2025 isn't just another year; it's a turning point for CPG (consumer packaged goods) brands.
Today's CPG consumers are more informed, more values-driven, and more demanding than ever. They're shopping with their health, ethics, and wallets in mind, and they're not afraid to ditch brands that don't meet their expectations.
In our latest CPG consumer insights report, "Winning the CPG Consumer in 2025" we analyzed the most urgent CPG consumer trends and growth strategies transforming the landscape for midsized North American consumer packaged goods (CPG) brands. What we found was clear:
Brands that embrace personalization, wellness, sustainability, and digital-first experiences are seeing:
- 3.2x faster revenue growth
- 2.8x higher valuation multiples than the industry average
But here's the thing: the window to adapt is closing.
The 8 Consumer Trends Shaping the Future of CPG Consumer Packaged Goods
If you're looking to future-proof your CPG - consumer packaged goods brand, these six trends are your roadmap. Here's a quick look at what's inside the report and why you should download the full version today.
1. Consumers Are Changing, Fast
Today's CPG consumer is no longer shopping based on just price or brand familiarity. They're shopping for themselves, their health, their values, and their beliefs.
Some eye-opening stats:
- 72% are willing to pay a premium for health-focused, personalized products
- 68% actively avoid brands with poor sustainability practices
- 56% say they're willing to switch brands just to save money
What does this mean? You're no longer just selling CPG consumer packaged goods, you're selling trust, relevance, and impact.
Want to know how leading brands are doing it? Our report breaks down the data, strategies, and tools they're using, including CPG consumer insights data and case studies you can learn from.
2. The Age of Hyper-Personalization Is Here
In 2025, personalization isn't a "nice to have"; it's a growth engine. The brands that are thriving today are those using AI to deliver deeply customized experiences that resonate with individual lifestyles, habits, and goals.
Example: Proven Skincare. They used AI to cut development time from 18 months to 11 weeks, and boosted retention to 92% with a personalized regimen builder.
AI use cases in CPG consumer packaged goods include:
- Smart recommendations
- Custom product formulations
- Dynamic pricing & promos
- Sentiment tracking + trend forecasting
With tools like Peekage, you can get the CPG insights that feed this personalization engine, before launch.
3. Wellness Is the New Shelf Space Winner
From gut health to immunity, shoppers are making the health benefits of consumer CPG products a top priority. The demand for functional, clean-label, and wellness-focused CPGs has exploded.
Case in Point: Olipop. Their prebiotic sodas (gut-health boosting + delicious) saw a 340% YoY revenue jump with a 68% repeat rate in 90 days.
Other high-impact trends:
- Probiotics, prebiotics, postbiotics
- Personalized nutrition & supplement packs
- Clean-label ingredients and transparency
If you're not already innovating in functional wellness, 2025 is your year to start.
4. Sustainability Isn't a Trend, It's Table Stakes
Sustainability used to be a differentiator. Now it's a baseline expectation.
71% of CPG consumers will switch brands for better sustainability practices.
Leading practices include:
- Compostable & refillable packaging
- Blockchain-powered sourcing transparency
- Carbon-neutral & regenerative business models
Applegate Farms' eco-friendly and ethical practices earned them stronger retail partnerships and market share.
Want to turn your impact into a growth story? The full report shows you how.
5. Digital-First Commerce Is the New Normal
The shopping journey has gone digital, and CPG direct to consumer brands needs to meet consumers where they are.
Trends that matter:
- Social commerce (TikTok, Instagram, Pinterest)
- AR product try-on
- Voice search + AI-powered discovery
Example: Clare Paint integrated AR so shoppers could visualize paint colors at home, boosting conversions by 25% and slashing sample requests by 60%.
It's not just about having a website anymore. It's about building an immersive, shoppable brand experience.
6. Subscription Models Are Redefining Loyalty
CPG direct-to-consumer consumers want convenience, personalization, and value, and subscription models are delivering.
Brands like Care/of (vitamins) and Grove Collaborative (eco-cleaning) are using subscriptions to:
- Cut acquisition costs
- Increase order frequency
- Build high-retention, high-LTV consumer bases
AI + first-party data = personalization at scale.
If you're not experimenting with subscriptions, now is the time.
Read more: Practical Guide to CPG Growth in 2025
7. CPG Data Strategies: Turning Consumer Insights into Action
Today's most agile CPG (consumer packaged goods) brands aren't just collecting data; they're translating CPG consumers into rapid product, pricing, and channel decisions.
Types of Data CPG Brands Use Effectively:
| Data Type | Use Case | Example Brand |
| First-party consumer data | Personalized offers & product bundles | Care/of (personalized vitamins) |
| Usage & behavior analytics | Retention-focused reformulation | Proven Skincare (AI skin diagnostics) |
| Social listening & sentiment | Forecasting trends, product feedback loops | Grove Collaborative (eco feedback) |
| A/B Testing on landing pages | Optimize DTC funnel & messaging | Magic Spoon (cereal) |
| Trial sampling feedback | Innovation testing before full launch | Peekage users |
How to implement:
- Use survey platforms or sampling tools like Peekage to test new SKUs.
- Segment your audience to understand who responds to what and why.
- Apply machine learning models to predict churn or upsell timing.
8. Omnichannel Success in CPG: Beyond Online vs Retail
The myth of "online vs retail" is over. Winning consumer CPG brands are blending CPG direct to consumer channels with strong retail execution for maximum reach and margin.
Top Omnichannel Tactics in 2025:
| Tactic | DTC Benefit | Retail Benefit | Brand Example |
| Unified pricing strategy | Prevents undercutting | Builds trust | Oatly (same price online/in-store) |
| QR code on-pack linking to survey | Drives DTC reorders | Collects retail insights | Lemme (Kourtney K supplements) |
| Retail-exclusive bundles | Brand freshness via exclusivity | Higher store foot traffic | Function of Beauty (Target collab) |
| TikTok-style “shop the look†videos | Boosts product discovery | Creates omnichannel content reuse | Sephora (co-branded UGC) |
What to do next:
- Audit your pricing & promotions across channels
- Use in-store QR codes to bring offline consumers online
- Sync your PIM and inventory systems to streamline CX
Read more: CPG Retail Marketing Strategies: Driving Consumer Engagement and Sales
Conclusion
The CPG consumer industry in 2025 isn't just evolving, it's being reinvented.
If you're a midsized brand, this is your window to lead. By investing in CPG consumer, personalization, wellness, and sustainable innovation, you can not only keep up but you can leap ahead.
Get the full report to dive deeper into these six trends, real-world brand examples, and actionable playbooks you can start using now.
