19 / Apr
Top 5 Trends to Watch in the UK in 2025
Consumer sentiment in the UK is on the rise, ticking upwards for the 2nd month in a row in March.[1] Many Brits are feeling more positive about their financial situations and the broader economy, a reflecting the stability last seen in mid-2019 before the pandemic turned the world upside-down. [2] This renewed sense of confidence paves the way for exciting new consumer trends to emerge and shape the marketplace.
Social Commerce:
Social commerce is transforming the way consumers shop, making it easier than ever to discover and buy products. Shoppers are often completing their entire buying journey without ever leaving the social media platform. TikTok shop is leading this trend, with 46% of consumers in UK making purchases directly through social media rather than an online store. [3] This trend is causing online retailers to rethink the consumer journey entirely.
Sustainable Spending:
Despite the rising living costs and inflation, British consumers are willing to spend an average of 9.7% more on sustainably produced or sourced goods. [4] A recent survey noted that 85% of UK consumers say climate change directly affects their daily lives. As a result, more shoppers are supporting brands that embrace eco-friendly practices, which is challenging other brands to catch up.
Health and Wellness:
UK consumers are drinking less alcohol, exercising more and prioritising healthy eating more than ever before. They are avoiding unhealthy ingredients while embracing foods that support a healthier lifestyle. According to a recent survey, over 60% of people in the United Kingdom are making significant efforts to adopt better eating habits and one in four Brits are now seeking low or no added sugar options, highlighting the need for brands to include healthy options in their product range. [5]
Holidays and Travel:
Consumer travel habits are evolving, with spending on holidays and travel seeing a notable rise. The 18-24 age group is driving this trend, reporting a 28% increase from July to September 2024. Social media is reshaping how younger generations plan their trips, with 42% of Gen Z turning to TikTok for travel inspiration. This shift is redefining how discover and plan their journeys. [6]
Grocery Delivery Subscription:
Grocery delivery is revolutionising the way consumers shop, offering unparalleled convenience for accessing essentials. Shoppers can now choose from options like omnichannel, quick commerce, and direct store delivery, streamlining the entire experience. [7] This trend highlights the rising demand for quick, contactless solutions, especially in rural areas where traditional supermarkets are less accessible.
[1] UK consumer morale inches up to three-month high in March
[2] What are consumers spending in Q3, KMPG, October 2024
https://kpmg.com/uk/en/home/insights/2024/10/consumer-pulse.html
[3] Consumer and retail sector overview. KMPG, 2024
[4] Consumers willing to pay 9.7% sustainability premium, even as costs of living and inflationary concerns weight; PwC 2024 Voice of the Consumers Survey, PwC, May 2024
[5] Health and wellness food trends in the United Kingdom – statistics and facts, Statista, February 2024
https://www.statista.com/topics/6843/health-and-wellness-food-trends-in-the-uk/#topicOverview
[6] Facing Travels Future – A future consumer industry report, Deloitte, April 2024
[7] Grocery Delivery – United Kingdom, Statista, July 2024
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