【尼尔森IQ】2025年产品内容体验报告：消费者需求、健康理念升级及新兴技术探索_44页_5mb

2025 Product Content Experience Summary

Core Content and Main Themes

The 2025 Product Content Experience document outlines the evolving landscape of consumer behavior, emphasizing the interplay between shopper priorities, health and wellness trends, and omnichannel retail innovations. It also highlights the growing influence of emerging technologies and private label growth in shaping the retail and brand strategies for the year.

Main Shopper Priorities and Financial Challenges

Key Trends

• Rising Food Costs: Shoppers are spending 17% more on groceries than in 2022 due to inflation and supply chain disruptions.
• Price Sensitivity: Consumers are increasingly opting for private label and discount stores for value-driven purchases.
• Inflation Impact: Discretionary categories such as Confectionery & Snacks, Pet Food, and Home Care experience higher inflation, while Essential Goods like Health Care and Fresh Food see more moderate price increases.
• Spending Intentions:
  • Spending More: Fresh Produce, Health & Wellness, Fresh Meat, and Dairy are top priorities.
  • Spending Less: Alcoholic Beverages, Snacks & Confectionery, and Prepared Food.
  • Value-Based Choices: 65% of shoppers switch to large, bulk pack sizes; 52% prefer smaller pack sizes for cost efficiency.
• Purpose-Driven Spending: Shoppers are avoiding waste, spending more time at home, and planning ahead to manage their budgets.

Key Consumer Behaviors

• Health-Conscious Decisions: 62% of shoppers cite healthfulness as a key driver for food and beverage purchases.
• Transparency Demand: 94% of customers are likely to show loyalty to brands with complete transparency.
• Weight Loss Management: GLP-1 medications are driving significant FMCG spending, with users spending $18,537 annually, compared to $16,582 for lifestyle changers and $16,974 for those using other medications.
• Inclusivity in Health: Women's health is gaining attention, with 80% of healthcare purchasing decisions made by women. However, less than 2% of healthcare research focuses on female-specific conditions beyond oncology.

Health and Wellness Revolution

Overview

• Health and wellness are at the forefront of consumer priorities, with a strong focus on transparency, functional benefits, and dietary alignment.
• Brands and retailers are encouraged to position themselves as partners in wellness journeys, providing clear, detailed, and accurate product content.
• Attribute Iconography is emerging as a powerful tool for enhancing discoverability and personalization in health and wellness categories.

Key Insights

• Functional Foods: Products that support specific health goals (e.g., low-sodium, sugar-free, high-protein) are in high demand.
• Health Education: Social media and digital tools are increasing awareness and engagement around health and wellness.
• Omnichannel Integration: Shoppers expect seamless, consistent information across both in-store and online platforms.

Expanding Omnichannel Landscape

Overview

• The omnichannel retail experience has become more complex and diverse, with shoppers engaging across 7 key touchpoints.
• Innovations such as ChatGPT, Apple Vision Pro, and social commerce are reshaping the shopping journey.

Key Touchpoints

• Traditional Retail
• Direct-to-Consumer (DTC)
• Marketplaces
• Social Commerce
• B2B Commerce
• Metaverse
• Last-Mile Delivery Solutions

Key Strategies

• Brands and retailers must integrate content across all channels, ensuring consistency and transparency.
• Private Label is becoming a major growth driver, with 53% of retailers expecting it to be their number one growth area.
• Consumer Perception Shift: Private label is now seen as a premium or comparable alternative to branded products, especially in health-conscious markets.

Private Label Growth

Key Insights

• Private Label is growing rapidly, contributing nearly 8% of CPG sales growth in 2024.
• Top Markets: Switzerland, the U.K., and Spain are the most developed for private label.
• Emerging Markets: Middle East and Latin American markets have significant potential for growth in private label adoption.

Growth Drivers

• Increased Retail Investment: Retailers are investing in packaging, naming conventions, and product development to enhance private label visibility.
• Adoption Across Segments: Private label is gaining traction among millennial and Gen Z shoppers, as well as across value-based, mid-value, and premium categories.
• Market Consolidation: Larger retailers are consolidating and investing in private label innovation, including sustainability, organic, and functional product lines.

Conclusion

The 2025 Product Content Experience emphasizes the need for transparent, value-driven, and personalized product content to meet the evolving needs of health-conscious, value-sensitive, and tech-savvy shoppers. Brands and retailers must adapt to omnichannel expectations, leverage attribute iconography, and embrace private label innovation to remain competitive and foster shopper loyalty in a challenging economic environment.