Consumer packaged goods trends: what’s shaping the future of CPG?

In the United States alone, the CPG sector was valued at around $2 trillion* as of March 2024. Consumer packaged goods typically experience steady demand and favorable margins, and when compared to other kinds of goods, are historically less affected by economic shifts. 

However, following the 2024 US presidential election — and Republican campaign promises to enact high tariffs on imported items from China, Mexico, Canada, and other countries — CPG companies that source internationally may face cost increases. 

Plus, high market saturation and low consumer switching costs mean that CPG businesses must constantly evolve to keep up with consumer demand.

These factors and more will play a large role in shaping the CPG industry trends that will define 2025. Let’s take a look. 

The role of consumer behavior in CPG trends

This past year has seen major shifts in consumer behavior — thanks to the economic uncertainty brought on by global inflation, paired with other significant consumer concerns such as international conflict and climate change. As brand loyalty becomes ever-more important, understanding consumer behavior has never been more crucial for CPG brands’ success.

Because consumer packaged goods have such short lifespans, consumers make choices about their purchases more regularly. Every time they replenish a product, they’re presented with an opportunity to try something new — and there’s no shortage of new brands to sample. 

Companies that can respond to these shifts with agility and cost-effectiveness will be able to maintain their competitive edge, while others may struggle to cut through the noise.

Additionally, as global concern over climate change and other environmental issues has grown in recent years, so has consumer awareness about the environmental impact of the products they buy. Whether in eco-friendly packaging or sustainable production, consumers have been increasingly turning towards brands with environmentally responsible practices. 

In 2025 and beyond, sustainability is set to become the CPG sector’s newest mainstay. Other influential consumer-driven trends include the shift toward ecommerce over traditional retail channels and the rise in home delivery.

What are the top CPG trends for 2025?

Though consumer confidence has climbed in several markets, we’re observing general downward trends in brand loyalty and traditional retail models. This is further impacted by the rapid expansion of AI, growing consumer concern over the effects of climate change, and shifts in supply chain innovation. 

These factors will continue to influence the CPG market in 2025. And the increase in brand switching among consumers will mean that responding to these trends is more important than ever. 

The top consumer packaged goods trends for 2025 include sustainability, health-conscious products, omnichannel shopping, direct-to-consumer (DTC) brand strategies, and subscription models.

1. Sustainability

Packaging drives just over a quarter of the world’s plastic production, with nearly half of this figure comprising single-use plastics. And with an ongoing rise in eco-consciousness, product packaging has become a major consideration for consumers. 

Many consumers feel that the environmental responsibility of CPG packaging should fall on the companies themselves. Plastic packaging, in particular, has come under fire. 

Consumers — prioritizing both the environment and their own health — have increasingly turned away from products with this unsustainable packaging in recent years. Meanwhile, brands with biodegradable or otherwise more eco-friendly packaging have made rapid gains. 

The demand for sustainability will continue in 2025, as one in three UK consumers say they’re willing to pay up to 10% more for sustainable products.

2. Health-conscious products

The health and wellness market continues to trend upward, with international growth of up to $1.8 trillion, according to McKinsey & Company. In the US, this growth rate is as much as 5–10% each year.  

A key feature of this consumer trend is its broad appeal across demographics, with Millennials and Gen Z leading the charge. 

McKinsey also reports that two of the biggest wellness spending areas for these generations are cosmetic and health products, which include haircare, skincare, over-the-counter medicines, and vitamins.

In Europe, consumer spending on wellness has remained steady despite inflation concerns.  CPG businesses seeking a competitive edge in 2025 would do well to explore this growing market.

3. Omnichannel shopping experiences

Whether across the multitude of devices consumers use or their experiences in-store, convenience is still king. 

Consumers expect a frictionless, cross-platform purchasing experience at every step of their journey with you. This has led to the push for CPG companies to create seamless omnichannel shopping experiences. 

Companies are already implementing omnichannel shopping experiences in a myriad of ways, from “buy online, pickup in-store” to “scan and go” technologies. Walmart saw a 27% rise in global ecommerce sales in the third quarter of 2024, which comes as the CPG giant pivots towards prioritizing consumer convenience. 

More than 50% of European consumers already integrate omnichannel shopping into their experiences in some sectors, and this is expected to increase in the coming years.

