November 28, 2024 – Innova Market Insights uses consumer trends data, new product launch data, and other factors to predict key US consumer trends for 2025. Each trend is supported by background information, global and national trends, and changes in consumer lifestyles and attitudes.
Consumer Trends Inspire Companies
Consumer trends research provides insights into consumer sentiment. Each year, Innova Market Insights conducts consumer trends research through its Lifestyle and Attitudes Research, Health and Nutrition Research, and Trends Research. It also conducts interviews with trend spotters around the globe to gather their observations about consumer trends in their country. Innova’s consumer trends research is part of a collection of insights that include global mega trends and its Top 10 Trends.
US Consumers Care about Immigration and the Climate
The Innova Market Insights Lifestyle and Attitudes consumer trends research names immigration as the top issue concerning US consumers. US consumers also are worried about safety, terrorism, and corruption, which are three of the five top concerns. Additionally, US consumers don’t trust the government and corporations.
US consumers are concerned about the health of the planet. They feel the impact of climate change. Climate change affects a number of factors, including the economy, food security, and health. Looking at the economy, growth is forecasted but consumers still are worried about the economic situation and job insecurity.
Voter differences became more apparent in the 2024 presidential election. However, overall, US consumers worry most about their finances, the cost of housing, the cost of healthy and nutritious food, the believability of information, and personal safety.
Concerns Among Younger and Older US Consumers
US consumer concerns differ based on age group. Youngest US consumers are concerned about issues such as the environment, wealth and income levels between groups in the US, and corruption in the government. The oldest consumers, 55+, worry most about immigration, as well as terrorism and political instability.
Technology Impacts US Consumer Insights
Technology advances impact consumer insights in the US. CRISPR is a gene therapy that is advancing medical developments. Precision fermentation technology helps produce sustainable ingredients like protein. Artificial intelligence (AI) improves productivity and personalizes various factors for the US consumer. Technology advances add to consumer uncertainty about the future.
Consumer Lifestyles and Attitudes
US consumers interviewed for Innova’s Lifestyles and Attitudes consumer trends research name family, freedom, and happiness as important values. Other top important values are honesty and transparency. Many US consumers do not trust the government or global companies.
US consumers want to feel in control of their lives. Factors that help them are self-sufficiency, finances, food security, and nutrition. US consumers also attach importance to product quality and integrity.
Lifestyle Shifts Support US Consumer Trends
Several lifestyle shifts impact US consumer trends. These lifestyle shifts include healthier lives, consciousness about health and cost, different types of occasions, and evolution of treat and reward. US consumers report taking action to live more healthily, with goals of mental wellness, emotional wellness, and weight loss. They aim to feel their best and also prevent health conditions. Younger US consumers stand out for feeling good about their body, focusing on fitness, and supporting beauty.
US consumers focus on self-care. Self-care for health includes personal hygiene, sleep, diet, stress management, healthier eating habits with positive nutrition and self-control, and regular physical activity.
US Consumers Live Consciously
US consumers take action toward conscious living. Top actions are reusing products and sustainable packaging, followed by minimizing food waste, recycling, upcycling, and repurposing products and packaging. Younger consumers also support the environment through changing the way they eat.
Consumers in the US expect companies to operate consciously. They want companies to reduce waste, support sustainable packaging, and take action to protect nature.
Changing Occasions for Socializing
US consumer trends show that occasions are changing for socializing. Consumers are socializing at home and outdoors more often and at bars and clubs less often. Restaurants are important to US consumers but coffee shops have a slight decline. When asked about sources of social connection, consumers in the US name family and food first as their priorities for social spending. They spend on food and entertainment at home more than they pay to go to events for entertainment. US consumers say that this saves money and is convenient.
Treats and Rewards Evolve
US consumers treat and reward themselves for everyday happiness and with smaller treats. They attain happiness by relaxing and spending time with family. Spending on fashion and holidays also is important. US consumers want their treats to be sweet, healthy, fresh, flavorful, and good value for the money.
Savvy, Self-Sufficient US Consumers
Digital advances enable US consumers to be savvy and self-sufficient. They handle issues such as health, finances, fitness, cooking at home, and eating at home. They reduce food waste to save money and cook from home with convenience items. The self-sufficient US consumer is uncertain about the economy. Digital tools help them control their lives.
Quality and Integrity Matter to US Consumers
US consumers do not trust companies and the government. They want brands to be honest and transparent, and to offer products that are good value and align with values. The volatile economy, pursuit of health and nutrition, and desire to take control drive US consumers.
US Consumers Seek Authentic Connection
US consumers look for real experiences. These include appreciating nature, building close connections with people, and enjoying real experiences. US consumers want things that are real, genuine, and reliable.
Being Their Best
Consumers in the US want to look and feel their best emotionally, mentally, and physically. They seek a healthier lifestyle on the path to happiness and access information to help them. Actions to feel well mentally and physically include sleep, exercise, and nutritional supplements.
Moments that Delight and Entertain
US consumers want to experience transformational moments that make them happy and provide entertainment. This gives them a sense of connection to others, lets them release their emotions, and provides adventure. To treat themselves, US consumers look for everyday experiences, fun, entertainment, travel, and food shared with family and friends.
What’s Next for Companies?
Understanding the lifestyles, attitudes, and behaviors of US consumers can help companies innovate and market to better reach target audiences.
This article is based on Innova’s Consumer Trends 2025 in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
