This is a time of disruption, but customers still want to do what’s right and be wowed
“At a time of change, we must stay focused on the consumer.”
PepsiCo
their primary motivation for conscious buying in the beauty sector is personal wellness benefits (Nielsen IQ). This trend is here for the long-term, with 70% of Gen Z prioritising wellness (McKinsey). Consumers may be changing fast and expecting more, but they’re open and engaged, with brands responding by investing in: 1. Agility “The velocity of change keeps me up at night,” said Jose Antonio Fernandez Garza-Laguera, CEO at FEMSA RETAIL. The company is addressing this concern by innovating in regions, failing fast and adapting based on results. Another example of agility was seen within a clothing company that revealed at the Summit how it was using AI to reduce timelines from 40 to 8 weeks. 2. Omnichannel Engaging customers both in store and online has long been seen as the ideal state but the need for a seamless balanced experience has never been clearer.
Despite consumers prioritising price amid global cost-of-living pressures, that’s far from their only consideration. Value, quality, choice and availability remain key, but sustainability, wellness and personalisation are also emerging as significant drivers. According to the Voice of the Consumer 2025 by PwC, decision complexity is growing, with food concerns including ultra-processed foods, pesticides, safety, additives and preservatives, and nutritional value. 82% of consumers worry about climate change and nearly half (49%) would pay more to support the health of the land and environment. But consumers are also excited about the opportunities of today and are “aspirational, health-focused and tech- driven”. The picture is similar in the fast-growing global beauty industry with consumers wanting sustainable ingredients that are clinically-backed, as well as personalisation, wellness integration and sensorial experiences. 20% of consumers in the UK/US and 30% in China seek personalised and biometric products and 61% of consumers say
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