What’s in
store for
brands in
2025

Not all sales translate to true growth

While maximising sales volume is a key objective, it's crucial to deconstruct the impact of sales and discern which sources of growth bring true incrementality and drive long-term business success.

Too many choices, too
little time

Consumers are now faced with an overwhelming array of choices, making it more challenging than ever for brands to stand out. Brands must go beyond price and develop unique value propositions and strategic channel strategy to differentiate themselves on a crowded market.

The rise of home care and personal care

While food & beverages sectors are facing volume challenges, home care and personal care remain the key drivers. Brands and manufacturers must adeptly understand and capitalise the divergent trends taking place in these sectors.

Connecting with consumers in the moment

Consumers no longer seek products only to fulfil basic needs. Success for brands lies in understanding the unique needs and motivations of different consumer segments and connecting with them at the precise moment of consumption.

Addressing complex consumer needs

Consumer health needs are becoming increasingly sophisticated and nuanced. This necessitates the development of "better-for-you" innovations that go beyond basic functionality and address the specific needs of diverse consumer segments.