Meet Ryan, a young professional in Singapore who, just five years ago, couldn’t afford the high fees of traditional wealth management services. Today, thanks to robo-advisors like StashAway, she not only manages her investments effortlessly but also watches her portfolio grow with personalised, data-driven strategies.

Wealth management is undergoing a digital revolution, redefining how individuals invest, save, and secure their financial futures. Technology is shifting the industry from an exclusive service for the wealthy elite to an accessible, data-driven platform that empowers investors of all demographics. From robo-advisors providing affordable investment entry to AI-driven platforms offering hyper-personalised recommendations, the landscape is rapidly evolving.

Across Western and Asian markets, technology bridges traditional financial institutions and modern investors, democratising access and fostering inclusivity. Innovations like blockchain enhance transparency and security, making wealth management more efficient and reliable. As these technologies converge, they redefine the industry by reshaping portfolio construction and expanding participation to a broader audience.

Trend 1: The Rise of Robo-Advisors

The rise of robo-advisors in 2008 marked a new era of financial innovation, opening doors for everyday investors.

Think of robo-advisors as your financial GPS, guiding you through the intricate investment routes without needing a human navigator. These automated platforms leverage sophisticated algorithms to provide investment advice and portfolio management with minimal human intervention, offering a more affordable and scalable alternative to traditional advisory services. This shift marks a move from high-cost, exclusive services to a more inclusive model catering to a wider audience.

As digital culture continues to ascend, dozens of firms have developed their proprietary models to tap into this burgeoning market. These companies leverage advanced algorithms and user-friendly platforms to provide personalised investment strategies, making wealth management accessible and efficient for millions of investors worldwide.

Accessibility and Affordability

Millions now rely on robo-advisors for efficient, affordable investment management.

In the US, platforms like Betterment and Wealthfront lower investment barriers, enabling users to begin with minimal capital. They offer personalised investment strategies tailored to individual risk tolerance, goals, and financial situations—all without the need for a human financial advisor. This accessibility has opened wealth management to individuals who previously found traditional services inaccessible due to high fees or minimum balance requirements.

Key Benefits of Robo-Advisors:

  • Affordability: Lower fees compared to traditional advisors.
  • Accessibility: Minimal initial investment required.
  • Personalisation: Tailored strategies based on individual goals and risk tolerance.

Global Adoption and Market-Specific Innovations

In Asia, the adoption of robo-advisors has been equally transformative. Platforms such as StashAway in Singapore and Welab Bank in Hong Kong are leading the charge, catering to a tech-savvy, young population that values convenience, low costs, and digital accessibility. These platforms enable users to set financial goals, automate investments, and receive real-time portfolio adjustments based on market conditions, aligning with the preferences of younger investors who prefer a hands-off approach.

Investors like the Operational Efficiency and Data-Driven Strategies of Robo-advisors

Robo-advisors analyze vast financial datasets to provide useful insights. Features like tax-loss harvesting, automatic rebalancing, and diversified asset allocation enhance returns without human bias. This systematic, data-driven method provides stable investment management, unlike traditional financial advisors, who can be inconsistent and less available.

Operational efficiency of robo-advisors vs. traditional advisors.

Operational AspectRobo-AdvisorsTraditional Advisors
Cost (Fees)Lower fees, typically 0.25% – 0.50% annuallyHigher fees, ranging from 1% – 2% annually
AccessibilityHigh accessibility, minimal or no minimum investmentLimited accessibility, often requiring high minimums
Transaction SpeedFast processing, real-time adjustmentsSlower processing, manual adjustments required
PersonalisationAutomated personalisation, based on algorithmsHigh personalisation, based on advisor’s expertise
TransparencyHigh transparency, clear fee structuresVariable transparency, depends on advisor
ScalabilityHighly scalable, can serve a large number of clientsLimited scalability, constrained by human resources
Data HandlingAdvanced data analytics, real-time data processingBasic data handling, periodic reviews
Human InteractionMinimal human interaction, primarily digitalFrequent human interaction, personalised support
Operational CostsLower operational costs, automated systemsHigher operational costs, staff salaries
Adaptability to Market ChangesHighly adaptable, immediate strategy adjustmentsLess adaptable, slower to implement changes

Challenges and the Path Forward

Despite their advantages, robo-advisors face regulatory hurdles, particularly in Asian markets. Compliance with local financial regulations and the need for consumer education about automated services can impede broader adoption. Some investors still seek the human touch, especially during economic uncertainty, highlighting the importance of hybrid models that blend digital tools with human expertise.

StashAway has successfully integrated robo-advisory services in Singapore by addressing local regulatory requirements and tailoring its platform to meet the specific needs of Asian investors. Their approach has resulted in significant market penetration, showcasing how localised strategies can drive global success.

Trend 2: AI-Driven Investment Platforms Where Personalisation Meets Precision

Artificial Intelligence has transformed wealth management, redefining the boundaries of personalised finance. AI platforms analyze vast amounts of data, predict market trends, and provide hyper-personalised investment recommendations, offering bespoke financial advice accessible to a broader audience.

Real-Time Personalisation and Predictive Analytics

AI-driven platforms are not just tools; they are revolutionising how we approach investments. By analyzing vast datasets in real time, these platforms offer insights that were once the domain of elite financial advisors. In Western markets, platforms like Wealthfront and SigFig leverage AI to optimise tax efficiency, balance portfolios, and adjust investments dynamically based on market conditions. AI’s real-time ability to assess market trends enables data-backed decisions faster than any human advisor, providing investors with a competitive edge.

AI in Asia: Tailoring Solutions for a Diverse Market

Technology giants like Ant Financial incorporate AI into their financial platforms in China, offering intelligent risk profiling and personalised financial planning. Alibaba’s Yu’e Bao utilises AI to understand user behaviour and recommend financial products aligned with individual preferences and risk appetites. This is particularly significant in a vast and diverse market like China, where financial institutions must cater to a wide range of investor profiles.

Beyond Portfolio Balancing and Enhancing Customer Service

AI’s capabilities extend beyond portfolio management. Intelligent chatbots provide around-the-clock support for financial queries, ensuring timely information and guidance without human intervention. Machine learning algorithms continuously learn from user interactions, predicting investor needs and proactively suggesting suitable financial products.

Hyper-Personalisation and Emotional Intelligence

AI-driven platforms are advancing toward hyper-personalisation, integrating insights from investors’ financial status, spending habits, preferences, and emotional responses to market fluctuations. This creates a customised investment experience, where strategies adapt in real time to fit individual lives. For example, AI can identify when an investor may need a conservative approach due to increased financial obligations or when they can afford to take on more risk.

Bridging the Financial Literacy Gap Through AI

In regions like India and Southeast Asia, AI-driven platforms provide underserved populations access to sophisticated financial advice. With widespread smartphone use, these platforms enable millions to participate in wealth-building activities, bridging the financial inclusion gap and empowering new investors.

Addressing AI Challenges of Privacy, Bias, and Transparency

Despite its promise, AI in wealth management faces challenges related to data privacy, algorithmic biases, and transparency in decision-making processes. Ensuring AI-driven recommendations are fair, unbiased, and understandable is crucial for widespread adoption. Regulators are also developing frameworks to balance innovation with consumer protection, ensuring ethical AI usage in financial services.

Future Outlook: Quantum Computing and Decentralised Finance

Looking ahead, quantum computing promises to revolutionise financial modelling with unparalleled processing power, enabling more accurate predictions and risk assessments. Decentralised finance (DeFi) platforms could further democratise wealth management by eliminating intermediaries and reducing costs, paving the way for a more inclusive financial ecosystem.

Trend 3: Blockchain Technology —The Backbone of Transparency and Security

Blockchain technology offers unprecedented transparency, security, and efficiency. As a distributed ledger technology (DLT), blockchain records transactions securely and immutably, providing a reliable method for tracking financial activities. For wealth management firms, this means reduced risks associated with data breaches, fraud, and operational inefficiencies, enhancing trust and operational excellence.

Streamlining Operations with Blockchain

One of blockchain’s most promising applications in wealth management is streamlining back-office operations. By handling transactions, settlements, and record-keeping on a blockchain, firms can significantly reduce administrative costs and improve operational efficiency. Processes like trade settlements and regulatory compliance, traditionally cumbersome and paper-intensive, become near-instantaneous and cost-effective through blockchain’s distributed nature.

Global Adoption and Regional Innovations in Blockchain

In Asia, blockchain adoption is gaining momentum, driven by the region’s openness to technological innovation and a desire to enhance financial inclusivity. Singapore’s DBS Bank, for instance, explores blockchain solutions to improve its wealth management offerings, aiming to create a transparent and efficient ecosystem with enhanced security features. Blockchain-based platforms also enable fractional ownership of assets, allowing investors to own portions of high-value assets like real estate, fine art, or private equity—previously inaccessible to the average investor.

Tokenisation and Democratising Asset Ownership

Tokenisation, enabled by blockchain, transforms asset ownership by breaking down assets into smaller digital tokens. This allows investors to purchase fractions of traditionally illiquid assets, expanding investable opportunities. In Asian markets, where younger, tech-savvy investors seek new diversification methods, tokenisation is particularly appealing. Crypto Finance AG and Singapore’s Propine are pioneering tokenised asset offerings, exposing investors to unique and previously inaccessible asset classes.

Enhancing Transparency and Trust

Blockchain significantly enhances transparency in wealth management. Every transaction is recorded on a distributed ledger, visible to all relevant parties, and virtually impossible to manipulate. This transparency builds trust, especially for wealth managers handling high-value transactions, by providing clients with a clear and verifiable investment history.

Overcoming Blockchain Challenges

Blockchain adoption faces regulatory uncertainty despite its potential, particularly as jurisdictions vary in their approach to digital assets and blockchain technology. In the United States, regulators still define how blockchain-based financial products fit into existing legal frameworks, creating adoption barriers. Similarly, in Asia, strict regulations on cryptocurrencies in countries like China impact blockchain’s growth in wealth management. Scalability remains a challenge, as blockchain technology currently struggles with processing large transaction volumes quickly, limiting its application in high-frequency trading environments.

Integrating Blockchain with AI and IoT in the Future

As blockchain technology matures, its integration with AI and the Internet of Things could unlock new efficiencies and security measures in wealth management. Combining blockchain’s security with AI’s predictive capabilities and IoT’s real-time data can create a highly responsive and secure financial ecosystem, further enhancing operational efficiencies and client trust.

Download our comprehensive report, Money Matters, for an in-depth analysis of the latest trends in wealth management technology.

Impact of Financial Services Technology on Investor Behavior

The rise of transformative technologies—robo-advisors, AI-driven platforms, and blockchain—fundamentally alters the financial services landscape, particularly within wealth management. These innovations are dismantling traditional barriers, creating opportunities for new market entrants, and reshaping investor behaviour. 

Broadening Market Access with Robo-Advisors

Robo-advisors have broadened market access by lowering fees and providing digital-first, automated investment advice. This has attracted young investors and first-time savers, particularly Millennials and Gen Z, who are drawn to these platforms’ convenience, lower costs, and seamless user experience. The availability of mobile apps for wealth management enables users to manage their portfolios from anywhere, reflecting a broader trend towards digital convenience.

Enhancing Investor Engagement with AI

AI-driven platforms have significantly impacted investor behaviour by enhancing the personalisation of financial services. AI’s ability to provide tailored recommendations based on each investor’s financial history, risk tolerance, and goals has increased investor engagement with their portfolios. The use of AI in wealth management has also boosted investor confidence, as individuals feel their recommendations are backed by powerful data analytics. AI’s predictive capabilities enable investors to anticipate market movements and make more informed decisions, fostering a sense of empowerment among retail investors.

Rebuilding Trust with Blockchain

Blockchain technology is reshaping trust dynamics in the financial services sector. In emerging markets, where a lack of trust in financial institutions has been a significant barrier to participation in formal wealth management, blockchain’s immutable transaction records offer unprecedented transparency. This transparency helps bridge the trust gap by ensuring that every transaction is verifiable and secure. Additionally, blockchain-enabled tokenisation provides new avenues for portfolio diversification, granting access to asset classes previously out of reach for the average investor and helping reduce portfolio risk through increased diversification.

Institutional Adoption and Competitive Advantage

The impact of these technologies extends to institutional investors as well. Adopting AI and blockchain enables wealth management firms to offer more sophisticated products and services, such as algorithm-driven trading strategies and blockchain-backed asset management solutions. These innovations enhance operational efficiency, reduce costs, and enable firms to offer more competitive services to their clients.

Addressing New Challenges

However, adopting these technologies also introduces new challenges for the financial services industry. Regulatory bodies are struggling to keep pace with rapid technological advancements, necessitating new frameworks to address issues like data privacy, algorithmic transparency, and the legal status of digital assets. Investors are also navigating a learning curve as they adapt to new tools and platforms, highlighting the need for accessible and understandable technologies that cater to varying levels of financial literacy.

Future Outlook: Inclusive and Transparent Financial Ecosystem

As these technologies evolve, their impact on financial services and investor behaviour will only grow. The future of wealth management envisions a technology-centric ecosystem that is more inclusive, efficient, and transparent. Whether through robo-advisors making financial planning accessible to all, AI providing hyper-personalised investment advice, or blockchain enhancing trust and security, technology is poised to create a brighter future for investors seeking to build and manage their wealth.

Challenges and Considerations for Wealth Management Technology

While the technological transformation of wealth management offers numerous benefits, it also presents challenges and considerations that the industry must navigate. These challenges range from regulatory and compliance issues to concerns over data privacy, the ethical use of AI, and the need for balanced human involvement in an increasingly automated environment.

  1. Regulatory and Compliance Challenges

Regulation remains a significant hurdle for adopting technologies like AI, robo-advisors, and blockchain in wealth management. Financial regulators strive to keep up with rapid advancements while ensuring consumer protection. In many jurisdictions, outdated regulations hinder the deployment of technologies that could otherwise enhance efficiency and inclusivity. For example, blockchain-based services face legal ambiguities across different countries, leading to inconsistent adoption in Western and Asian markets.

The cross-border nature of digital platforms necessitates compliance with varying laws across regions, complicating global expansion for wealth management firms. Developing a balanced regulatory framework that supports innovation while protecting investors requires collaboration between regulators, Fintech companies, and wealth management firms.

  1. Data Privacy and Security Concerns

Data privacy is paramount in wealth management, especially using AI-driven platforms and blockchain technologies. AI platforms depend on vast amounts of user data to provide personalised recommendations, raising concerns about data collection, storage, and utilisation. Investors must trust that their sensitive financial information is secure, and any breach of this trust could have severe consequences for both firms and clients.

