Acosta Group is a collective of trusted retail, marketing, and foodservice agencies that develops strategic solutions for its clients and guides them through the evolving commerce landscape. The organization’s annual insights provide a clear view of evolving consumer behaviors for brands, retailers, and foodservice operators amidst ongoing economic uncertainty. In December, Acosta announced its 2025 consumer predictions; primary takeaways include a redefined focus on value, offerings, and shopper connections and experiences.

Compiled by Acosta Group retail experts and industry thought leaders, the 2025 predictions are based on comprehensive research as well as studies conducted throughout the year with the company’s proprietary shopper community and its brand and retail partners. According to these predictions, a new definition of “value” drives shopper decisions; consumers crave affordable indulgence away from home; shoppers’ in-store experience is a new canvas for retail media; shoppers embrace effortless shopping in their social feeds; and empowered shoppers will drive a wave of change in health and wellness.

“Consumers have become very astute value seekers, reshaping the overall retail experience by demanding more than discounts,” according to Kathy Risch, Senior Vice President, Thought Leadership and Shopper Insights, Acosta Group.

While price remains key and numerous retailers are touting their price cuts on thousands of items, consumers are looking for authentic connections with brands and retailers. Those who align with shoppers’ values, definitions of quality, and experiences are gaining loyalty. The premiumization trend is expected to grow in 2025, with consumers willing to pay for gourmet ingredients and unique flavors that reflect broad cultural influences.

“Foodservice operators are being driven to elevate the consumer dining experience with distinctive, indulgent offerings, while simultaneously resetting value equations to meet consumer demand,” adds Risch.

The foodservice outlook remains complicated in 2025. Acosta Group officials say affordability will continue to be important to diners, as will an elevated overall experience, requiring operators across the channel to reset their pricing strategies and emphasize everyday value in their marketing plans. Amidst ongoing economic uncertainty, the “little treats” trend of permissible indulgence continues to grow, providing fun quality at agreeable price points. Successful operators are creating unusual, trendy, Instagram-worthy dishes to drive visibility and traffic.

Most retail sales continue to occur in stores, with the seamless integration of digital retail apps, pre-trip online research, and online purchasing. Brands and retailers have recognized that stores are powerful platforms for dynamic retail media, providing opportunities to enhance shopper engagement by building personalized connections and delivering measurable value to customers. Advanced AI-driven technologies are empowering personalization tailored to individual shopper behaviors.

Smart carts, an alternative to storewide digital screens for retailers, are gaining positive feedback from shoppers. The retailer app is the most powerful in-store media tool, combining first party data with in-store traffic insights. The challenge for retailers is helping shoppers balance the benefits of these increased levels of personalization with a perceived loss of privacy.

In terms of health and wellness trends, Acosta Group research recommends that brands and retailers recognize that consumers are paying more attention to food labels and ingredients than they have in the past; understand which health, wellness, and diet information is most important to consumers; and focus on transparency, health education, and tailored products that position them as trusted partners in consumers’ health journeys.

Acosta Group comprises Acosta, ActionsLink, CORE Foodservice, Crossmark, Mosaic, Premium Retail Services, and Product Connections. The organization provides sales services, digital strategy and business intelligence solutions to connect consumers with the brands they love. Acosta opened its Hacienda office in September 2015.

For more information about Acosta Group, please visit www.acosta.group.