Yougov Plc · LSE:YOU
Yougov — Shopper Perspectives 2025 webinar series: Trend Reality
56 slides from Yougov's conference presentation, Oct 7, 2025
Slide 1: Trend Reality: from signals to strategy
Webinar Trend Reality from signals to strategy 07|10|25
Slide 2: Welcome to our Shopper Perspectives 2025 webinar series
2 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Welcome to our Shopper Perspectives 2025 webinar series! Trend 1 st year Reality Webinar: Webinar: Webinar: 7 October 2025 8 October 2025 9 October 2025 From signals How health How to strategy shapes sustainability consumer
Slide 3: Combining sources to deliver quantified European needs & trends report
3 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Combining sources to deliver our unique, quantified European needs & trends report for the FMCG market 20,000+ Lead and online media sources 21,806 22 Trend quantification of 30 million Consumers European surveyed markets b
Slide 4: Oliver Heyden, Chief Strategy Officer
4 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Oliver Heyden Chief Strategy Officer
Slide 5: Julia Omini, Senior Insights Consultant
5 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Common patterns in diverse trends and needs combined into future-facing growth perspectives Julia Omini Senior Insights Consultant
Slide 6: Trend Narratives
6 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives Worldview Trend Generations Narratives Clear Common patterns Countries state living in diverse trends and Healthspan horizon needs combined into future-facing growth perspectives Categories Future outlo
Slide 7: How the need for control is expressed in diverse ways
7 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives How the need for control is expressed in diverse ways Trend Generations Narratives Clear Common patterns Countries state living in diverse trends and Healthspan horizon needs combined into future-facing
Slide 8: Negative view on future topics
8 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Negative view on future topics Current impact Growing future influence 53% 24% Economy 49% 49% 21% World affairs 39% 42% 24% Environment 48%
Slide 9: Purpose, Control & Growth top fundamental needs in Europe
9 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Purpose, Control & Growth top 3 fundamental needs in Europe % High impact EU-21 Act with integrity & respect Responsibility 52 Take on responsibility & Purpose Do the right thing Think choices through Safety & 47 Seek trust
Slide 10: Diverse worldviews come with different needs
10 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Diverse worldviews come with different needs Shielding approach Commanding approach Feel negatively impacted by developments Feel positively impacted by developments Try to maintain Have an eye for the the status-quo, grea
Slide 11: Shielding approach
11 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shielding approach Feel negatively impacted by developments Self-reflection Try to maintain Indulgence the status-quo, make the most of today Information Shield and protect themselves Protection Stability
Slide 12: The trend galaxy: main clusters
12 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy The trend galaxy: 5 main clusters Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 13: Control and peace of mind by intentional moderation
13 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Control and peace of mind by intentional moderation Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 14: Clear state living
14 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Clear state Clean eating living Zebra striping Mindful eating Like to be in control Organic Detox drinks Reduce mental strain KonMari Method Sober curiosity Skinimalism Cleanfluencers Demure
Slide 15: Sober curiosity
15 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Sober curiosity The nonalcoholic movement reflects a shift toward mindful drinking, prioritizing wellness, mental clarity, and choice, with rising demand for sophisticated low- & no-alcohol alternatives. Health consciousne
Slide 16: Sober Celebrities
16 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Sober curiosity Sober Celebrities German Gen Z role model and Hip Hop superstar Nina Chuba: “I am not that much of a drinker”
Slide 17: Reflection in purchase data
17 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Sober curiosity Reflection in purchase data Young OOH alcohol Gen Z buys less alcohol rejecters growing Value Index Alc. Drinks FY 2024 18-24, rejectors in % MAT 9/22 9,1 Gen Z 75 +24% Boomers 110 MAT 9/24 11,3 Young shopp
Slide 18: Redefining mindful indulgence
18 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Sober curiosity Redefining mindful indulgence Sommelier-like premium Stylish alternatives for water positioning party consumption Rethink portion sizes Enjoyment with non- alcoholic ranges
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Slide 20: Yes, but mindful!