While blockchain offers enhanced security through its distributed ledger, maintaining user privacy remains challenging. Wealth management firms must balance blockchain’s transparency with the confidentiality required by clients, ensuring that sensitive data is protected without compromising the benefits of transparency.

  1. Algorithmic Bias and Ethical Concerns

AI in wealth management introduces ethical concerns related to algorithmic biases. AI-driven investment platforms rely on machine learning algorithms trained on historical data, which may contain biases that inadvertently reinforce existing inequities. For instance, if training data reflects a bias against certain investment types prevalent in specific demographics or regions, those investors might receive less favourable recommendations.

To provide fair and inclusive financial services, wealth management firms must prioritise transparency in algorithmic decision-making and offer clear explanations to clients about how recommendations are generated. This transparency helps build trust and mitigates concerns over the ethical use of AI in financial services.

  1. Human Element vs. Automation

Balancing automation with the human element remains a critical consideration in wealth management. While robo-advisors and AI-driven platforms enhance accessibility, many investors still value human advisors’ insights and personalised support, particularly during market volatility or economic uncertainty.

Although the investment process is becoming more digital, maintaining personal connections remains a crucial element of wealth management. Hybrid models that combine human expertise with automated services offer the best of both worlds. Human advisors can provide emotional intelligence and nuanced judgment that automated platforms lack, while robo-advisors and AI systems deliver data-driven insights and efficiency. Wealth management firms must integrate technology without losing the personal touch that builds client trust.

  1. Scalability and Technological Limitations

Scalability remains a challenge for blockchain and AI technologies. Blockchain, for example, struggles with processing high transaction volumes quickly, limiting its application in high-frequency trading environments. Similarly, AI systems require substantial computational power and data, making them expensive to implement and maintain. Smaller firms may find it difficult to invest in the necessary infrastructure, hindering their ability to compete with larger players who can leverage AI and blockchain at scale.

Advancements in blockchain scalability solutions, such as layer-2 protocols and more efficient AI algorithms, could alleviate these challenges, enabling broader adoption and more robust applications in wealth management.

  1. Adapting to a Changing Workforce

As technology reshapes wealth management, the skillset required by industry professionals is evolving. There is a growing need for financial advisors and analysts to be tech-savvy and proficient in digital tools, data analytics, and AI-driven decision-making processes. Wealth management firms must invest in training their workforce to ensure employees can effectively utilise and explain these technologies to clients.

Attracting and retaining talent with expertise in both finance and technology is becoming crucial. Firms that bridge the gap between traditional financial knowledge and technological fluency will be best positioned to thrive in the digital era.

Addressing the Gaps: Enhancing the Wealth Management Ecosystem

To create a truly comprehensive and forward-looking wealth management ecosystem, it is essential to address several additional areas:

Regulatory Technology (RegTech)

RegTech solutions assist firms in navigating complex regulatory landscapes by automating compliance processes, monitoring transactions, and managing risk. Implementing RegTech can streamline regulatory adherence, reduce compliance costs, and enhance operational efficiency.

Example: Automated Compliance Monitoring

Firms like ComplyAdvantage use RegTech to provide real-time compliance monitoring and risk management, ensuring that wealth management operations align with evolving regulations.

Sustainability and ESG Investing

Digital platforms increasingly integrate Environmental, Social, and Governance (ESG) criteria, allowing investors to align their portfolios with their values. Advanced analytics assess sustainability metrics, facilitating informed ESG investing.

Example: ESG-Focused Robo-Advisors

Platforms like Sustainably invest in ESG-compliant assets, enabling investors to support sustainable initiatives while leveraging technology for optimized portfolio performance.

Cybersecurity Measures

Advanced cybersecurity strategies, such as multi-factor authentication and end-to-end encryption, are critical in safeguarding client data against evolving cyber threats. Implementing robust cybersecurity measures builds trust and protects sensitive financial information.

Example: Enhanced Security Protocols

Firms like Norton LifeLock offer comprehensive cybersecurity solutions tailored for financial services, ensuring wealth management platforms remain secure and resilient against breaches.

Customer Education and Financial Literacy

Financial literacy among investors is crucial for maximising the benefits of digital wealth management tools. Interactive educational tools and AI-powered financial advisors can empower investors to make informed decisions.

Example: Interactive Learning Platforms

Platforms like Khan Academy offer financial literacy courses integrated within wealth management apps, providing users with the knowledge to navigate their financial journeys effectively.

DBS Bank’s integration of blockchain solutions in Singapore has enhanced transparency and operational efficiency, demonstrating the tangible benefits of blockchain in wealth management.

Final Thoughts

Technology is reshaping wealth management, unlocking opportunities for access, efficiency, and personalised services. Yet, these advancements bring challenges, from regulatory uncertainties and data privacy to algorithmic bias and the balance between human and automated advisory.

Overcoming these hurdles requires collaboration between FinTech innovators, wealth management firms, and regulators. By proactively addressing these issues, the wealth management sector can harness the power of technology to create a more inclusive, transparent, and efficient future for investors globally.

Embracing and effectively communicating the multifaceted changes in wealth management will resonate with industry professionals and potential clients. Leveraging emerging technologies to provide cutting-edge insights ensures your content remains relevant and highly valuable in the fast-paced financial sector.

Download our latest trend report, Money Matters, for more insights on financial trends and innovations shaping wealth management.

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India’s urban transformation is accelerating, with brands eyeing a burgeoning consumer market poised for dramatic growth. By 2030, 600 million Indians—40% of the population—are expected to live in urban areas, marking one of the fastest urbanisation rates globally. This shift is not just altering the country’s physical skyline but fundamentally reshaping consumer behaviours, preferences, and market dynamics.

Urban India’s evolving consumer preferences increasingly lean toward premium, health-centric, and sustainable products. Rising incomes and lifestyle changes push urban consumers to prioritise convenience, quality, and value alignment in purchasing decisions. For brands aiming to capture this growing consumer base, understanding the nuanced patterns of urban consumption is crucial for future success.

Cities will be central to India’s economic future.

India’s urbanisation is sparking a consumer revolution, reshaping purchasing power and market dynamics. From sprawling megacities to tier-2 hubs, urban India offers critical growth battlegrounds for brands. Urban consumers increasingly demand products that match their changing lifestyles—convenient, high-quality, and sustainable products. 

According to the Deloitte-FICCI report, there is a significant shift toward value-based consumption, with urban buyers favouring health-centric options and brands that align with their values, such as sustainability and ethical sourcing. 

Brands must adapt to these changes by reimagining product offerings, emphasising premium quality, convenience, and sustainability. Understanding the desires of the urban consumer—regional flavours or health-conscious products—is essential for building a meaningful connection in these evolving markets.

Quick Commerce Boom in India

Quick commerce is revolutionising urban India’s FMCG and retail sectors, driven by rising demand for speed and convenience. Data reveals over one-third of urban consumers favour quick commerce for groceries, beverages, and urgent essentials.  

The rise of quick commerce also supports the trend of impulse buying among urban consumers. The ability to deliver items quickly has significantly influenced buying behaviours, creating an important channel for brands wanting to engage with this fast-paced urban market.

Case Study: Blinkit’s Rapid Expansion in India’s Quick Commerce Sector

Image Source; Product Monk

Background 

Blinkit, formerly known as Grofers, is a prominent player in India’s quick commerce industry. It specialises in ultra-fast delivery of groceries and daily essentials. In 2022, Zomato acquired Blinkit for $568 million, marking a significant consolidation in the quick commerce space.

Approach

To meet the growing demand for rapid deliveries, Blinkit established a network of dark stores—small fulfilment centres strategically located within urban areas. This setup allowed Blinkit to offer 10-20 minute deliveries, fulfilling urban India’s demand for speed and convenience. The company also leveraged data analytics to optimise inventory management and predict consumer demand patterns, ensuring the high availability of products.

Outcome

Blinkit’s focus on speed and convenience led to a significant increase in customer loyalty among urban consumers. In 2024, Blinkit held a 46% market share in India’s ₹23,000 crore quick commerce industry, making it the leader in this sector. The company’s revenue surpassed ₹2,300 crore, highlighting its successful adaptation to the evolving preferences of urban consumers.

Affluent vs. Less Affluent Divergence 

A critical trend in urban India is the divergence in purchasing behaviours between affluent and less affluent households. Affluent urban consumers increasingly opt for premium products and larger pack sizes, reflecting their growing spending capacity and desire for enhanced quality. This shift is particularly evident in sectors like FMCG, where increased disposable incomes drive a preference for branded and premium goods.

Conversely, less affluent Urban households opt for smaller pack sizes or unbranded alternatives to manage their budgets. This divergence has created a two-speed market where brands must adopt distinct strategies to cater to both segments. Premium brands like Nestlé target affluent consumers by emphasising health and quality, while value-driven brands expand their offerings to capture the price-sensitive segment. Brands must recognise these disparities and develop tailored approaches—investing in premiumisation while maintaining affordability for budget-conscious consumers.

Case Study: BigBasket’s Success with Private Labels

Image Credit: Oyelabs

Background

BigBasket, India’s leading online grocery platform, has effectively used private labels to cater to urban demand for quality and affordability.

Approach

BigBasket developed private label products, such as “Fresho” and “BB Royal,” offering quality similar to branded goods at a 25-40% lower price point. These products appeal to urban middle-class consumers seeking value for money.

Outcome

This strategy contributed significantly to BigBasket’s growth, with private labels accounting for approximately 35% of its overall sales. The focus on quality and affordability has helped BigBasket capture a loyal customer base in urban areas, where price sensitivity remains crucial.

The Shift Toward Health and Sustainability

Urban consumers in India increasingly prioritise health and sustainability in purchasing decisions, creating fresh opportunities for brands to align with these preferences.

Health Consciousness

Urban consumers are increasingly drawn to products that promote health and well-being, driven by greater awareness of lifestyle-related diseases and increased disposable income. Modern Indian consumers are willing to pay a premium for food and beverages that offer health benefits, such as probiotics, fortified snacks, and organic produce.

Brands are responding by expanding their health-focused products, emphasising natural ingredients, reduced sugar content, and enhanced nutritional profiles. Tata Consumer Products, for instance, has launched a line of healthy snacks designed for urban consumers seeking convenience without compromising health. For brands, focusing on health-enhancing products offers an opportunity to build trust and loyalty among urban consumers who are increasingly selective about their consumption habits.

Sustainability as a Driver

Sustainability has become a major consideration for urban consumers, particularly among younger demographics who are environmentally conscious. Awareness of climate change, plastic pollution, and ethical sourcing has led consumers to seek brands that reflect their values and commitment to sustainability.

Brands like Hindustan Unilever have responded with initiatives such as eco-friendly packaging, ethically sourced ingredients, and clean-label products containing minimal artificial additives. Clean-label product launches in India are growing, highlighting the increasing demand for transparency. Brands prioritising sustainability align with consumer values and position themselves for long-term success in an increasingly eco-conscious marketplace.

Future Trends to Watch in Urban Consumption

India’s urban consumer landscape is rapidly evolving, and brands must stay informed of emerging trends to stay competitive. Here are three key trends shaping urban consumption in the coming years:

Digital Transformation and Personalisation
Urban consumers increasingly seek frictionless, personalised experiences through e-commerce, digital payment solutions, and connected devices. Brands must leverage data-driven insights, AI, and IoT technologies to provide tailored offerings and seamless interactions, ensuring they stay ahead of consumer expectations.

Growth of Premiumisation
Urban India is experiencing a trend toward premium products driven by rising incomes and a desire for convenience and quality. Brands that offer high-quality, value-added products will attract urban consumers willing to pay more for premium experiences.

Government-Brand Collaboration
Strategic partnerships between the government and private sector are critical for sustaining growth in urban areas. Targeted reforms in urban infrastructure, ease of doing business, and fostering innovation are essential to support urban markets. Brands should explore proactive collaboration opportunities that align with urban development initiatives.

Final Thoughts

India’s urban future isn’t just a story of population growth—it’s a blueprint for the next wave of consumer evolution. In the coming decade, cities will define where we live and how we consume, connect, and prioritise values. Brands that ignore this transformation risk irrelevance; those that embrace it will help shape a new era of commerce.

The urban consumer is no longer content with basic offerings—they demand solutions that integrate convenience, sustainability, and personal relevance. As technology accelerates and values shift, brands can innovate in ways that don’t just serve consumers but anticipate their aspirations.

In a market as dynamic and layered as India, the path forward isn’t about following trends—it’s about defining them. The brands that succeed will see urbanisation not as a challenge but as a canvas for reinvention.

Contact us to learn how we can help you navigate the complexities of India’s urban consumer market and develop strategies to capture this growing opportunity.

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The old ways of buying food won’t cut it anymore for today’s shoppers. With transparency, convenience, and personalisation at the top of their needs, consumers drive a massive shift in how brands reach them. As traditional retailers scramble to keep up, DTC  food brands are seizing the moment, cutting out middlemen to deliver not just products but tailored experiences.

This trend shows no signs of slowing, with Salesforce reporting that 64% of shoppers now choose to buy directly from brand-owned channels. These platforms offer more than just a product—they provide authenticity, confidence in quality, and curated experiences that larger marketplaces simply can’t replicate.

Global e-commerce sales are projected to reach $6.3 trillion in 2024, rising from $5.8 trillion in 2023, underscoring the shift toward online purchasing. The food industry is emerging as a critical player in this shift as DTC brands redefine market dynamics and elevate consumer expectations worldwide.

An example of this success is US-based Thrive Market, a subscription-based online grocery service catering to ethically minded shoppers. With over 1.2 million subscribers, Thrive Market shows how DTC brands combine convenience with a commitment to sustainability. Their approach has set a new benchmark for how brands can align with consumer values while delivering a seamless shopping experience.

What Drives the Growth of DTC Food Brands?

Direct-to-consumer food brands have experienced exponential growth due to evolving consumer behaviours, technological advancements, and shifting market dynamics. While already gaining momentum, the pandemic accelerated the adoption of DTC food brands by driving more consumers toward online shopping and home delivery channels. 

Consumer-Centric Strategies

  • Personalisation and Customisation
    • Consumers can tailor their orders based on dietary needs (e.g., vegan, keto, gluten-free).
    • Brands offer curated subscription plans, meal kits, and customisable snack boxes.
  • Convenience and Accessibility
    • Online platforms make it easy for consumers to purchase products from the comfort of their homes.
    • Subscription models provide regular deliveries, ensuring consumers never run out of their favourite products.
  • Transparency and Trust
    • DTC brands emphasise ethical sourcing and clean ingredients.
    • Brands build trust through direct communication with consumers via social media and email.