4. Increase in direct-to-consumer sales

The direct-to-consumer (DTC) retail model has made significant gains this year, and is also likely to continue its climb in 2025. In 2024, the US DTC market had an estimated worth of nearly $200 billion. This growth is largely thanks to the availability of advanced retail technologies. 

Big-name brands like Pepsico already made the leap into DTC during the pandemic. And evolving digital channels are making it easier for small and mid-size CPG businesses to branch into this model, too. According to McKinsey & Company, using AI within a DTC model presents a significant opportunity for sales growth in key CPG sectors like beauty. 

The DTC model brings a range of benefits, including cutting down on supply chain costs, more direct access to consumer data, and larger profit margin potential. With DTC strategies earning increasing profits in the CPG sector, this trend is one to watch in 2025.

5. Subscription models

Closely linked to the DTC model is the subscription model — another CPG industry trend to keep a close eye on in 2025. For consumers, subscription models bring valuable benefits such as free shipping, discounts, and personalized experiences. For CPG brands, the subscription model can bring a steady stream of income, reduce the number of purchase journeys, and add more dynamic pricing options.

This model has been defined by influential box subscription startups such as Dollar Shave Club, HelloFresh, and BarkBox. However, subscription models have increasingly been adopted in other formats, too. 

A key example is Amazon’s “Subscribe & Save” feature, which allows sellers to discount recurring purchases. This can help secure and grow their sales while offering flexibility and convenience to consumers.

How to use these trends in your strategy

Many of these trends have been steadily gaining steam in recent years. Here’s how you can harness them to improve customer satisfaction and boost your bottom line. 

• Adopt eco-friendly packaging: Those that haven’t already should pivot towards eco-friendly packing solutions, like compostable or biodegradable materials. You can also consider sustainable packaging alternatives like hemp, paper, polylactic acid (PLA), cellulose, and seaweed. Another sustainable packaging option that 74% of consumers are interested in is refillable products, which can also include dilutable concentrates or container return programs. 

• Modify your product offerings: Explore wellness products to capitalize on Millennial and Gen Z interests. Top consumer preferences in this space are quality, efficacy, and price, so CPG businesses should focus on products backed by science. This may involve a simple pivot in marketing towards the functional benefits of their products. Or, you may need to seek out third-party certifications to boost your product’s credibility. 
• Focus on an omnichannel journey: Craft smooth and cohesive omnichannel experiences to meet consumer expectations around convenience. For example, find new ways to integrate your online platforms in-store, offer options to buy online and collect in-store, or implement scan and go tech. Digitization and AI are key tools in this space and can help you to craft personalized experiences for your consumers.
• Create dedicated DTC retail spaces: Ensure your buyers have the freedom to shop however they choose. Whether in the form of pop-ups, websites, or even social selling marketplaces, invest in DTC. 
• Integrate subscriptions: Whether using a membership model, subscription box, or a subscribe and save offering, CPG businesses should consider adding this to their repertoire to cater to budget-conscious and environmentally aware buyers. 

How Attest can help you track CPG trends

With consumers changing their minds at the speed of a TikTok video, you need to understand what your buyers value and why. 

Attest’s powerful survey platform can connect your business to 150+ million consumers across 59 countries. The platform offers an easy-to-use survey builder where you can create surveys targeted to niche audiences and gather a combination of qualitative and quantitative data. 

Gather reliable responses in days, with three layers of checks to ensure quality data. Then, access, analyze, and visualize your insights via an interactive dashboard. What’s more, we provide expert support throughout the entire research process.

Whether you’re looking to guide strategic decision-making, improve your sales and marketing, or research opportunities for new products, our templated research platform makes it easy to uncover valuable insights and build a stronger CPG brand in 2025.

Keep up with the CPG trends shaping the future

As the CPG sector continues to evolve, so too will the trends that define it. Understanding how consumer behavior affects the CPG sector will be key for businesses and brands looking to nail their strategies in the coming years. 

Growing consumer concerns driving the sustainability and wellness sectors will influence the success of CPG products. Shifting technologies will continue to drive demand for innovation and omnichannel shopping experiences. And consumer expectations to shop however they please will continue the demand for DTC shopping and subscription model pricing.

With decreasing customer loyalty and a bloated market, you need to stay ahead. Embrace these trends in your sales and marketing, diversify your product offerings to meet new market demand, and leverage emerging retail technologies to offer diverse and elevated shopping experiences.