20 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Zebra striping Yes, but mindful! Like ‘flexitarian’ but for drinking Google trends: ‘zebra striping’ searches + 975% in the U.S. over the past year.
Slide 21: Demure
21 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Demure As part of the minimalism megatrend, demure is mostly used in the fashion context, and embraces modest, elegant aesthetics (neutral tones, timeless silhouettes, refined pieces). It offers a calm, quality- driven alt
Slide 22: Semantic expansion in 2025
22 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Demure Semantic expansion in 2025 Minimalist home care 2024 Quiet beauty Beige modest fashion or white minimalistic Clean food furniture Mindful eating
Slide 23: Commanding approach
23 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Commanding approach Feel positively impacted by developments Inspiration Have an eye for the Experience greater good and directional change Discovery Commitment Goals Want to be in the driver seat
Slide 24: Being in command by having clear goals in mind
24 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Being in command by having clear goals in mind Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 25: Healthspan horizon
25 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Healthspan Longevity nutrition Social health horizon Anti-inflammatory diet Resilience Set myself personal goals Hallmarks of health Gut-brain axis Think my choices through Nutrigenomics Prosumer Inflammaging Hyper-aged so
Slide 26: Chronic inflammation & aging
26 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Anti-inflammatory nutrition Chronic inflammation & aging
Slide 27: Anti-inflammatory foods
27 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Anti-inflammatory nutrition Anti-inflammatory foods “A drink a day keeps • Colourful fruit & vegetables the inflammaging away” • Omega-3 fats • Legumes • Berries • Fish • Yoghurt • Whole grains • Nuts & seeds
Slide 28: A fundamental shift in medical perspective
28 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Hallmarks of health A fundamental shift in medical perspective ‘The current understanding of health is based almost exclusively on research into diseases’ Prof. Andreas Diefenbach, Berlin Centre for the Biology of Health,
Slide 29: Cross-generational relevance with different angles
29 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Cross-generational relevance with different angles Boomers want to contribute, favor integrity and stability 23 22 15 14 13 13 12 11 11 11 am authentic act with take on am favor stability protect think my have fun form gen
Slide 30: Which trends fuse opposed generational needs
30 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives Worldview Trend Which trends fuse opposed Narratives generational needs Clear Common patterns Countries state living in diverse trends and Healthspan horizon needs combined into future-facing growth pe
Slide 31: Pursuit of stability and re-living pleasant experiences
31 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Pursuit of stability and re-living pleasant experiences Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 32: Newstalgia
32 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Newstalgia Urban farming Ruralisation Vibe shift Stability over change Protectionism Kidulting Share experiences Hyper-masculism Tradwives Merch-hype
Slide 33: Bring out the inner child
33 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Kidulting Bring out the inner child Haribo "Kids' Voices" Wins ranking of most-liked ads in Germany: Main reason humor for 89% Rank 7 of Europe’s most chosen brands, reaching 43,5% of shoppers in Europe YouGov Brand Footpr
Slide 34: Kidulting
34 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Kidulting Kidulting means adults embrace childlike hobbies, products, or behaviors, often for comfort, nostalgia, or self-expression. It reflects a blending of adult responsibilities with youthful interests, without negati
Slide 35: Adults acting like kids
35 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Kidulting Adults acting like kids
Slide 36: Take a tasty step back in time
36 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Kidulting Take a tasty step back in time McDonald’s Happy Meals for adults Rewinding to shared Complete with retro collectibles! memories The limited-time campaign sold The new brand out quickly, boosting in-store Rewind h
Slide 37: How status and identity varies by countries
37 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives Worldview Trend Generations Narratives Clear Common patterns state living How status and identity in diverse trends and varies by countries Healthspan horizon needs combined into future-facing growth p
Slide 38: Status & identity
38 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Status & identity Higher impact Lower impact Be authentic 77% Stand out in the crowd 29% Bulgaria 54% Belgium 21% High impact for Status & Identity relative per country based on deviation from mean across needs for respect
Slide 39: Seeking refuge in personal sanctuaries
39 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Seeking refuge in personal sanctuaries Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 40: Hiding in plain sight
40 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Hiding in plain sight Soulfood Reduce mental strain Loneliness epidemic Indulge myself Confidence crisis Burn-out generation Hybrid work Loner consumer Self-checkout Neuro-diversity Soft living Cozymaxxing
Slide 41: A new term for a growing phenomenon
41 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Loner consumer A new term for a growing phenomenon ‘Covid has made people genuinely more hermit-like. - Economist ‘Solo spenders are a new economic force – a $600bn-a- year shift in behaviour’ - Economist
Slide 42: Single person households
42 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Loner consumer Single person households Increasing FMCG value Fond of convenience FMCG total value growth Volume share index BE FY ‘24 vs FY ‘21 Convenience Food vs FMCG 23% 18% 137 12% 93 9% 8% 6% 94 87 NL BE 75 1p 2p 3p+
Slide 43: How convenience counts more in the FMCG context
43 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives Worldview Trend Generations Narratives Clear Common patterns Countries state living in diverse trends and Healthspan horizon needs combined into future-facing growth perspectives How convenience counts
Slide 44: What about convenience?