Technology and Digital Platforms

The rise of e-commerce and digital tools has been instrumental in propelling DTC food brands.

TechnologyImpact
Social Media MarketingPlatforms like Instagram and TikTok enable brands to build a strong online presence.
Data AnalyticsTools help brands analyze consumer preferences and optimise product offerings.
Mobile AppsApps streamline ordering processes and enhance customer experiences.
AI-Powered PersonalisationChatbots and recommendation engines create tailored shopping experiences.

DTC Food Market Trends

Cultural and generational shifts are also fueling the DTC food trend.

  • Demand for Ethical and Sustainable Products
    • Younger consumers prioritise sustainability and ethical practices.
    • Brands offering eco-friendly packaging and fair-trade ingredients gain a competitive edge.
  • Shift Toward Health and Wellness
    • Consumers are more focused on health-conscious eating.
    • Functional foods, plant-based options, and immunity-boosting products are in demand.
  • Generational Influence
    • Millennials and Gen Z prefer digital-first interactions, resonating with DTC brands’ approach.
    • These generations value convenience, transparency, and brand storytelling.

Key Benefits of the DTC Model

DTC food brands are redefining traditional business models, offering unique advantages that resonate with modern consumers. Their ability to streamline operations, connect directly with their audience, and deliver unique value propositions makes them formidable players in the modern food industry. These benefits not only set DTC brands apart but also enable them to thrive in a competitive marketplace.

Direct Consumer Relationships

  • Data-Driven Insights: By selling directly, brands gain invaluable data on consumer preferences and purchasing patterns, enabling real-time decision-making.
  • Personalised Marketing: With direct access to consumers, brands can create highly targeted marketing campaigns tailored to specific segments.
  • Agility in Product Development: Feedback loops are shorter, allowing brands to adapt and innovate quickly based on consumer input.

Efficient Supply Chain Management

  • Eliminating Intermediaries: By bypassing wholesalers and retailers, brands retain greater control over pricing and margins.
  • Improved Inventory Control: Real-time tracking systems help prevent overstocking or stockouts, optimising supply chain efficiency.
  • Cost Savings: Reduced reliance on intermediaries translates to lower operational costs, which can be passed on as savings to consumers.
Traditional Supply ChainDTC Supply Chain
Involves multiple intermediariesDirect from brand to consumer
Higher costs due to markupsLower costs with no middlemen
Limited control over distributionFull control over distribution

Stronger Brand Loyalty

  • Community Building: DTC brands foster deeper connections through storytelling, transparency, and direct engagement on digital platforms.
  • Exclusive Offers: Loyalty programs and member-only benefits strengthen customer retention.

Enhanced Customer Experience: Personalised packaging, thank-you notes, and exclusive content create memorable interactions that drive repeat purchases.

How DTC Food Brands Leverage Packaging to Elevate the Consumer Experience

For food brands, product packaging is more than a container—it’s a pivotal touchpoint that bridges the physical and digital shopping experience. Thoughtfully designed packaging serves multiple roles: it protects the product, reinforces the brand’s identity, and enhances the customer’s unboxing experience. Innovative packaging can be the differentiator that keeps customers returning for more.

  1. Brand Storytelling
    • Packaging provides an opportunity to tell the brand’s story visually, from eco-friendly messaging to cultural nods.
    • Custom designs and premium materials create a memorable unboxing experience that resonates with customers.
  2. Sustainability
    • Environmentally conscious packaging is a priority for Millennial and Gen Z consumers.
    • Using recyclable, compostable, or reusable materials showcases a commitment to sustainability.
  3. Functionality and Protection
    • Durable packaging ensures products arrive intact, even after long shipping journeys.
    • Functional designs, like resealable bags or compact boxes, improve usability and convenience for consumers.
  4. Marketing and Retention
    • Unique designs encourage social sharing, effectively turning customers into brand advocates.
    • Personalised messages and custom inserts can boost customer loyalty.

Case Study: Daily Harvest – A Packaging Revolution in DTC

Image Courtesy: Daily Harvest

Overview
Daily Harvest, a subscription-based DTC food brand specialising in ready-to-blend smoothies and plant-based meals, has mastered the art of packaging to align with its health-conscious and eco-friendly ethos.

Packaging Strategies

  • Minimalist Design: Clean, modern designs reflect the brand’s fresh and healthy identity. Each package includes vibrant visuals of ingredients, emphasising product transparency.
  • Eco-Friendly Materials: Daily Harvest uses 100% compostable and recyclable packaging, reducing its environmental impact while appealing to sustainability-conscious consumers.
  • Customer-Centric Functionality: The brand’s insulated delivery boxes ensure frozen meals and smoothies arrive in perfect condition, preserving quality during transit.
  • Personal Touches: Boxes often include inspirational messages and guides on how to best enjoy the meals, enhancing the unboxing experience.

Impact

  • Daily Harvest has seen a significant increase in social media engagement, with customers frequently sharing unboxing videos and photos of the aesthetically pleasing packaging.
  • Its eco-conscious packaging has bolstered customer loyalty, as many subscribers cite sustainability as a deciding factor in their purchase.

Emerging Trends in DTC Food Packaging

  • Smart Packaging
    • Technologies like QR codes and NFC tags allow consumers to scan packages for product details, sourcing information, and preparation tips.
  • Augmented Reality (AR) Integration
    • AR-enabled packaging creates immersive experiences, like virtual recipe tutorials or stories about the brand’s mission.
  • Personalisation
    • Brands offer customisable packaging options, such as names printed on boxes or tailored product bundles.

DTC Brands That Have Disrupted Traditional Brands by Building Customer Connections

Case Study: Magic Spoon – Redefining Breakfast Cereals

Image Credit: The New York Times

Overview: Magic Spoon, founded in 2019, has disrupted the traditional cereal market by offering high-protein, low-carb, and zero-sugar cereals that cater to health-conscious consumers seeking nostalgic flavours.

DTC Strategies:

  • Product Innovation: Utilised alternative ingredients like monk fruit and allulose to create keto-friendly, grain-free cereals replicating classic flavours.
  • Influencer Marketing: Collaborated with mid-tier influencers (100,000–500,000 followers) on platforms like TikTok to authentically promote products, leading to higher engagement rates.
    Podcast Advertising: Invested in podcast ads, resulting in nearly 10% higher lifetime value (LTV) from podcast listeners than other channels.

Outcomes:

  • Rapid Growth: Achieved significant market penetration, prompting expansion into retail channels in 2022.
     
  • Brand Loyalty: Built a strong customer base by aligning with consumer trends toward nostalgia and health-conscious eating.
     

Case Study: Sakuraco – Bringing Japanese Tradition Worldwide

Image Credit: Sakuraco

Overview: Sakuraco offers monthly subscription boxes featuring authentic Japanese snacks, teas, and home goods, aiming to share Japan’s rich culinary traditions globally.

DTC Strategies:

  • Curated Experience: Each box contains 20 artisanal items sourced from local Japanese makers, accompanied by a cultural booklet to enhance the unboxing experience.
  • Thematic Packaging: Monthly themes, such as regional specialities, provide subscribers with a diverse and educational journey through Japan’s culinary landscape.
  • Affiliate Marketing: Launched an affiliate program in 2021 to increase brand awareness and drive revenue, partnering with creators to reach wider audiences.
     

Outcomes:

  • Global Reach: Successfully delivered Japanese cultural experiences to international subscribers, fostering an appreciation for traditional snacks and teas.
     

Customer Engagement: Enhanced customer loyalty through immersive cultural storytelling and high-quality, authentic products.

Challenges and Future Opportunities for DTC Food Brands

Key Challenges

  • Logistics and Delivery
    • Difficulty in maintaining a seamless delivery experience in regions with limited infrastructure.
    • Rising delivery costs impacting profit margins.
  • Market Saturation
    • Intensified competition among DTC brands, especially in popular segments like meal kits and snacks.
    • Consumer fatigue from overexposure to targeted ads.
  • Maintaining Quality and Trust
    • Scaling operations without compromising product quality or the personalised customer experience.
    • Ensuring transparency and authenticity amid growing consumer scrutiny.

Future Opportunities

  • Rural Market Penetration
    • Expanding beyond urban areas to tap into underserved rural markets using hybrid online-offline strategies.
  • Sustainability Innovations
    • Adopting eco-friendly packaging and sourcing practices to appeal to environmentally conscious consumers.
    • Leveraging partnerships with local farmers and producers.
  • Tech-Driven Growth
    • Exploring AI-powered predictive analytics for hyper-personalised marketing.
    • Expanding into augmented reality (AR) experiences for immersive product engagement.
  • Global Expansion
    • Adapting offerings to fit diverse cultural and regional preferences.
    • Collaborating with local influencers and creators to build trust in new markets.

Actionable Insights for DTC Food Brands

Direct-to-consumer food brands are uniquely positioned to capitalise on market trends and consumer preferences. However, they must adopt strategic approaches tailored to their target audience and operational strengths to sustain growth and remain competitive. Here are actionable recommendations for DTC food brands to thrive in an evolving market:
Leverage Data Analytics for Personalisation

Why It Matters: Consumers expect tailored experiences that meet their unique preferences and dietary needs.

Action Steps:

  • Implement AI-driven analytics to segment consumers by behaviours, preferences, and purchase history.
  • Use these insights to create personalised marketing campaigns, such as customised meal plans or product recommendations.
  • Invest in dynamic pricing strategies that adapt to consumer demand in real time.

Prioritise Sustainability

Why It Matters: Environmental consciousness is a key factor in consumer decision-making, particularly among Millennials and Gen Z.

Action Steps:

  • Switch to biodegradable or reusable packaging materials to reduce your environmental footprint.
  • Build partnerships with local farmers and producers to support sustainable sourcing.
  • Communicate your sustainability initiatives clearly through product labelling and marketing campaigns.

Expand into Untapped Markets

Why It Matters: Emerging markets, especially rural areas, represent significant growth opportunities.

Action Steps:

  • Develop localised product offerings that cater to regional tastes and preferences.
  • Partner with local distributors and influencers to establish trust and awareness in new markets.
  • Use mobile-first strategies, as many rural consumers rely on smartphones for online purchases.

Strengthen Brand Storytelling

Why It Matters: Consumers connect with brands that have a compelling story and clear values.

Action Steps:

  • Share behind-the-scenes content about product creation, ethical sourcing, or community initiatives.
  • Highlight customer success stories and testimonials to build trust and engagement.
  • Use interactive platforms like live streaming to showcase your brand’s authenticity.

Embrace Emerging Technologies

Why It Matters: Technology can enhance consumer engagement and streamline operations.

Action Steps:

  • Implement AR/VR for immersive shopping experiences, such as virtual try-before-you-buy features.
  • Adopt blockchain for transparent supply chain tracking and product authenticity.
  • Use IoT devices for inventory management and real-time quality control.

Optimise Customer Retention Strategies

Why It Matters: Retaining customers is more cost-effective than acquiring new ones.

Action Steps:

  • Develop loyalty programs that reward repeat purchases with exclusive discounts or free products.
  • Offer subscription-based models with flexible plans to keep customers engaged over time.
  • Provide exceptional customer support via 24/7 chatbots and responsive service teams.

Foster Strategic Partnerships

Why It Matters: Collaborations can enhance brand reach and operational efficiency.

Action Steps:

  • Partner with complementary brands to co-create products or bundled offerings.
  • Collaborate with influencers and content creators to amplify your brand message.
  • Work with logistics providers to optimise delivery speed and reliability.

Measure and Iterate

Gather customer feedback to refine products and services.

Why It Matters: Continuous improvement is essential for long-term success.

Action Steps:

To evaluate performance, use key performance indicators (KPIs) like customer acquisition cost (CAC), lifetime value (LTV), and conversion rates.

Conduct regular A/B testing on marketing campaigns and website features.

Final Thoughts 

The rise of DTC food brands marks a transformative shift in the food industry, fueled by changing consumer preferences, digital innovation, and the demand for personalised experiences. Direct-to-consumer brands have redefined traditional business models by eliminating intermediaries and connecting directly with their audience, offering unique value propositions that resonate globally.

Key Takeaways

  • Adaptability Is Crucial: DTC brands that embrace emerging technologies, prioritise sustainability, and personalise their offerings are better positioned for long-term success.
  • Consumer-Centric Strategies Win: Meeting the evolving demands of health-conscious, ethically minded, and convenience-driven consumers is essential.
  • Innovation Drives Growth: From AI-powered personalisation to immersive shopping experiences, leveraging technology will set brands apart in a crowded market.
  • Global Opportunities Abound: Expanding into untapped markets and adapting to local preferences can unlock significant growth potential.

As competition intensifies, the ability to innovate and adapt will determine which brands thrive in this dynamic landscape. DTC food brands must continually refine their strategies, invest in cutting-edge solutions, and stay attuned to consumer trends to remain relevant and competitive. Adopting a forward-thinking and consumer-first approach will be the key to sustained success for brands looking to navigate these challenges and capitalise on opportunities.

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As online commerce in Japan grows and consumer expectations peak, the way e-commerce brands approach delivery services has never been more critical. By navigating a blend of convenience, environmental consciousness, and economic pressures, Japanese consumers are redefining what they want from delivery. 

Recently, our sister company, Cross Marketing Inc., conducted a comprehensive “Survey on Home Delivery” across all 47 prefectures of Japan. Targeting 2,500 men and women aged 20 to 69, the survey revealed detailed insights into the current landscape of delivery services, encompassing usage patterns, preferred receiving methods, redelivery prevention strategies, common complaints, and reasons for using these services. This data is invaluable for brands looking to optimise their delivery offerings to meet the shifting demands of Japanese consumers.

The survey findings provide direct data and broader market implications for brands, including the need for convenient, flexible, and environmentally responsible delivery solutions. 

Japan’s ageing population, growing e-commerce sector, and evolving post-pandemic behaviours all play a critical role in shaping these expectations. 

Changing Delivery Preferences and the Impact of Broader Trends

The survey’s findings offer a window into the complex motivations and pain points Japanese consumers experience with delivery services. Here are the key findings and insights from the study.

  • Decline in Delivery Service Usage Post-Pandemic

According to the survey, only 38% of respondents reported using a delivery service within the last three months — a notable 10-point decline since 2022. The decline in delivery usage post-pandemic suggests that Japanese consumers are shifting back toward in-person shopping, a trend mirrored in other regions as restrictions ease and physical stores reopen. During the pandemic, delivery services were a necessity, and demand spiked due to safety concerns and convenience. However, with more freedom to shop in-store, consumers may now feel less need for delivery services. Cultural factors in Japan, where shopping in person is often associated with quality assurance and customer service, could further contribute to this shift. Shoppers may be seeking the experience of direct product interaction, which e-commerce and delivery lack.

