English Summary: The 2025 global consumer trends are shaped by economic pressures, technological advancements, and evolving values. Key shifts include a stronger focus on health and wellness, moving from disease treatment to prevention and holistic well-being, with significant growth in health tech and the impact of GLP-1 drugs. Rational and value-driven spending is prevalent due to economic uncertainty, leading consumers to seek higher cost-performance ratios, embrace private labels, and reduce non-essential expenses.
Technology integration is paramount, with Artificial Intelligence (AI) enhancing personalized experiences and efficiency, and an omnichannel approach blurring online and offline shopping boundaries. Consumers prioritize simplicity and convenience, redefining "CP value" to encompass the entire shopping process, including ease of acquisition, return, and upgrade. Environmental awareness has become a practical consideration, with a willingness to pay more for truly sustainable products. Furthermore, consumers increasingly value unique experiences over material possessions, emphasizing "experiential consumption". Data privacy and brand trust are critical concerns. Generational differences, particularly with Gen Z, highlight preferences for socially responsible brands, secondhand goods, and comfort with AI. Overall, understanding the diverse "customer profiles" (including generations, cultures, and values) is crucial for effective marketing strategies.

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