【MikMak】2025年电商消费趋势报告_20页_4mb

2025 Consumer Trends Summary

Core Content

This document outlines key consumer trends influencing the retail landscape in 2025, focusing on the growing demand for healthier options and smarter spending across several categories. It emphasizes the importance of omnichannel strategies, data-driven insights, and adapting to evolving consumer preferences to drive growth and profitability.

Main Trends and Insights

1. Health and Wellness Dominance

• The wellness industry remains a major driver of consumer interest and retail growth.
• Walmart leads in both Grocery and Health & Wellness categories, showing strong consumer preference.
• The global wellness economy showed resilience post-pandemic, with wellness real estate growing by 18.1% annually from 2019 to 2023.

2. Grocery Trends

• 94% of consumers prioritize healthier choices when purchasing food and beverage products.
• Grocery brands are seeing increased traffic but slightly decreased conversion rates, suggesting more research and consideration.
• Social platforms account for 67.6% of online traffic for Grocery, while 'Better for You' Grocery products see 78.7% of traffic from social media.
• Walmart is the top retailer for Grocery brands, followed by Amazon and Instacart.
• Purchase Intent for Grocery brands decreased slightly from 2.3% in 2023 to 2% in 2024.

3. Alcohol & Non-Alcoholic Beverages

• Non-Alcoholic Drinks are gaining popularity, especially among Gen Z and millennials, with a predicted market value of $528.4 billion by the end of 2024.
• Social media dominates traffic for both Alcohol and Non-Alcoholic Beverages, with 96.5% for Non-Alcoholic Beverages.
• Walmart is the preferred retailer for Non-Alcoholic Beverages, followed by Amazon, Target, and Instacart.
• Purchase Intent for Alcohol decreased from 6.5% in 2023 to 5.3% in 2024, while Non-Alcoholic Beverages showed a strong shift in consumer interest.
• Brands are advised to focus on Non-Alcoholic or healthier beverage options to align with consumer preferences.

4. Personal Care

• Social platforms are the main source of traffic, accounting for 91.5% of online traffic.
• Conversion rates are higher on social channels, indicating strong consumer engagement.
• Walmart and Amazon are the top retailers for Personal Care products.

5. Health & Wellness

• Social media is the primary channel for traffic, making up 68.8%, followed by video at 19.4%.
• Conversion rates for Health & Wellness products have increased, with 3.2% in 2024 compared to 2.8% in 2023.
• Walmart leads in consumer preference for Health & Wellness products, followed by Amazon, Target, CVS, and Walgreens.

Key Predictions and Recommendations

• Better for You products are expected to continue and accelerate in popularity.
• Brands should adopt omnichannel strategies, staying close to data and meeting consumers where they are.
• Diversifying ad spend and enabling shoppable media across multiple channels is essential for growth.
• Leveraging first-party data will help brands understand consumer behavior and optimize their strategies.
• Introducing Non-Alcoholic or healthier beverage options can align with consumer trends and preferences.

Success Stories

• Delsym upgraded to MikMak 3.0 and saw a significant increase in purchase intent.
• Hello Cake achieved category-leading purchase intent rates through MikMak.
• Ricola successfully launched shoppable influencer campaigns using MikMak.

MikMak's Role

• MikMak provides data-driven insights and compliance controls to help brands navigate the retail media landscape.
• The MikMak Shopping Index offers a standardized set of metrics and benchmarks for understanding consumer behavior across hundreds of brands, over 250 channels, and more than 7,000+ retailer integrations.

Additional Resources

• Brands are encouraged to read more about new product launches and market strategies in MikMak's blog and eBook.
• The report covers insights from 1/1/24 to 11/19/24, providing up-to-date consumer behavior data.

Conclusion

Consumers in 2025 are more focused on health and wellness, smart spending, and omnichannel engagement. Brands that adapt to these trends by offering healthier products, leveraging data insights, and utilizing shoppable media across multiple platforms are better positioned to succeed in the evolving retail landscape.