Implication for Brands: To retain customers who may now have more choices between in-person and online shopping, brands should offer additional value through delivery, such as loyalty rewards, tailored options, or enhanced convenience.

  • Preference for Convenient and Secure Receiving Methods

While delivery preferences have diversified, hand-delivery to the home remains dominant, with 79% of respondents choosing this method despite a slight decrease from previous years. When it comes to delivery preferences, it’s clear that people value security and reliability. Approximately 50% of individuals opt for mailbox deliveries, while 28% drop off their packages at designated locations. This trend highlights a growing desire for peace of mind when receiving their items.

Implication for Brands: Brands should continue prioritising home delivery while offering flexible options, such as secure drop-offs or mailbox deliveries. This aligns with a broader trend toward tailored service experiences that meet consumers’ specific lifestyles.

  • First-Attempt Delivery Success and the Aging Population

Interestingly, the survey unveiled that first-attempt deliveries achieved an impressive 65% success rate, marking a remarkable 7-point increase from 2022. Success rates were higher among older respondents, with those in their 60s experiencing an impressive 79% rate. Japan’s growing ageing population likely influences this trend, as seniors spend more time at home.

Japan’s ageing population comprises around one-third of its total demographic, as reported by Japan’s Ministry of Internal Affairs and Communications (MIC). With this demographic segment increasing, seniors often have specific delivery needs, such as scheduled delivery times and easy-to-access drop-off locations.

Implication for Brands: Catering to older consumers by providing time-specific deliveries or easy-access delivery options can strengthen customer loyalty among this growing demographic. Clear communication and reliable, first-time delivery can also help brands effectively meet the needs of these customers.

  • Preventing Redelivery through Advanced Notification Systems

The survey found consumers prefer preventive measures to avoid redelivery, with four in ten favouring advance notifications and 37% opting for designated drop-off points if unavailable. Younger respondents in their 20s also preferred “unavailable times” over specific delivery times, indicating a need for flexibility.

Implication for Brands: Incorporating technology to support real-time updates, predictive delivery times, and flexible scheduling could cater to these preferences and reduce the frequency of redelivery.

  • Cost-Sensitivity and Demand for Affordable Delivery Options

In terms of motivations, half the respondents cited online affordability as a key reason for choosing delivery services, with 41% prioritising free or low-cost shipping. Economic pressures may drive this cost sensitivity as Japanese consumers become increasingly selective.

According to the Ministry of Economy, Trade and Industry (METI), Japan’s e-commerce sector has grown 6% over the past two years, leading to higher expectations for efficient and cost-effective delivery options. This trend reflects consumer demand for affordable, reliable online shopping.

Implication for Brands: Brands should consider offering free shipping thresholds, bundled shipping discounts, or subscription models to meet cost-conscious consumer expectations. Clear communication around shipping fees can also build trust and reduce the likelihood of abandoned carts.

  • Sustainability Concerns and Consumer Expectations for Eco-Friendly Practices

Complaints about excessive packaging show that sustainability is crucial for Japanese consumers. Many respondents expressed frustration with oversized packaging and issues related to waste and environmental impact.

Implication for Brands: Implementing eco-friendly packaging solutions and minimalistic designs that reduce waste can appeal to the environmentally-conscious Japanese consumer. Highlighting these efforts in marketing communications can strengthen brand reputation and increase appeal.

Case Study: Yamato Transport – Flexible Delivery and Redelivery Reduction

Image Source: Channel X

Approach

Yamato Transport, one of Japan’s largest logistics companies, introduced the “Kuroneko Members” service, enabling customers to customise delivery times, select drop-off locations, and access open lockers. This level of flexibility aligns closely with consumer preferences for convenience and transparency.

Sustainability Initiatives

Yamato has also committed to eco-friendly measures by reducing packaging materials and increasing reusable packaging options, directly addressing environmental concerns and consumer expectations.

Outcomes

The flexibility of the “Kuroneko Members” service has been well-received, reducing redelivery rates and increasing customer satisfaction. Yamato’s annual reports indicate that these innovations have also contributed to a more efficient operational model, reducing logistical strain and enhancing customer loyalty.

Strategic Recommendations for Optimising Delivery Services

Here are actionable strategies for brands seeking to align their delivery services with evolving consumer demands.

  • Embrace Flexibility and Real-Time Communication

Implementing flexible delivery options, such as selectable time slots and drop-off locations, can enhance convenience. Real-time tracking and notifications are essential for transparency and meeting consumer expectations.

Example: Brands can follow Yamato’s model of providing customisable delivery windows and tracking updates, allowing customers to manage deliveries easily.

  • Offer Affordable Delivery through Subscription Models

For cost-sensitive consumers, consider subscription models, bulk shipping discounts, or free shipping thresholds. These options not only increase affordability but also encourage larger purchases.

Example: ZOZO’s loyalty programs and cost-saving measures attract repeat customers, providing an affordable yet reliable delivery experience.

  • Adopt Sustainable Packaging and Logistics

Reduce waste and enhance brand perception by adopting minimal packaging and eco-friendly materials. Promoting these efforts to consumers can improve brand reputation.

Example: Using recyclable packaging, ZOZO aligns with sustainability values, resonating with consumers who prioritise eco-friendly practices.

  • Tailor Delivery Services for an Aging Population

As Japan’s population ages, delivery solutions that cater to older adults are crucial. Time-specific deliveries and secure drop-offs can improve accessibility and satisfaction for senior consumers.

Example: Sagawa Express’s focus on rural and senior-friendly deliveries provides a model for brands aiming to effectively serve Japan’s older demographic.

  • Leverage Feedback for Continuous Improvement

Implement post-delivery feedback mechanisms to capture consumer insights and refine delivery strategies. This approach allows for data-driven improvements.

Example: Brands can adopt feedback systems similar to Yamato’s, enabling adjustments based on real-time consumer needs.

Case Study: ZOZO – Eco-Friendly and Customised Delivery

Image Source: Janbox

Approach

ZOZO, Japan’s leading online fashion retailer, has integrated flexibility and sustainability into its logistics. ZOZO, Inc. operates online shopping sites. The Company sells apparel, garment accessories, bags, tableware, magazines, and other products. Customers can choose specific delivery times and receive pre-delivery notifications to fit their schedules, aligning with consumer preferences for convenience and transparency.

Sustainability Focus

ZOZO has prioritised eco-friendly practices by minimising packaging waste and utilising recyclable materials. This appeals to Japan’s environmentally conscious consumers and sets a standard for sustainable delivery practices in the industry.

Outcomes

This approach has enhanced customer loyalty and satisfaction, as reflected in positive consumer feedback. ZOZO’s sustainability reports highlight these efforts, demonstrating the brand’s commitment to customer experience and environmental responsibility.

Case Study: Sagawa Express – Rural Outreach and Last-Mile Solutions

Image Source: Sagawa

Approach:

Sagawa Express acts as the sender for the packages entrusted to it by customers. They deliver these packages to the post office, where they are dispatched to destinations in over 120 countries and regions worldwide through the EMS (Express Mail Service) delivery network.

Sagawa Express has focused on improving delivery services for rural and remote areas, where logistics can be challenging. Sagawa has enhanced last-mile delivery by investing in partnerships with local providers, making it more accessible for Japan’s rural residents, particularly the ageing population.

Results

Sagawa’s efforts to support rural and senior-friendly delivery solutions have been met with positive feedback. By improving access to delivery in these areas, Sagawa has strengthened its customer satisfaction and reduced service complaints in less accessible regions, as documented in their annual reports.

Embracing Consumer-Centric Delivery for Long-Term Success

Our survey underscores the need for Japanese brands to adapt to evolving consumer expectations around flexibility, sustainability, and cost-efficiency. By aligning with these expectations, brands can enhance customer satisfaction, operational efficiency, and long-term market competitiveness. 

Interested in uncovering more consumer insights to refine your brand’s strategy? Contact us for customised market research to help your brand stay ahead of the curve, better understand consumer preferences, and create impactful solutions that resonate with your target audience.

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In 2024, the world turned to Google not just for answers but for a glimpse into the collective zeitgeist. The search engine’s annual trending report reveals key topics that dominated global attention. From Liam Payne’s reemergence in pop culture to the aesthetic allure of “Coastal Granddaughter” lifestyles, the year’s top searches reveal more than fleeting curiosities—they’re a barometer for consumer desires, anxieties, and cultural touchpoints.

Consider this: According to Google Trends, searches for “Coastal Granddaughter” spiked by 320% globally in the second half of 2024, coinciding with a broader cultural embrace of slow living and minimalist aesthetics popularised on platforms like TikTok and Instagram. Meanwhile, celebrity names dominated the charts, with Liam Payne topping entertainment searches, reflecting a wave of millennial nostalgia for the early 2010s boyband era.

“We’re seeing a clear fusion of nostalgia and aspiration,” says Sarah Thompson, a digital culture analyst at TrendLab. “Consumers are not just revisiting the past; they’re reshaping it to align with modern values like mindfulness and individuality.” This interplay between the past and present underscores a larger trend in consumer behaviour—one that marketers, product developers, and cultural commentators should not overlook.

But it’s not all about aesthetics and nostalgia. Searches for “AI fitness coach” and “mental health support apps” also surged, reflecting growing consumer interest in self-optimization through technology. In a year where artificial intelligence became ubiquitous, consumers sought practical ways to integrate these tools into their lives, driving a 150% year-over-year increase in searches for AI-related personal wellness solutions.

As we unpack these trends, it’s clear that 2024 was a year of looking inward and outward—balancing self-improvement with a longing for simpler, more familiar times. This interplay offers a rich field of insights for understanding the priorities and emotions driving consumer behaviour in an increasingly complex world.

The Year in Searches: A Snapshot

Google’s 2024 trending searches paint a vivid picture of what captured the world’s attention this year, with three themes standing out: celebrity culture, aspirational aesthetics, and the intersection of technology and self-improvement. Each category offers a unique lens into the year’s defining societal events and cultural moments.

Celebrity Culture: Nostalgia Meets Revival

From Liam Payne’s resurgence to Beyoncé’s record-breaking “Renaissance Tour,” celebrity names dominated search queries. Payne’s return to the spotlight, particularly after his health revelations and viral moments on social media, drove his name to the top of the entertainment category. Searches for “Liam Payne recovery” and “One Direction reunion rumours” surged by 270% in the weeks following his heartfelt interviews, underscoring the enduring pull of millennial-era pop icons.

Beyoncé’s Renaissance Tour sparked widespread digital engagement, with ‘Beyoncé tour dates’ among the most-searched phrases globally. Live Nation reported a 22% increase in concert ticket sales compared to 2023, a statistic mirrored in the search data.

Aspirational Aesthetics: From Coastal Granddaughter to Cottagecore 2.0

The phrase “Coastal Granddaughter” encapsulated the year’s fixation with aspirational living, leading to a 320% spike in global searches. The aesthetic, characterised by linen dresses, muted tones, and breezy seaside settings, gained traction on TikTok and Instagram, particularly among Gen Z and millennials. Its popularity can be tied to larger cultural movements emphasising simplicity, mindfulness, and the escapism of a slower-paced life—a direct counterbalance to the chaos of modern digital culture.

Other aesthetics like Cottagecore, rebranded with an eco-conscious twist, and the ever-popular Barbiecore also made waves. The latter enjoyed a resurgence thanks to the continued cultural momentum of Greta Gerwig’s Barbie film, with searches for “Barbie outfits” and “Barbie-themed parties” peaking around Halloween.

Technology and Self-Improvement: AI Goes Personal

If 2023 was the year AI went mainstream, 2024 was the year it got personal. Queries like “best AI fitness coach” and “AI personal assistant reviews” reflected a growing reliance on technology for day-to-day improvement. Searches for AI mental health tools doubled year-over-year, fueled by high-profile endorsements from wellness influencers and tech companies pivoting toward health-focused applications. Notably, apps like MindMate and CoachAI experienced a 150% uptick in downloads, according to app analytics firm Sensor Tower.

The rise in AI-driven solutions highlights a pivotal shift: consumers are looking for tools that don’t just inform but actively enhance their lives. In a fast-paced, tech-saturated world, the demand for AI to be a partner in wellness, creativity, and productivity reflects a deeper yearning for balance and control.

Each of these trends—be it the romanticism of past eras, the pursuit of aesthetic perfection, or the integration of AI into personal growth—offers a revealing glimpse into the cultural forces shaping 2024. Together, they form a mosaic of consumer aspirations and anxieties, one that brands and analysts alike should study closely.

Decoding Consumer Behaviour

Each trending search in 2024 reflects a deeper insight into consumer values, aspirations, and anxieties. By examining the data more closely, we can uncover the emotional and cultural drivers behind these trends—offering a roadmap for understanding where consumer priorities lie.

1. Liam Payne: Nostalgia for the Early 2010s

The resurgence of Liam Payne as a top-searched celebrity points to a yearning for the simplicity and optimism of the early 2010s. As millennials—many of whom came of age during One Direction’s peak—face the pressures of midlife, this nostalgia for their formative years has manifested in renewed interest in boyband culture. This trend aligns with a broader pattern of pop culture revivals, seen also in the resurgence of early 2000s fashion trends like cargo pants and butterfly clips.

2. Coastal Granddaughter: Aesthetic Minimalism Takes Center Stage

The rise of ‘Coastal Granddaughter’ reflects a broader shift toward simplicity and aspirational minimalism. The aesthetic’s muted colours, airy linens, and tranquil imagery symbolise an escape from the frenetic pace of digital life. It also suggests a growing appreciation for aspirational but attainable lifestyles—ones that blend minimalism with a touch of indulgence. Brands tapping into this trend, such as lifestyle influencers and boutique fashion labels, have seen a measurable boost in engagement, with TikTok videos tagged #CoastalGranddaughter garnering over 1 billion views in 2024.

3. AI Fitness and Wellness Tools: A Desire for Efficiency

Searches for “AI fitness coach” and “mental health apps” underscore a practical consumer desire: the ability to improve well-being through technology. These tools not only offer convenience but also provide the personalised insights consumers increasingly expect. The surge in such searches suggests that people are seeking efficiency in their self-improvement journeys, mirroring a larger societal emphasis on productivity—even in personal health.

4. Barbiecore: The Intersection of Fun and Feminism

The continued momentum of Barbiecore speaks to a layered cultural narrative. On the surface, it’s about vibrant colours and nostalgia fueled by the success of Greta Gerwig’s Barbie. But it also reflects a deeper societal conversation about femininity, empowerment, and the reclaiming of traditionally “girly” aesthetics. Search data shows spikes in queries related to Barbie-themed events, with a significant portion coming from millennials and Gen Z women, illustrating how the trend resonates across generations.

