What are consumers really thinking?
Today we wanted to dive into how consumers are thinking and how their behaviors can impact what they're looking into purchasing for themselves and their families. Consumers are constantly evolving, and to stay competitive, brands need to understand what's driving their decisions. In today's market, the brands that thrive are those that connect with their consumers on a deeper level and truly understand their consumer's sentiment are seeing tremendous success. So, how can you get inside the minds of your customers, anticipate their needs, and align your strategies for success?
Latest Trends: What's Driving Consumer Behavior Today?
Here are three key trends are still currently shaping consumer behavior and how they could impact your brand:
Health and Wellness Focus: Consumers are increasingly health-conscious, prioritizing products with clean ingredients, nutritional benefits, and functional claims. This represents a lasting shift in purchasing behavior. Additionally, potential changes in food and drug regulations under the incoming administration could further accelerate demand for healthier, less processed options.
Impact: Brands emphasizing transparency, clean labels, and functional benefits are well-positioned to gain consumer trust and loyalty. This focus aligns with the new administration’s initiatives to promote health by supporting dietary changes and restrictions on ultra-processed foods.
Convenience and On-the-Go Solutions: In an increasingly fast-paced world, convenience is still king. Whether it's quick meal solutions, snacks, or time-saving digital shopping options, consumers prioritize ease and speed.
Impact: Brands that streamline the customer journey both online and in-store are more likely to gain a competitive edge.
Personalization and Authenticity: Today's consumers value brands that offer personalized experiences and demonstrate authenticity. Shoppers are drawn to companies that share their values, whether it's sustainability, diversity, or social responsibility.
Impact: Crafting tailored marketing messages and product offerings that align with consumer values can drive deeper engagement.
These trends will continue to have an impact into 2025 with additional enhancements to amplify these trends. Some of those include the following:
Personalization with AI integration: more highly customized programs to meet the consumer based in their personal needs. For example, in the wellness industry, they can use individual health data to enhance skincare, nutrition and mental health routines.
Holistic and Integrative Health: consumers are more focused on mental well-being and are looking for more holistic approaches along with mind-body therapies.
Sustainability and Eco-Conscious Practices: the demand for sustainable products will continue to grow and 2025 is expected to intensify due to consumer concerns about the environmental impact.
Immunity Boosting Therapies: consumers will continue to seek out products and services that support gut health, detoxification and overall immune support as more are being proactive in their overall health and wellness routines.
Tech Enhanced Convenience: the continue interest of consumers using mobile commerce will continue to expand, especially with the adoption of mobile wallets and one-click checkouts to make the shopper experience more easier and seamless. In addition,
How can you use these trends to enhance your selling story?
To effectively leverage these trends, here are some strategies to incorporate into your brand's selling story:
Leverage Data to Identify White Space Opportunities: Dive into syndicated data (e.g., NielsenIQ, Circana, SPINs) and retailer-specific insights (e.g., Symphony RetailAI, Numerator) to spot untapped segments. This data can reveal shifts in consumer needs to help you tailor your messaging.
Highlight Health and Convenience Benefits in Your Messaging: Use storytelling to communicate the benefits of your products in a way that resonates with consumer priorities. Showcase how your offerings fit into a healthier, more convenient lifestyle.
Create Personalized Campaigns with Targeted Messaging: Consumers want to feel understood. Use consumer insights to create segmented campaigns that speak directly to your audience's unique needs. This could include using loyalty data to create personalized promotions or messaging that aligns with current trends.
Here are some brands that are getting it right:
​Olipop​ - the prebiotic sodas like Olipop are definitely making a change within the traditional soda category by providing healthy alternatives that not only are lower in sugar, but offer gut-health benefits. It will be interesting to see how this new segment in the soda category will impact the overall category.
​Perfect Snacks ​- specializes in refrigerated protein bars made with organic superfoods and whole food ingredients. Their "fresh from the fridge" positioning emphasizes health and convenience.
​Magic Spoon​ - reinvented cereal for adults, focusing on low-carb, high-protein options while maintaining nostalgic flavors. In addition, they are using a direct-to-consumer model and playful branding to connect authentically with health-conscious Millennials which targets me pretty well!
Let's turn insights into action
In today's competitive landscape, it's not enough to have great products, you need a story that resonates with your audience. Like ​Seth Godin​ says, "Facts are important, but facts don't create learning. Stories do." By staying attuned to consumer trends and understanding what truly matters to them, you can create a more impactful, data-driven selling strategy that drives results.
Curious about what your consumers are thinking? Let's chat on how Lauer Insights can help you uncover deeper insights and craft a winning selling story. ​Book some time with me to discuss how I can help!​
Here are some additional resources for you to review:
Download Our Case Studies​: See how we have helped other CPG brands leverage consumer insights to boost their retail presence by 20%.
​Follow Us on LinkedIn​: Stay updated with the latest trends and insights here as well.