44 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy What about convenience? Rank 1 Rank 2 Rank 2 Rank 3 Rank 7 In FMCG categories, shoppers pay more attention on this need being fulfilled Lowest impact on general lifestyle
Slide 45: Harnessing AI for next generation shopping convenience
45 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Harnessing AI for next generation shopping convenience Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 46: AI ease
46 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy AI ease Digital product passport Hyper-personalization Electronic shelf labels Augmented beauty Value my individuality Retail tech Efficient with my time AI shopping Conversational commerce Digital twins Automated stores N
Slide 47: Beyond the 'buy for me button'
47 Trend Reality 2025 – From signals to strategy Trend Reality 2025 – From signals to strategy AI shopping Beyond the ‘buy for me button’ Strong brands gain significant advantages in AI-mediated interactions. When AI systems trained on billions of data points make recommendations, they naturally fav
Slide 48: How to navigate the future with confidence
48 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Shopper Perspectives Worldview Trend Generations Narratives Clear Common patterns Countries state living in diverse trends and Healthspan horizon needs combined into future-facing growth perspectives Categories How to navi
Slide 49: A technological solution for environmental concerns
49 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy A technological solution for environmental concerns Global Climate & Health & redesign sustainability care Lifestyle Technological transformation explosion
Slide 50: Feeding tomorrow
50 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Feeding tomorrow Planetary health diet Committed to do right Alternative protein Open to try and discover Biotech Synthetic agriculture Koji Microalgae 3D-printed food CRISPR Precision fermentation AI-farming
Slide 51: Alternatives come in all forms
51 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Alternative protein Alternatives come in all forms 3D-printed food CRISPR Koji Protein Microbes Mycelium Microalgae Meat rice Cellular agriculture Precision fermentation
Slide 52: Lead media experts
52 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Alternative protein Lead media experts “In the next decade, alternative proteins will be as disruptive as AI is for worldwide societies” Reasons 1. Global population increase 2. Climate change/ global warming 3. Crop short
Slide 53: Perspectives of Trend Reality we have seen on our trip today
53 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Perspectives of Trend Reality we have seen on our trip today How the need for control is expressed in diverse ways Clear state Which trends fuse opposed living generational needs Healthspan horizon Clear Newstalgia state l
Slide 54: Trend Reality report out now
54 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Trend Reality Trend Reality: From signals to strategy Out now! #Trend Reality report Need-based structuring of 200+ trends, impact score card, regional heat maps, trend glossary, in-market examples, expert views and 19 mar
Slide 55: Hungry for more Shopper Perspectives?
55 Shopper Perspectives Webinar Trend Reality 2025 – From signals to strategy Hungry for more Shopper Perspectives? Trend 1 st year Reality Webinar: Webinar: 8 October 2025 9 October 2025 From signals to strategy How health How shapes sustainability consumer drives real Report decisions shopper Out
Slide 56: Thank you
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