5. Climate-Conscious Aesthetics: Cottagecore Evolves

With “eco-Cottagecore” becoming a trending phrase, consumers are blending aesthetic preferences with environmental consciousness. This evolution of Cottagecore emphasises sustainable practices, from upcycled fashion to eco-friendly home decor. It highlights a shift in values where consumers want their lifestyle choices to reflect their ethical beliefs—an expectation increasingly directed at brands as well.

6. Wellness Through Nature: Forest Bathing and Outdoor Retreats

Searches for “forest bathing benefits” and “nature retreats near me” saw a 180% increase, signalling a rising interest in wellness practices tied to the outdoors. This trend reflects anxiety about over-reliance on technology and a desire to reconnect with the physical world. It also mirrors the broader cultural interest in mindfulness, creating opportunities for brands in travel, wellness, and even tech to innovate with nature-focused experiences.

7. Live Experiences: The Beyoncé Effect

The massive search volume for “Beyoncé tour dates” highlights a strong consumer desire for in-person experiences, even as digital entertainment options proliferate. The record-breaking attendance for her Renaissance Tour is emblematic of a broader trend: people seeking moments of collective joy and escapism in a world still recovering from the isolation of the pandemic.

From nostalgia to sustainability, the top search trends of 2024 reveal a complex but cohesive narrative: consumers are seeking balance—between the past and the present, between convenience and mindfulness, and between digital tools and real-world connections. These insights not only explain the year’s cultural fascinations but also offer brands a roadmap for meeting consumers where they are.

Trends Shaping Industries

The top Google searches of 2024 are more than just curiosities; they serve as leading indicators of industry shifts. From fashion to entertainment to wellness, these searches reveal emerging consumer demands that are already reshaping markets.

Fashion and Beauty: Lifestyle Aesthetics Drive Purchasing Decisions

The meteoric rise of “Coastal Granddaughter” and other aesthetics such as “Barbiecore” has had a measurable impact on the fashion and beauty industries. According to Lyst’s 2024 Fashion Report, searches for linen dresses and oversized cardigans—hallmarks of the Coastal Granddaughter style—increased by 40% year-over-year, driving a surge in demand for minimalist, high-quality wardrobe staples. Brands like Everlane and Reformation, which align with these aesthetic principles, reported double-digit growth in online sales during the third quarter.

Similarly, “Barbiecore” fueled a 22% spike in searches for pink apparel and accessories, with major retailers like Zara and H&M introducing Barbie-inspired collections. The beauty industry has also capitalized on these trends; data from NPD Group shows that pink-toned makeup products saw a 35% increase in sales following the success of Greta Gerwig’s Barbie film.

Entertainment: Nostalgia and Star Power Drive Demand

Consumer search trends have reaffirmed the entertainment industry’s reliance on nostalgia and star power to generate engagement. Google reported that “Liam Payne” was among the top 10 most-searched names in 2024, signalling a revival of interest in early 2010s pop icons. This trend aligns with streaming platforms capitalising on nostalgia, such as Netflix’s acquisition of early One Direction documentaries, which saw a 15% increase in viewership in November alone.

Meanwhile, Beyoncé’s Renaissance Tour demonstrated the power of live experiences. Ticketmaster’s data revealed a 28% increase in average ticket prices for her shows compared to 2019, reflecting not only the demand for in-person events but also the willingness of consumers to pay for premium, once-in-a-lifetime experiences.

Wellness: Technology Meets Self-Care

The wellness industry continues to adapt to growing consumer interest in mental health and fitness technologies. Searches for “AI fitness coach” and “mental health support apps” increased by 150% and 90%, respectively, according to Google Trends. Companies like Peloton and Calm have benefited from this surge, with Peloton reporting a 25% uptick in subscriptions tied to its AI-integrated training programs.

At the same time, the demand for personalised nutrition solutions has reshaped the diet industry. Searches for “DNA-based diets” and “customised meal plans” jumped by 70% compared to 2023, indicating a shift toward bespoke health solutions. This trend aligns with data from MarketWatch, which predicts the personalised wellness market will exceed $9 billion by 2025.

Convergence Across Industries

What’s striking about these trends is how they often intersect. The Coastal Granddaughter aesthetic, for example, not only influences fashion but also wellness, with consumers searching for “beachside yoga retreats” and “mindful coastal living.” Similarly, the resurgence of nostalgic entertainment has driven increased sales in merchandise, from concert memorabilia to limited-edition collectibles.

These trends underscore a broader consumer desire for experiences and products that feel personal, meaningful, and rooted in larger cultural narratives. For businesses, the message is clear: the key to staying relevant lies in understanding not just what consumers are searching for but why those searches matter.

What This Means for Brands

For businesses, the 2024 search trends are more than a summary of consumer curiosities—they’re a playbook for anticipating and meeting evolving demands. Leveraging search data isn’t just about understanding what consumers want today; it’s about predicting what they’ll desire tomorrow and adapting accordingly.

Leveraging Search Data for Consumer Alignment

Search data provides a direct line to consumer interests, values, and behaviours. Brands that monitor these trends can develop marketing campaigns and products that resonate with real-time needs. For instance, fashion brands that embraced the “Coastal Granddaughter” aesthetic early on reaped significant rewards. Searches for linen trousers and oversized sweaters rose by 320%, signalling a shift in consumer demand for minimalist designs.

Similarly, the surge in queries for AI wellness tools highlights a ripe opportunity for tech and wellness companies to collaborate on user-centric solutions. Companies like Calm, which incorporated AI-driven sleep coaching tools, have already capitalised on this demand, achieving a 22% growth in app downloads this year.

Staying Attuned to Micro-Trends

While macro-trends like nostalgia and sustainability provide a broad framework, the real value lies in tapping into micro-trends—specific niches that are gaining traction within larger movements. Consider the evolution of Cottagecore into eco-Cottagecore. This micro-trend combines aesthetic appeal with sustainability, signalling a dual priority for consumers: lifestyle and ethical responsibility.

By acting on these smaller but significant shifts, brands can position themselves as pioneers in emerging markets. For example, home decor companies that introduced upcycled furniture styled in eco-Cottagecore designs saw a 30% increase in sales on platforms like Etsy and Wayfair.

Agility in Marketing and Product Development

Search trends also emphasise the need for businesses to remain agile. Consumer interests evolve quickly, and brands that fail to keep up risk losing relevance. For example, in entertainment, the resurgence of Liam Payne as a search trend wasn’t just about his fame; it reflected a broader millennial desire for nostalgia. Streaming platforms that immediately highlighted content related to Payne, like old One Direction concerts or documentaries, gained significant traction compared to competitors who were slower to adapt.

Agility also extends to marketing strategies. Real-time monitoring of search trends allows marketers to craft campaigns that meet consumers where they are. Social media platforms, particularly TikTok, have become hotspots for leveraging trending aesthetics and concepts like Barbiecore. Brands that incorporated these trends in their advertising campaigns reported engagement rates that were 50% higher than standard industry benchmarks.

A Competitive Edge Through Data-Driven Insights

Ultimately, search trends offer brands a way to stay ahead of the curve, but the key is actionable insight. It’s not enough to know that consumers are searching for “mental health apps” or “AI fitness tools.” The next step is understanding the why behind the search—what emotional or practical need the consumer is trying to fulfil—and aligning your offerings accordingly.

In a rapidly evolving marketplace, the brands that succeed will be those that not only track consumer behaviour but also adapt their strategies and innovations in real time. Search trends are no longer just data points—they’re a direct reflection of the consumer psyche, and for savvy businesses, they’re a roadmap to staying relevant.

The Bigger Picture: Human Curiosity in the Digital Age

Search behaviour in 2024 offers a unique lens through which to view the complexities of modern society. At its core, these trends reveal an enduring truth about human nature: our unrelenting curiosity and desire for connection. From the nostalgic resurgence of Liam Payne to the tech-driven pursuit of personalised wellness, the intersection of past and future defines how we navigate an increasingly digital world.

The Fusion of Nostalgia and Innovation

This year’s top searches reflect a striking balance between looking back and moving forward. The popularity of searches tied to early 2010s icons like One Direction signals a collective longing for a simpler time—a yearning amplified by the uncertainty of recent years. Yet, this nostalgia is being reshaped by innovation. Platforms like Spotify and YouTube have not only made revisiting these moments effortless but have also introduced new layers of interactivity, from curated playlists to AR-enhanced concert experiences.

In the same vein, trends like Barbiecore and Coastal Granddaughter aren’t just about reliving the past; they represent a reimagining of it. These aesthetics are elevated by modern narratives around empowerment, sustainability, and mindfulness. Nostalgia may fuel the initial spark, but innovation ensures its relevance to today’s consumers.

Individuality in a Collective Context

Another defining characteristic of 2024’s search trends is the blend of individuality with collective experiences. The surge in searches for AI fitness tools and mental health apps reflects a deeply personal journey toward self-improvement, yet these tools are shared widely within digital communities. TikTok challenges centred around these technologies or lifestyle trends exemplify how deeply individual pursuits often become collective movements.

Even entertainment choices, such as the overwhelming demand for Beyoncé’s Renaissance Tour, reflect this duality. While each attendee may connect with the music in their own way, the act of participating in a global cultural moment ties them to a broader community. It’s a reminder that even in an age of hyper-personalisation, humans still seek shared experiences that transcend borders.

The Role of Digital Ecosystems

Search trends emphasise how digital platforms influence both consumer behaviour and cultural identity. Whether it’s the rise of eco-Cottagecore or the embrace of AI wellness tools, platforms like Instagram, TikTok, and Reddit serve as incubators for these movements. Algorithms surface trends, while users refine and amplify them, creating a feedback loop that drives societal shifts at unprecedented speed.

This dynamic has made search data a powerful tool—not just for marketers and brands, but for sociologists and futurists attempting to understand where society is headed. Each search is a tiny piece of a larger puzzle, reflecting how individuals make sense of an increasingly complex world.

Curiosity as a Constant

At its heart, the data reveals something timeless: humans are, above all else, curious. Whether we’re searching for practical solutions, exploring our identity, or reconnecting with the past, the act of searching is a reflection of our desire to learn, adapt, and connect. In 2024, that curiosity has taken on new forms, fueled by technology but grounded in universal emotions.

As we look ahead, it’s clear that search behavior will continue to evolve, offering even deeper insights into how society balances individuality with collective identity, and nostalgia with innovation. For those paying attention, it’s not just a reflection of where we are—it’s a guide to where we’re going.

Beyond the Keywords

The top Google searches of 2024 are more than a curiosity—they’re a window into the evolving cultural zeitgeist. They capture the hopes, fears, and aspirations that define our time, offering insights that go beyond marketing or product development. For anyone seeking to understand society, search trends provide a valuable tool for decoding how people engage with the world around them.

But this data also invites a challenge: to think critically about the searches we conduct and the trends we follow. What does our collective behaviour say about us? How do the answers we seek shape the world we live in?

As technology continues to influence every aspect of our lives, understanding search behaviour is not just a task for marketers or data analysts—it’s an opportunity for anyone curious about the intersection of culture, innovation, and identity.

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In a survey by the American Marketing Association, 60% of marketers admitted that despite access to advanced analytics, they often struggle to translate data into actionable strategies. Numbers reveal what is happening but rarely explain why. For decades, traditional market research focused on quantifying trends, assuming consumers acted as rational decision-makers. But real-world consumer behaviour rarely aligns with such tidy assumptions.

Take, for example, a global beverage brand that saw declining sales despite introducing a competitively priced, healthier product line. The numbers pointed to price sensitivity as the culprit, but behavioural analysis revealed something deeper: consumers viewed the product as “too healthy,” clashing with their perception of indulgence in that category. This insight redirected their marketing approach and revitalised the brand’s market position.

Behavioural science is no longer optional in market research. By revealing the psychological forces behind decisions, brands can better predict and meet consumer needs. This shift marks a new era in market analysis, where understanding the mind of the consumer is as critical as analyzing the data they leave behind.

The Limitations of Numbers Alone

Data dominates modern marketing but loses value without context. While numbers can quantify consumer actions, they rarely capture the underlying motivations. Overreliance on quantitative data can lead to missteps that derail even the most promising campaigns.

Consider the infamous launch of New Coke in the 1980s, a cautionary tale still dissected in marketing circles. Coca-Cola relied heavily on blind taste test data, which showed consumers preferred the sweeter formula over the original. But the research failed to consider the emotional attachment customers had to the brand’s legacy and its connection to American identity. The result was a backlash so severe that the company was forced to reverse course, reintroducing “Coca-Cola Classic” just 79 days later.

Such missteps highlight the risks of treating data as an endpoint rather than a starting point. Without qualitative insights to provide context, brands can misinterpret what their audience truly values. A spike in web traffic might signal interest, but it doesn’t explain why visitors aren’t converting. A decline in sales could point to pricing issues—or an unmet emotional need in the product experience.

Quantitative data lays the groundwork, but motivations emerge only when emotional and psychological factors are explored. The integration of behavioural insights is critical to bridging this gap, turning raw data into strategies that align with human complexity. By combining numbers with a deeper understanding of consumer psychology, brands can avoid surface-level interpretations and unlock insights that drive meaningful results.

Research-brief

The Role of Behavioral Insights

Behavioural science, the study of how people make decisions and act on them, has redefined market research by uncovering the hidden forces that drive consumer behaviour. It bridges the gap between what people say and what they actually do, often revealing contradictions that traditional data overlooks.

One cornerstone of behavioural science is the concept of cognitive biases—systematic errors in thinking that influence decisions. For example, the anchoring bias, where initial information disproportionately affects judgment, can explain why pricing strategies are as much about perception as they are about value. Similarly, decision-making heuristics, or mental shortcuts, show how consumers simplify complex choices, such as defaulting to well-known brands in uncertain scenarios.

Emotional drivers also play a pivotal role in consumer behaviour, often outweighing logical factors. A 2021 study in the UK revealed that over 70% of electric vehicle (EV) buyers were motivated not by cost savings but by the status associated with owning an environmentally friendly car. Brands that tapped into this emotional narrative, like Tesla and BMW, successfully positioned their products as aspirational symbols rather than mere alternatives to petrol vehicles.

In Asia, behavioural insights have driven transformative campaigns. When Singapore’s Health Promotion Board sought to reduce sugary drink consumption, it recognised that traditional awareness campaigns wouldn’t suffice. Behavioural research revealed that consumers often underestimated their sugar intake and lacked clear incentives to change their habits. The board implemented a “graded sugar labelling” system, combining visual cues with clear behavioural nudges. Within months, sales of high-sugar drinks declined, and healthier options gained traction.

