Consumer sentiment & behaviour trends in 2025

What are the trends shaping consumer sentiment and behavior in 2025—and what are the implications for brands and retailers? People are spending more of their time alone and online. Gen Zers don’t feel financially secure but are willing to splurge. In their search for value, shoppers are buying smaller pack sizes or lower quantities of their preferred brands.
These are some of the trends highlighted in McKinsey’s ConsumerWise research on consumer sentiment and behavior, drawing on a survey of more than 25,000 consumers in 18 countries. Two ConsumerWise leaders discussed the findings on a recent webinar, excerpts of which are featured in this episode of the McKinsey on Consumer & Retail podcast, hosted by Monica Toriello. An edited transcript follows. (For ConsumerWise insights about the upcoming US holiday shopping season, read “ An update on US consumer sentiment: Settling in for a tepid holiday season,” and the related podcast episode, “ Holiday shopping 2025: US consumers hunt for early deals.”)