consumer – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
Consumer Concerns Drive Behavior
Personal and family finances are a major source of concern for consumers globally, even during times when inflation and cost of living pressures have abated somewhat. Looking at global macro issues, economic uncertainty and job insecurity rank fourth as key issues of concern for consumers around the world. Patterns in global economic growth and trends forecasts regarding growth are adding to the uncertainty felt by consumers. That is why monitoring consumer financial health and attitudes regarding spending and value for money are so important. In the past, Innova Market Insights has used consumer trends research to understand global consumer response to the pressures of inflation, including prices for and spending on food and beverage products.
Savvy & Self-Sufficient is 2025 Consumer Trend
Innova named Savvy & Self-Sufficient as an important consumer trend for 2025. The company considers consumer behavior around being savvy and self-sufficient and looks into what factors are driving consumers to be savvy and self-sufficient. Innova also examines the factors motivating consumers to be more self-sufficient. In being self-sufficient, consumers globally show different patterns of response to food and beverage products. Consumer self-sufficiency carries over to other aspects of consumer lifestyles, including health, finance and fitness.
Shifts in Consumer Concerns
In a recent consumer trends research, consumers tell Innova that their top concern for themselves and their families is personal finances. Even though consumer confidence is going up globally and consumers are spending more money on food and beverage purchases, they still are feeling financial pressure. This includes feeling that they have less disposable income.
Consumers globally seek good value for their money. They know that prices are going up so they consider prices when shopping regardless of their financial position. Consumers who are savvy want quality and value, good prices, and choices that are healthy and planet-friendly.
Another factor among consumers globally is that they don’t trust global brands and companies. In consumer trends research, consumers globally say that companies focus on profit-making rather than consumer benefits. This is pushing consumers to become more savvy and self-sufficient as a way to gain control. Over one-third of consumers globally report that they have taken measures to be more self-sufficient. Finances, personal health, and health of the planet are big drivers of self-sufficiency.
The Self-Sufficient Consumer is Empowered
Consumers who want to be self-sufficient take a number of different actions, according to consumer trends research. One path to increased self-sufficiency is cooking from scratch. Cooking from scratch helps consumers spend less on food and beverage products. Consumers globally who act in a savvy and self-sufficient way take actions such as reusing products, reusing packaging, making their own snacks, and making healthy foods. Younger Gen Z and Millennial consumers say in consumer trends research that they have side hustles to make extra money. They also are self-sufficient by taking care of personal fitness at home and doing their own beauty treatments at home. Self-sufficiency is growing especially in health and is driven by consumers globally who are more affluent and well-educated.
Technology Supports Self-Sufficiency
Advances in technology empower consumers and support them in their quest to be savvier and more self-sufficient. Technology connects consumers with information so that they can compare prices, look at reviews on product quality, and research the best solutions for their personal needs. With the help of technology solutions and digital devices, cooking at home becomes more convenient and more professional. Technology also enables consumers to monitor and manage their personal health solutions.
Opportunities to Boost Consumer Self-Sufficiency
Manufacturers have a lot of opportunities to support consumer self-sufficiency. These strategies and platforms for greater self-sufficiency need to be holistic, involved with health, and motivational around health of the planet and health of the pocketbook. Solutions that are savvy solutions help consumers access food, beverage, and beauty products and experiences that are less expensive and can be enjoyed at home.
Challenges in Reaching the Savvy Consumer
Reaching the savvy consumer can be challenging. These consumers want to compare prices, which can stress the traditional retailers. The combination of growth in direct-to-consumer purchasing and decline in consumer trust in large companies and brands can direct the savvy consumer away from the established retailer. Consumers globally suspect that companies put profits ahead of consumer benefits and they are sensitive to corporate cost-cutting exercises that degrades quality.
This article is based on Innova’s The Savvy & Self-Sufficient Consumer – Global report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