By integrating these principles, market researchers can move beyond surface-level observations to uncover deeper truths about their audience. Behavioural insights don’t just explain consumer choices—they empower brands to shape them. For companies operating in competitive markets, this approach can mean the difference between relevance and obscurity.

Integrating Behavioral Science into Market Analysis

Leading companies are no longer content with data that merely track trends—they’re pairing it with behavioural insights to craft strategies rooted in the complexities of human decision-making. This integration of traditional analysis with behavioural science allows brands to decode not just what consumers do but why they do it, enabling sharper predictions and more effective interventions.

Methodologies like qualitative interviews and focus groups have become indispensable for exploring consumer psychology. These techniques go beyond numbers, uncovering emotional drivers, subconscious motivations, and the social dynamics that shape choices. For example, ethnographic studies—where researchers observe consumers in their natural environments—have provided pivotal insights into shopping behaviours. A multinational retailer in Southeast Asia used this approach to discover that cultural norms around gift-giving heavily influenced their product selections. By tailoring marketing campaigns to emphasise these traditions, the company saw a measurable uptick in seasonal sales.

Innovative tools are making it easier to adopt this hybrid approach. Implicit Association Tests (IATs), which measure unconscious biases, are helping brands understand how consumers truly perceive their products. For instance, a European fashion brand used IATs to test reactions to sustainable clothing lines, uncovering a gap between consumers’ stated eco-conscious values and their actual purchase behaviour. Armed with these insights, the company adjusted its messaging to focus on design and quality first, with sustainability as a secondary benefit—a strategy that boosted sales significantly.

Frameworks like the COM-B model, which examines behaviour through the lenses of capability, opportunity, and motivation, are also gaining traction. By applying this framework, a global food company identified barriers to healthier eating among its target audience in the UK, leading to product innovations and targeted marketing campaigns that drove healthier choices without alienating its core customer base.

Behavioural science enriches traditional market analysis rather than replacing it. By embracing these methodologies and tools, brands can craft strategies that not only align with consumer behaviour but actively influence it. For businesses navigating today’s complex markets, this integrated approach is fast becoming a competitive advantage.

iHerb’s Strategy in Singapore and Malaysia

iHerb, an online retailer specialising in health products, aimed to strengthen its position in the Southeast Asian markets of Singapore and Malaysia. The company engaged in market research to understand consumer behaviour and preferences in these regions.

By integrating behavioural insights, iHerb identified key factors influencing consumer purchasing decisions, such as cultural attitudes toward health supplements and online shopping behaviours. iHerb tailored its products and messaging to local preferences, boosting customer engagement and business growth in Southeast Asia.

Hindustan Unilever Limited’s Lifebuoy Campaign in India

Hindustan Unilever Limited (HUL) faced the challenge of promoting handwashing with soap in rural India, where traditional habits and limited awareness hindered adoption. Recognising that mere information dissemination was insufficient, HUL employed behavioural science principles to drive change.

The company launched the “Lifebuoy Swasthya Chetna” campaign, focusing on creating emotional connections and leveraging social norms. By engaging local influencers and organising community events, HUL made handwashing a socially accepted practice. This approach led to a significant increase in handwashing with soap, reaching over 130 million people across 44,000 villages. The campaign not only improved public health but also strengthened Lifebuoy’s market position in India.

Grab’s Personalised Marketing in Singapore

Grab, Southeast Asia’s leading superapp, sought to enhance customer engagement in Singapore’s competitive market. By analyzing user behaviour and preferences, Grab implemented personalised marketing strategies, including targeted promotions and tailored recommendations.

This data-driven approach resulted in a 65% increase in sales for GrabFood, the company’s food delivery service. The success underscores the effectiveness of leveraging behavioural insights to drive customer engagement and revenue growth.

Challenges and Ethical Considerations

While behavioural insights have opened new doors in market research, they also present unique challenges that demand careful navigation. From biases in research methodologies to the ethical use of consumer data, companies must tread cautiously to maintain trust and ensure fairness.

One of the primary challenges is the potential for bias within behavioural research itself. Confirmation bias, where researchers unconsciously seek data that supports pre-existing assumptions, can skew findings and lead to flawed strategies. Similarly, sampling bias—failing to capture a truly representative audience—can result in insights that don’t align with the broader market. For instance, a luxury brand in India once miscalculated demand for a high-end product line after conducting surveys exclusively in metropolitan areas, neglecting the purchasing power and preferences of affluent consumers in smaller cities.

Ethical considerations loom even larger. As behavioral science delves into the psychology of consumers, it raises questions about manipulation versus influence. Where should companies draw the line between encouraging certain behaviors and exploiting vulnerabilities? For example, “nudge” strategies, such as default options that steer consumers toward specific choices, can be powerful—but if not transparently communicated, they risk eroding trust.

Data privacy is critical, especially in fast-digitising markets like the Philippines and Indonesia, where consumers are wary of data collection practices. Missteps here can result in backlash, as seen with global brands that faced public scrutiny for overly intrusive data collection practices.

To navigate these challenges, companies must adopt rigorous ethical frameworks. Transparency is paramount—consumers should understand not only what data is being collected but also how it will be used. In China, for example, some e-commerce platforms have introduced clear opt-in mechanisms for personalised recommendations, demonstrating respect for user autonomy while still leveraging behavioural insights.

Balancing innovation with ethical responsibility also requires ongoing dialogue. Cross-disciplinary teams, including behavioural scientists, marketers, and legal experts, can help identify potential risks early and ensure strategies align with ethical standards. This approach safeguards brand reputation and fosters trust, essential in today’s market.

Behavioral science has immense potential to enhance market research, but its power must be wielded with care. Companies that prioritise ethical considerations while embracing these insights will not only unlock new growth opportunities but also set themselves apart as responsible market leaders.

Moving Forward

Behavioral science is no longer a luxury in market research—it’s a necessity. By revealing the psychological and emotional underpinnings of consumer decisions, it elevates raw data into actionable insights, enabling brands to connect with audiences on a deeper, more meaningful level. The case studies and strategies emerging from Asia and beyond prove that this integration isn’t just effective—it’s transformative.

But as with any powerful tool, its application requires precision, care, and an unwavering commitment to ethics. The most successful brands of tomorrow will be those that not only embrace behavioural insights but do so transparently, respecting the trust of the very consumers they aim to understand.

In a world where technology continues to reshape how we shop, think, and live, the ability to decode human behaviour will become even more critical. For market researchers and brand leaders, the challenge isn’t just to keep up with these changes—it’s to stay ahead of them, anticipating needs before they’re articulated and crafting strategies that resonate in an increasingly complex landscape.

Behavioral science provides the key to understanding consumers and shaping the future of market analysis. And in a rapidly evolving world, that future starts now.

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In India, a financial revolution is quietly taking shape. Over two-thirds of Gen Z and Millennials in India now use neo-banks—digital-only platforms built for a mobile-first world—demonstrating a major shift in youth banking habits.

Data from our study, “Gen Z and Millennials’ Trust in Neo-Banks Across Southeast Asia,” conducted in partnership with PureSpectrum, indicates that convenience and digital services rank highest among the factors influencing bank selection among Indian youth. This preference signals a shift away from traditional banks, where legacy and reputation—a cornerstone for earlier generations—were ranked as the top priority by only 3% of respondents.

Setting the Scene: India’s Youth and Financial Ecosystem

With a median age of 28, India has one of the youngest populations globally. According to United Nations data, Gen Z and Millennials together account for over 50% of the country’s 1.4 billion people. This demographic weight has profound implications for industries across the board, but nowhere is its impact more visible than in banking.

Younger generations’ demand for tech-driven solutions has paved the way for a neo-bank boom. With 750 million internet users and growing smartphone penetration, India’s digital infrastructure provides a solid foundation for this transformation. For many of these young consumers, the appeal of neo-banks lies in their ability to sidestep the inefficiencies associated with traditional banks, including long queues, cumbersome paperwork, and limited operating hours.

Historically, India’s banking sector has been dominated by well-established institutions like the State Bank of India (SBI) and ICICI Bank, whose extensive branch networks were critical for trust and accessibility. However, these legacy systems are now struggling to keep pace with the demands of a digital-first audience. While traditional banks have introduced online services, they often lack the seamless user experience and agility that define neo-banks.

This shift reflects broader global trends but is particularly pronounced in India, where financial innovation is meeting the needs of an increasingly mobile and tech-savvy population. The question is no longer whether neo-banks can compete with traditional institutions but how quickly they can capture market share in a country ripe for digital disruption.

Cultural and Behavioral Insights

India’s youth are redefining banking, favoring innovation and convenience over the legacy markers valued by previous generations. For Gen Z and Millennials, 24/7 accessibility and personalized experiences take precedence. These consumers expect banks to function like their favorite apps: intuitive, always accessible, and personalized.

This cohort values the integration of banking with other digital services, such as wallets, investments, and financial analytics. For instance, many neo-banks provide seamless connections with UPI-based payments and budgeting tools that allow users to track expenses in real time. These features align with the preferences of a generation accustomed to managing their lives digitally.

Traditional banks, with their reliance on physical infrastructure and slower adaptation to technological advances, are increasingly seen as outdated by India’s youth. Legacy and reputation, once cornerstones of trust, no longer hold the same appeal. The generational shift reflects a broader trend: trust is now built through convenience, innovation, and transparency, rather than through long-established institutional histories.

Key Finding #1: Digital-First Banking is the Norm

For India’s youth, banking is no longer tied to physical branches or traditional methods. Research shows 67% of Indian respondents currently use neo-bank services, reflecting a strong shift toward digital-first banking. This trend is driven by convenience, speed, and accessibility—factors that resonate strongly with a generation accustomed to on-demand services.

India’s adoption of neo-banks aligns with a global shift toward digital banking, but the country’s growth trajectory stands out. With India ranking among the largest online populations in the world, affordable smartphones, and low-cost data plans have accelerated this shift, extending digital banking to remote regions.

Another key enabler of this shift has been the Unified Payments Interface (UPI), a government-backed platform that has revolutionized financial transactions. In 2023, UPI processed over 10 billion transactions in a single month, underscoring the scale of its adoption. Neo-banks have seamlessly integrated with UPI, offering users a one-stop solution for payments, savings, and account management, making them a natural choice for digitally native consumers.

Globally, countries like Singapore and South Korea have led the way in digital banking adoption, but India’s unique combination of demographics and infrastructure is positioning it as a leader in this space. Unlike many developed markets, where traditional banks still hold significant sway, India’s younger population is less tied to legacy institutions, giving neo-banks a competitive edge.

This rapid shift is reshaping India’s financial landscape, making digital-first banking not just an option but the norm for millions of young consumers. As neo-banks continue to innovate, their role in India’s economic ecosystem is set to grow even further, challenging traditional banks to adapt or risk obsolescence.

Key Finding #2: What Matters Most to Indian Youth

For India’s young consumers, banking priorities are clear: convenience and digital services rank as the most important factors when selecting a financial institution. According to our study, these attributes consistently outpaced traditional criteria like reputation or customer service, reflecting a generational shift in expectations. Neo-banks, designed for app-first, seamless experiences, have become the go-to choice for Gen Z and Millennials seeking efficient financial tools.

Low fees and attractive interest rates further enhance the appeal of neo-banks. Unlike traditional banks, which often charge maintenance fees or impose minimum balance requirements, many neo-banks offer zero-fee accounts and competitive savings rates. For price-conscious users, these features are game-changers.

Several players have emerged as frontrunners in India’s neo-banking ecosystem, each targeting the youth market with tailored solutions:

  • Jupiter: Designed for digital natives, Jupiter offers intuitive money management tools, including personalized expense insights and instant account setup.
  • Niyo: Focused on global travelers and professionals, Niyo provides multi-currency accounts, competitive forex rates, and seamless integration with international payment platforms.
  • RazorpayX: Catering to freelancers and small businesses, RazorpayX combines traditional banking features with advanced analytics, enabling users to manage cash flow and automate transactions effortlessly.

These neo-banks distinguish themselves by addressing pain points that traditional banks have struggled to resolve. Whether it’s the ability to open an account in minutes or access detailed spending breakdowns at a glance, these features align with the tech-savvy expectations of India’s youth.

By prioritizing innovation and user-centric design, neo-banks are not just meeting the needs of their customers—they are redefining what Indian consumers expect from banking. For the country’s Gen Z and Millennials, convenience is no longer a bonus; it’s a baseline requirement.

Bridging Gaps in Financial Inclusion

Neo-banks are pivotal to India’s digital transformation, driving financial inclusion nationwide. While urban adoption has been swift, neo-banks are increasingly reaching underserved markets in tier-2 and tier-3 cities. According to Statista, smartphone penetration in India is projected to hit 76% by 2025, creating fertile ground for digital-first banking solutions.

Yet, building trust remains a hurdle, especially in regions loyal to traditional banks. Security concerns were cited by more than two-thirds of respondents as a significant barrier, reflecting broader anxieties about data privacy in a country that has seen its share of cyberattacks on financial platforms.

Broader Economic Impact

Neo-banks are not just reshaping how individuals interact with their money—they are also driving financial inclusion across India. Digital-first platforms have significantly reduced the barriers to accessing banking services, especially in tier 2 and tier 3 cities, where traditional bank branches are often sparse. With a smartphone and an internet connection, users in these regions can open accounts, transfer funds, and access savings tools in minutes.

Neo-banks have become indispensable for gig economy workers and small businesses. Platforms like RazorpayX offer features tailored to freelancers and entrepreneurs, such as automated payment systems and cash flow management tools. These innovations enable small-scale enterprises, which often face hurdles with traditional banks, to operate more efficiently and securely.

Government initiatives have played a critical role in fostering this transformation. Programs under Digital India have expanded internet access to rural areas, while open banking frameworks introduced by the Reserve Bank of India (RBI) encourage collaboration between fintech firms and traditional financial institutions. The growth of UPI, which neo-banks heavily rely on, is another testament to how public policy has facilitated financial innovation.

As neo-banks continue to grow, their ability to integrate underserved populations into the formal financial system has broader implications for economic development. By democratizing access to banking, they are not just meeting the needs of India’s youth but also contributing to the country’s long-term economic resilience.

Comparative Lens: How India Stands Out

India’s neo-bank adoption is part of a larger regional trend, but certain factors make its growth trajectory unique. Compared to its Southeast Asian neighbors, India has a distinct mix of demographic advantages, technological infrastructure, and regulatory challenges that shape its neo-banking landscape.

