After several years of successive shocks, consumers say they are generally more confident. “Consumers have adapted to a succession of crises, making them more resilient, but not necessarily more financially comfortable,” the firm points out.
Globally, 30% of consumers believe they are in a better financial position than a year ago, a slight increase.

At the same time, 32.8% say they are worse off, mainly due to the rising cost of living.
Inflation, constrained spending, and economic uncertainty continue to weigh on budgets.

More intentional purchases

In this context, every expense must be justified. According to NielsenIQ, consumers are not automatically reducing their purchases, but are making more careful choices and changing the structure of their spending.
The data shows that certain categories are holding up better than others. Health and beauty care is expected to grow by 2.1% in volume in 2025, one of the most dynamic categories globally.
In the United States, annual household spending in this segment is up 8%, driven by an increase in purchase frequency.

Simplicity as a new premium value

“Consumers want fewer choices, but better choices.” Simplicity is becoming a differentiating factor, both in terms of product offerings …