As we enter 2025, it is important to look at how consumer preferences for sustainable fmcg products are likely to evolve in the year ahead. This insight can guide NPD processes, investment decisions, and strategies for sustainability. Furthermore, analysing how companies across various regions and industries plan to allocate resources for sustainability, and reviewing how these investments are manifesting in products launched at the end of 2024, will help prepare for the year ahead as well as providing valuable insight into whether consumer expectations and demands are being met with targeted products and offerings.
Consumers move from being Greenwashed Out to Eco Logical
In 2024, consumers adopted a more practical approach to sustainable consumption. They remained sceptical of slow decision-makers and greenwashing, no longer accepting empty promises or false narratives. Consumers expected organisations to step up but be realistic about what they could achieve, demanding proof of their eco pledges. They also expected companies to ramp up efforts to make sustainable solutions the norm, not a premium, making them more affordable.
High prices relative to non-sustainable alternatives as well as unclear labelling were key reasons stated by consumers as the main barriers to sustainable purchases in 2024
Source: Euromonitor’s Voice of the Consumer: Sustainability Survey, fielded January to February 2024
In 2025, consumers are expected to approach sustainable consumption in a more eco-logical way, viewing sustainable attributes as valuable complementary features of a product rather than the primary purchase motivator. Consumers are more likely to choose sustainable options when these products deliver comparable benefits at affordable prices. As a result, it is essential to integrate sustainable attributes into a product’s core value proposition, addressing the primary needs of the target consumer.
Business strategies towards sustainable product development
In today’s market, companies must innovate responsibly, adhering to strict regulations while meeting the rising consumer demand for transparent and genuinely sustainable solutions. Two thirds of global corporates report the growing consumer pressure on businesses to address issues such as climate change, according to the Euromonitor Voice of the Industry Survey 2024. It is also highlighted by the launch of over 27,000 new fmcg products carrying at least one sustainability claim since 2023, according to Euromonitor’s Innovation Tracker.
However, simply planning sustainable products isn't enough. Consumers demand proof and transparency; hence, accurate sustainability claims can set a brand apart. Despite 59% of businesses planning to develop sustainable products, less than a third plan to invest in certification to avoid greenwashing, presenting an opportunity for fmcg companies to differentiate themselves through authentic and credible sustainability communication.
Editor’s pick: Five innovative sustainable products in Q4 2024
How to target Eco Logical consumers in 2025
Looking ahead, brands should prioritise integrating sustainability into new product development without compromising core consumer needs. Introducing sustainable elements into familiar products can enhance accessibility and encourage easier adoption of eco-friendly options, leveraging a product’s already established familiarity. Sustainable features should strengthen the product's appeal by reinforcing its key attributes like quality, efficacy, durability, health or safety.
When crafting product claims, brands should focus on sustainability features with strong growth potential within their category and market to make offerings more engaging and targeted. Transparent, trustworthy and clear communication of sustainability features, effectively linking them to key purchase drivers, can play a crucial role in motivating consumers to choose eco-friendly options.
Read about innovation in sustainability in our report here.
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To understand how global consumer lifestyles and purchasing drivers are evolving in 2025, download our report, Top Global Consumer Trends 2025, or register for this webinar. You’ll gain new industry insights from our experts who unpack the impact of evolving demands on B2C brands.