Here’s how India compares with these markets:

AspectIndiaSingaporeMalaysiaPhilippines
Neo-Bank Adoption67% of respondents use or have used neo-banks66%, led by high smartphone penetration62%, with strong focus on convenience67%, heavily reliant on mobile banking
Primary DriversConvenience, low fees, and digital servicesHigh trust in digital-first institutionsAffordable fintech servicesCustomer service and ease of use
ChallengesSecurity concerns and limited service optionsSmall market size, regulatory clarityTrust in legacy banks still significantLower internet penetration in rural areas
Government RoleUPI, Digital India initiativesStrong fintech ecosystem, MAS supportPublic-private collaboration on fintechLagging fintech adoption support
Demographic AdvantageYoung, tech-savvy population Wealthy, digitally literate populationBalanced mix of urban and rural usersUrban growth driving fintech adoption

Key Observations:

  1. Adoption Rates: India matches the Philippines in adoption rates at 67%, despite differences in population size and banking infrastructure.
  2. Government Support: India’s proactive government initiatives, such as UPI and open banking frameworks, provide a robust foundation for neo-bank growth, unlike the slower regulatory progress seen in the Philippines.
  3. Challenges and Opportunities: Security concerns are a shared challenge across markets, but India’s vast young population and expanding digital reach give it unmatched potential for neo-bank proliferation.

India’s sheer scale and demographic profile set it apart from its regional counterparts. While Singapore leads in trust and Malaysia excels in convenience-driven adoption, India’s combination of innovation and policy support positions it as a leader in the neo-bank revolution across Southeast Asia.

A Competitive Landscape

The rise of neo-banks has not gone unnoticed by traditional banking giants. Many are now exploring partnerships with fintech companies to remain competitive, while some, like ICICI and HDFC Bank, have launched their own digital offerings to retain their customer base.

Despite these efforts, neo-banks’ lean structures and focus on user experience give them an edge. Their ability to integrate with popular payment platforms, budgeting tools, and investment services makes them particularly appealing to Millennials and Gen Z, who prefer consolidated, intuitive financial ecosystems.

Key Finding #3: Challenges for Neo-Banks in India

Despite their growing popularity, neo-banks in India face significant challenges in their quest for widespread adoption. The most pressing concern is security and trust, cited by 67% of respondents as a barrier to fully embracing digital-only banking. For a population that has historically relied on well-established banks with physical branches, neo-banks must overcome skepticism about the safety of their platforms and the privacy of sensitive financial data.

India’s fintech space has seen its share of high-profile security breaches, which have contributed to these concerns. For instance, in 2022, the personal data of millions of users from a popular digital payment app was reportedly leaked online, raising alarms about the vulnerabilities of digital financial services. Although neo-banks are investing heavily in cybersecurity measures, such incidents make it challenging to build trust, particularly among first-time users.

Another hurdle for neo-banks is their limited service offerings compared to traditional banks. While neo-banks excel in day-to-day financial management—such as payments, savings, and money transfers—they often lack critical features like loans, credit cards, or mortgage options. For many users, these omissions make neo-banks a supplemental rather than primary banking choice.

The regulatory environment also plays a role. Neo-banks in India operate in partnership with traditional banks, as the Reserve Bank of India (RBI) does not currently permit fully independent digital banks. This dependency can limit the scope of services and innovation that neo-banks can provide.

To remain competitive, neo-banks must address these barriers head-on. Enhancing transparency around security protocols, expanding service offerings, and strengthening partnerships with traditional banks are crucial steps toward winning the trust of India’s young consumers. As the market matures, the ability to overcome these challenges will determine whether neo-banks can evolve from niche disruptors to mainstream players in India’s financial ecosystem.

What’s Next for Neo-Banks in India?

The future of neo-banks in India is bright but will require strategic evolution to sustain momentum. One key development will likely be increased partnerships between traditional banks and fintech companies. These collaborations will help neo-banks navigate India’s regulatory landscape, which currently restricts fully independent digital banks. By leveraging the infrastructure and licenses of established banks, neo-banks can expand their reach while addressing compliance requirements.

Security and trust, consistently highlighted as barriers, are also areas ripe for improvement. As neo-banks continue to invest in advanced cybersecurity protocols—including biometric authentication, encryption, and real-time fraud detection—they can reassure customers about the safety of their platforms. Transparent communication about these measures will be essential for building long-term trust.

Expanding service offerings is another critical priority. Neo-banks have primarily focused on payments, savings, and money management, but the next phase will likely include loans, investment products, and credit facilities. These additions will allow neo-banks to transition from supplementary services to full-fledged financial ecosystems, increasing their appeal as primary banking providers.

As smartphone penetration deepens and India’s digital infrastructure improves, neo-banks are also expected to play a greater role in financial inclusion. By innovating to meet the unique needs of rural and underserved communities, these platforms can help bridge the gap between India’s urban and rural economies, fostering equitable growth.

India’s journey toward becoming a global fintech powerhouse is just beginning. With a young, tech-savvy population at the helm, supported by progressive government policies and relentless innovation, the future of banking in India is undoubtedly digital—and it’s already here.

To access our insight summary from our study, click here.

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The consumer goods industry is at a pivotal moment, driven by evolving consumer preferences, new technologies, and growing sustainability concerns. As consumers become more empowered by digital tools and increasingly focused on environmental and social responsibility, the traditional methods of doing business are being rapidly redefined. From personalised products to new digital-first experiences, these changes are forcing businesses to stay agile and innovative to remain competitive in a crowded market.

In this blog, we’ll explore the four trends that are set to disrupt the consumer goods sector in 2025: the growth of direct-to-consumer (DTC) strategies, the rise of hyper-personalised products, the shift towards sustainability and the circular economy, and the power of social commerce. These trends offer exciting opportunities for businesses to stay ahead and capitalise on emerging consumer demands.

Trend 1: Direct-to-Consumer (DTC) Expansion

Brands are increasingly bypassing traditional retail channels and embracing Direct-to-Consumer (DTC) strategies to establish stronger customer relationships and gain greater control over the buyer journey. With the growth of advanced e-commerce platforms and personalised marketing, businesses are now able to engage directly with consumers, eliminating intermediaries and enabling a more customised, efficient shopping experience.

By adopting DTC strategies, companies can own the customer relationship and the valuable data it generates. This access allows businesses to gain deeper insights into consumer behaviour, preferences, and buying patterns, which can then be leveraged to improve product offerings, customer service, and marketing efforts. Furthermore, cutting out intermediaries means higher margins for brands, as they can set their prices and control their distribution channels without relying on third-party retailers.

However, this shift towards DTC also demands innovation in digital marketing, logistics, and fulfilment operations. To successfully build and scale DTC models, brands need to invest in e-commerce technology, data analytics, and effective customer engagement strategies. 

As more brands pivot to this model, the competitive landscape will be increasingly defined by those that can offer seamless and personalised experiences directly to the consumer.

Case Study: Warby Parker’s DTC Success

Warby Parker, the eyewear brand known for its direct-to-consumer model, has successfully disrupted the traditional optical retail industry. By cutting out the middleman, Warby Parker offers stylish, high-quality eyewear at a fraction of the price charged by traditional retailers. The company leverages its strong online presence, innovative at-home try-on programs, and personalised service to engage customers. With the added benefit of owning valuable customer data, Warby Parker has been able to enhance product development and create more tailored marketing strategies, boosting customer loyalty and expanding its reach. The brand’s approach demonstrates how DTC models not only provide cost advantages but also foster a deeper connection with consumers.

Trend 2: Hyper-Personalised Products

Consumers are increasingly seeking products that are tailored to their individual preferences, whether it’s skincare developed based on DNA testing or food options that can be customised to dietary needs. This demand for personalisation is reshaping industries, and advances in data analytics and manufacturing technologies are enabling mass personalisation at scale. Companies are no longer simply offering one-size-fits-all products; they are developing customised solutions that meet the unique needs of each consumer.

This trend is changing the way brands approach product development and inventory management. With data-driven insights, businesses can create more targeted offerings, reduce waste, and ensure products align with consumer desires. Personalised products also require a shift in supply chain strategies as brands move from mass production to more flexible, on-demand manufacturing processes that can efficiently meet the demand for customisation.

By offering unique, customised solutions, businesses can differentiate themselves in a crowded marketplace. This hyper-personalisation creates a competitive edge, enabling brands to build stronger customer loyalty and foster deeper emotional connections with consumers. However, the shift to mass personalisation also requires significant investment in technology and consumer data insights to accurately predict and meet individual preferences.

As brands navigate this space, they must ensure they are using data responsibly while delivering value that resonates with the consumer’s personalised experience.

Case Study: Casetify – Revolutionising Personalised Phone Accessories

Casetify, a Hong Kong-based brand, has transformed the phone accessory market by offering highly personalised products. The brand allows customers to design custom phone cases by uploading their own photos, artwork, or choosing from a wide variety of pre-designed templates. This level of personalisation has made Casetify a standout in the crowded phone case market, appealing to consumers who want unique, custom-made accessories that reflect their personal style.

Casetify’s user-friendly platform makes the customisation process seamless, enabling users to create a wide range of products—from phone cases to tech accessories—tailored to their specific tastes. By offering this hyper-personalised experience, Casetify has positioned itself as a leader in the growing trend of mass customisation in consumer goods, fostering a deeper connection with its customer base and enhancing brand loyalty.

Trend 3: Circular Economy and Sustainable Practices

Sustainability is no longer optional for businesses; it has become a critical factor in consumer decision-making. With increasing consumer awareness around environmental issues, brands are under pressure to reduce waste and embrace the circular economy. Practices such as refillable packaging, the use of recycled materials, and take-back programs are becoming standard, as more consumers favour brands that demonstrate a commitment to sustainability.

This shift requires companies to rethink product design and lifecycle management. The traditional model of “take, make, dispose” is being replaced by a more sustainable approach, where products are designed with their entire lifecycle in mind. Companies are focusing on creating products that can be reused, recycled, or upcycled, thus minimising waste and reducing their environmental impact.

The demand for sustainable products not only appeals to eco-conscious consumers but also helps businesses meet growing regulatory demands. Governments are increasingly implementing stricter environmental regulations, and companies that prioritise sustainability will be better positioned to comply with these rules. Furthermore, businesses that embrace the circular economy can create new revenue streams by incorporating recycling and re-commerce initiatives. This includes reselling pre-owned products, offering trade-in programs, or utilising recycled materials for new product lines, thus contributing to a more sustainable and profitable business model.

As sustainability continues to shape consumer expectations, companies that lead the way in circular practices will gain a significant competitive edge in the marketplace.

Case Study: Finline Furniture – Pioneering Circular Economy in Furniture

Finline Furniture, a UK-based company, is taking an innovative approach to sustainability by refurbishing old couches into new products, contributing to the circular economy. Rather than letting used furniture end up in landfills, Finline gives it a second life through careful refurbishment and reupholstery. This process not only reduces waste but also minimises the environmental impact of manufacturing new furniture.

By embracing this circular model, Finline Furniture helps promote sustainability in the home furnishings industry. The company’s approach offers customers an eco-friendly option for updating their furniture without the environmental cost associated with purchasing brand-new items. This commitment to sustainability is a key differentiator in an increasingly eco-conscious marketplace, and it underscores how companies can innovate to reduce their carbon footprint while offering high-quality, sustainable products.

Trend 4: The Influence of Social Commerce

Social media platforms are becoming dominant sales channels as consumers increasingly discover, research, and purchase products directly from their feeds. From Instagram to TikTok, platforms are evolving into marketplaces where products can be bought with a few taps. Influencer-driven campaigns, live shopping events, and shoppable posts are driving impulse purchases and fostering deeper brand loyalty, making social commerce a critical part of any modern marketing strategy.

This shift is prompting businesses to reallocate marketing budgets toward social-first strategies as companies seek to tap into the massive potential of social media-driven sales. Social commerce requires seamless integration between content and commerce, providing a frictionless experience for customers. Whether it’s a product showcased in a story or a livestream event, the ability for users to purchase directly from their social feed is changing the way consumers interact with brands.

Additionally, social commerce is increasing reliance on micro and nano influencers, who offer higher engagement rates and a more authentic connection with their audiences. Brands are moving away from traditional celebrity endorsements, instead choosing smaller influencers who resonate more personally with niche communities. This strategy not only builds trust but also drives higher conversion rates, making influencers a valuable asset in social commerce campaigns.

The rise of social commerce represents a fundamental shift in how brands approach sales, with the lines between content creation and retail becoming increasingly blurred. As this trend continues to grow, companies that successfully integrate social media into their sales strategy will be well-positioned to lead in the evolving digital marketplace.

Case Study: Shopify – Empowering Social Commerce for Merchants

Shopify, a leading e-commerce platform based in Canada, has significantly transformed the way businesses engage with consumers through its robust social commerce tools. By allowing merchants to sell directly on platforms like Facebook and Instagram, Shopify has enabled businesses to integrate their online stores seamlessly with social media, creating a more immersive shopping experience for consumers.

This integration enhances the social shopping experience by allowing customers to browse, discover, and purchase products without leaving the platform. Shopify’s social commerce tools include features like shoppable posts, Instagram checkout, and Facebook’s marketplace integration, making it easier for businesses to convert social media engagement into actual sales.

The platform’s social commerce features have proven to be especially beneficial for small and medium-sized businesses, enabling them to reach new audiences and increase conversions. By connecting their Shopify stores directly to social platforms, merchants can track engagement and optimise their social commerce strategies, ensuring better targeting and a more personalised shopping experience.

Shopify’s continued innovation in social commerce exemplifies the growing importance of integrating e-commerce with social media platforms. As social commerce continues to gain traction, Shopify’s tools are helping merchants of all sizes thrive in the competitive digital marketplace.

Final Thoughts

The trends reshaping the consumer goods industry—Direct-to-Consumer expansion, hyper-personalised products, sustainability initiatives, and the rise of social commerce—are not just passing fads but transformative shifts. These trends are fundamentally changing how brands engage with consumers, how products are designed and marketed, and how businesses operate in a rapidly evolving landscape. As consumer expectations continue to evolve, brands must stay agile and embrace innovation, sustainability, and digital-first strategies to remain competitive.

To stay ahead of the curve and capitalise on these disruptions, businesses must prioritise customer-centric solutions, invest in sustainable practices, and leverage the power of digital transformation. For more insights into the latest trends and strategies shaping the future of the consumer goods industry, subscribe to Connecting the Dots, our monthly e-newsletter. Stay informed, stay inspired, and lead the change in your industry.

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The animal health industry is entering a transformative phase at the intersection of technology, science, and growing consumer awareness. With increasing recognition of its vital role in food security, zoonotic disease prevention, and the rapidly expanding pet care market, the sector is evolving to meet complex global challenges.

From precision technologies to sustainable innovations, animal health is no longer just about care—it’s about creating systems that are efficient, data-driven, and responsive to modern needs. In fact, the World Organisation for Animal Health (WOAH) reports that over 75% of emerging human infectious diseases originate in animals, highlighting the critical importance of advancements in this field.

This blog explores four key trends poised to redefine animal health in 2025, offering a glimpse into the future of veterinary care, disease prevention, and sustainability.

Trend 1: Growth of Telemedicine and Digital Health Tools

Telemedicine is revolutionising animal health by making veterinary care more accessible, data-driven, and cost-efficient. Through virtual consultations and the growing adoption of wearable devices, pets and livestock can now receive timely medical attention without the need for frequent in-person visits. This trend is reshaping how animal health is monitored and managed, particularly in rural or underserved areas where access to veterinary services has traditionally been limited.

Wearable devices, such as smart collars and health trackers, provide real-time insights into animals’ vital signs, activity levels, and behavioural patterns. This continuous data stream enables early detection of illnesses, allowing for faster intervention and improved outcomes. According to a 2024 report by Grand View Research, the global animal telehealth market is projected to grow at over 17% annually, driven by advancements in technology and increasing pet ownership.

For livestock managers, digital health tools offer significant cost savings by streamlining herd management and reducing reliance on emergency veterinary visits. Remote health monitoring also minimises disruptions to farming operations while ensuring the overall health and productivity of animals.

As telemedicine becomes more sophisticated and widely adopted, it is transforming veterinary care into a proactive, technology-driven practice that benefits both pets and livestock. This shift not only improves animal health outcomes but also enhances convenience and affordability for owners and caretakers.

Case Study: VetTriage’s Remote Consultations for Exotic Species

VetTriage, a telemedicine service based in Las Vegas, Nevada, has expanded its offerings to include remote consultations for exotic animal species. By utilizing video conferencing and digital diagnostic tools, veterinarians can assess and advise on the care of exotic pets, such as reptiles, birds, and small mammals, without the need for the animal to be transported. This approach minimises stress for the animals and reduces logistical challenges for owners. For example, a case study published in Frontiers in Veterinary Science detailed how VetTriage provided remote guidance for a client with a pet iguana exhibiting signs of respiratory distress. Through video consultation, the veterinarian recommended immediate environmental adjustments and arranged for in-person follow-up care, effectively managing the situation without initial physical examination.

Trend 2: Advancements in Vaccination and Disease Prevention

The animal health industry is seeing a breakthrough in disease prevention, driven by innovative vaccine technologies such as mRNA-based vaccines and edible vaccines. These new-generation solutions are poised to combat zoonotic diseases, which can jump from animals to humans, and address challenges in livestock care by making vaccination easier, more effective, and scalable.

Traditional vaccines often face logistical hurdles, such as the need for a cold chain to maintain efficacy, especially in remote or developing regions. mRNA-based vaccines, already proven in human health, offer a promising alternative. These vaccines can be more stable at higher temperatures, significantly reducing cold chain dependency and making distribution easier and more cost-effective. Additionally, edible vaccines—delivered through food or water—can simplify the vaccination process for livestock, lowering costs for farmers and minimising handling stress on animals.

This innovation is particularly critical in agriculture, where disease outbreaks can lead to significant economic losses. For instance, mRNA vaccines could prevent livestock diseases like Foot-and-Mouth Disease (FMD), which devastates animal populations and disrupts trade. By improving disease prevention, these technologies reduce the impact of outbreaks on agriculture, helping stabilise food supply chains.

The potential of these vaccines extends beyond agriculture—by addressing zoonotic diseases, they improve global health security, reducing the risk of outbreaks that could threaten human populations. This makes them an essential part of global efforts to combat emerging diseases, especially in regions with limited access to conventional vaccination methods. As these innovations continue to develop, they will offer scalable and cost-effective solutions, transforming the future of animal health care worldwide.

Case Study: Development of mRNA Vaccines for Avian Influenza in Livestock

In response to the avian influenza outbreak affecting U.S. dairy cows, researchers are developing mRNA vaccines to protect both animals and humans. The U.S. Department of Agriculture initiated trials in June 2024, administering a vaccine developed by the University of Pennsylvania to dairy calves. This approach aims to reduce virus transmission to dairy workers and mitigate the risk of human-to-human spread. The vaccine leverages mRNA technology, similar to COVID-19 vaccines, offering a rapid and adaptable solution to emerging infectious diseases.

Trend 3: Alternative Proteins for Animal Feed

As sustainability becomes a top priority, alternative proteins such as insect-based feeds, algae, and lab-grown ingredients are emerging as viable replacements for traditional animal feed sources. These alternatives are not only nutritionally equivalent to conventional feeds but also offer significant environmental benefits, making them key to the future of sustainable agriculture and aquaculture.

The traditional feed industry has long relied on ingredients like soy and fishmeal, which contribute to deforestation and overfishing. By shifting to alternative proteins, farmers and producers can reduce their environmental footprint, helping address critical challenges such as land-use change and biodiversity loss. Insect farming, for example, uses minimal space and water and can be a sustainable source of protein for both livestock and aquaculture. Similarly, algae-based feeds offer a rich source of omega-3 fatty acids and protein, essential for healthy animal growth.

These alternative feeds also contribute to lowering greenhouse gas emissions. Traditional feed production is resource-intensive, requiring large amounts of land and energy. In contrast, insect farming and algae production have a much smaller carbon footprint, making them crucial for meeting global sustainability goals.

As consumer demand for sustainably raised products increases, livestock and aquaculture producers are turning to these innovative feed solutions to meet both environmental and economic demands. Alternative proteins are becoming an essential part of the livestock and aquaculture sectors, ensuring a more sustainable and efficient future for animal farming worldwide.

Case Study: Krimanshi’s Micro-Algae-Based Animal Feed in India

Krimanshi, based in Jodhpur, Rajasthan, India, has developed a unique formulation for animal feeds using micro-algae. This innovation addresses the challenge that only 11% of farmers’ animal feed requirements are met by the feed industry, with many encountering adulterated feeds lacking quality assurance. By cultivating and harvesting micro-algae, Krimanshi has created a feed that not only meets nutritional needs but also increases milk production. This approach reduces reliance on traditional feed sources, promoting sustainability and enhancing productivity in the dairy sector.

Trend 4: Personalised Medicine for Pets

Advances in genomics and data analytics are revolutionising the way we approach veterinary care, enabling personalised medicine for pets. Just as precision medicine is transforming human healthcare, targeted therapies and breed-specific diets are now being developed for animals. This shift is fueled by the growing demand for premium, customised pet care, as owners seek treatments tailored to their pet’s unique genetic makeup and health needs.

By analyzing a pet’s genetic profile, veterinarians can offer targeted treatments that not only improve health outcomes but also prevent or manage chronic conditions more effectively. For example, genomics can identify predispositions to certain diseases, allowing for early intervention and preventive care. Similarly, breed-specific diets, designed to address the unique nutritional needs of different breeds, are becoming more common, offering pets the highest quality of care suited to their individual requirements.

This trend is driving growth in the premium pet care segment. As consumers increasingly view pets as family members, they are willing to spend more on high-quality, personalised products and services. A report from Pet Food Industry in 2024 found that the demand for premium pet foods and health services grew by 15% globally, reflecting this shift toward customised care.

Personalised pet medicine also fosters innovation in diagnostics and therapeutic options. From AI-powered health monitoring tools to tailored pharmaceutical treatments, the industry is ripe for new solutions that cater to the specific needs of pets. As personalised medicine continues to evolve, it will not only improve the quality of life for pets but also set new standards for veterinary care.

Case Study: VetGen’s Genetic Testing for Personalised Pet Care in the UK

VetGen, a UK-based veterinary genetics company, offers genetic testing services that enable veterinarians to provide personalised care tailored to individual pets. By analysing a pet’s genetic profile, VetGen identifies breed-specific health risks, allowing for early detection and prevention of potential health issues. This approach ensures that treatments and care plans are customised to the unique genetic makeup of each pet, enhancing overall health outcomes. For example, genetic testing can reveal predispositions to certain conditions, enabling proactive management and targeted interventions. This case exemplifies how personalised medicine is being applied in veterinary care to improve the well-being of pets through tailored health strategies.

Final Thoughts

The animal health industry is at the forefront of a transformative period, with trends like telemedicine, advanced vaccinations, alternative proteins for feed, and personalised pet care reshaping the landscape. These trends bridge the gap between science, technology, and sustainability, driving innovation in veterinary care, disease prevention, and the sustainability of agricultural practices. They not only address pressing global challenges like zoonotic diseases and food security but also enhance the well-being of animals, both pets and livestock, in more efficient and humane ways.

As these trends continue to develop, there are vast opportunities for industry stakeholders to engage, whether through investment, partnerships, or the adoption of new practices. By embracing these advancements, businesses can stay ahead of the curve and contribute to a more sustainable and healthier future for animals and humans alike.

For more insights into the latest trends and strategies shaping the future of animal health, subscribe to Connecting the Dots, our monthly e-newsletter. Stay informed, stay inspired, and lead the change in your industry.

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As 2024 comes to a close, we reflect on a year of unprecedented change across industries. Brands faced rising challenges, from sustainability demands to evolving consumer behaviours, and our reports and guides became essential resources for navigating this dynamic landscape.


From in-depth persona analyses to trend reports on critical shifts in industries like entertainment, finance, and travel, here are our top research reports and guides for 2024. Each offers actionable insights and strategies to help businesses prepare for the year ahead.

The Green Brand: A Comprehensive Guide to Sustainable Trends Reshaping Brands

Sustainability remained a top priority for consumers in 2024, and this guide provided essential strategies for aligning brands with evolving expectations. Drawing on extensive research, the report explored key areas such as carbon-neutral branding, responsible sourcing, and consumer demand for transparency. It also featured data on the rising willingness of consumers to pay more for eco-friendly products, with figures highlighting the growth of the global green product market. Businesses across industries found this guide invaluable for staying competitive in a sustainability-driven market.

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9 Fashion Buyer Personas

This comprehensive guide used consumer research to identify and analyze nine key personas shaping the fashion industry in 2024. Each persona was based on demographic, psychographic, and behavioural data, offering actionable insights into spending habits, preferred purchasing channels, and brand loyalty. The guide also highlighted the rise of resale markets and how sustainability concerns are influencing purchasing decisions, making it a critical resource for fashion marketers and retailers.

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Money Matters

Amid rising inflation and economic pressures, this report explored how financial challenges reshaped consumer spending and saving habits in 2024. Using data from global markets, it revealed a shift toward value-driven purchasing, with consumers prioritising affordability over brand loyalty. The report also examined how different age groups responded to economic changes, providing insights into generational financial behaviours and their implications for businesses.

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9 Travel Personas

Travel surged back in 2024 but with a new set of preferences shaped by the pandemic and evolving consumer priorities. This guide analyzed research data to outline nine travel personas, shedding light on their motivations, spending habits, and preferred destinations. Key findings included a notable rise in demand for sustainable travel and luxury experiences, offering actionable strategies for hospitality and tourism brands to attract diverse traveller segments.

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Next Wave Entertainment

This report captured the major shifts in media consumption, including the rapid adoption of short-form video and the increasing use of virtual and augmented reality in entertainment. Data-driven insights revealed how younger audiences are embracing decentralised platforms and interactive content, creating opportunities for innovative brand collaborations. The report served as a guide for media companies and marketers aiming to stay relevant in a fast-changing landscape.

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8 Financial Services Personas

This guide offered in-depth research on eight distinct financial services personas, derived from behavioral and transactional data. It examined each persona’s financial goals, preferred engagement channels, and decision-making processes. Insights included the rising importance of digital financial tools among younger consumers and the role of personalised advisory services for older demographics. The guide provided actionable strategies for financial institutions to tailor their offerings and improve client retention.

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8 Pet Parent Personas

The pet care industry saw continued growth in 2024, and this guide analyzed eight personas representing pet owners with diverse priorities. Research highlighted how factors like income, pet type, and lifestyle influence purchasing decisions, with an increasing trend toward premium and health-focused pet products. This guide became a go-to resource for pet brands aiming to connect with and serve their target customers effectively.

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UK Cost of Living Study

Rising living costs in the UK prompted consumers to adjust their spending habits, and this study captured those shifts with detailed data. It revealed a growing focus on budget-conscious purchasing, increased loyalty to affordable brands, and changing attitudes toward discretionary spending. Businesses across sectors used this report to understand and respond to the economic challenges shaping the UK market.

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9 Types of Restaurant Patrons and Their Personas

Dining preferences are more varied than ever, and this guide used data to outline nine personas representing today’s restaurant patrons. It provided insights into each group’s expectations, from ambience and service to menu preferences and price sensitivity. With actionable strategies for tailoring experiences, the guide was a valuable resource for restaurant owners and marketers looking to stand out in a competitive industry.

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9 Grocery Shopping Personas

This guide identified nine shopper personas influencing the grocery industry, using behavioural data to reveal their preferences for in-store and online shopping. Findings included the growing importance of sustainability, convenience, and technology integration, offering retailers a clear path to meet evolving customer expectations. The guide became a cornerstone for businesses adapting to rapid changes in consumer shopping habits.

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The Modern Millennial

This report provided a data-rich examination of millennials, a generation reshaping industries worldwide. It explored their preferences for digital engagement, sustainable products, and personalised experiences, highlighting the key factors driving their purchasing decisions. With actionable insights, the report helped businesses understand how to align with the values of this influential cohort.

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Youth Attitudes Toward Governance in Southeast Asia

This study offered a deep dive into the perspectives of Southeast Asia’s youth, focusing on their priorities around governance, transparency, and accountability. Based on survey data, it revealed how young people are influencing policymaking and demanding more inclusive and ethical leadership. The findings were invaluable for governments, NGOs, and brands aiming to engage with this vocal and dynamic demographic.

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Changing Gears

The automotive industry is undergoing a significant transformation, and this report highlighted the key trends shaping its future. From the rise of electric vehicles to shifts in consumer preferences, it used data to forecast opportunities and challenges for brands in the sector. The report served as a strategic guide for businesses navigating a rapidly changing market.

Read moreFrom actionable persona guides to cutting-edge trend reports, these resources shaped how businesses approached 2024’s challenges and opportunities. Want to stay informed on the latest research and insights? Follow us on LinkedIn or subscribe to our newsletter below for updates that keep you ahead of the curve in 2025.

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