State of the Global Consumer in 2025: McKinsey Market Research Findings

McKinsey's 2025 Consumer Sentiment Survey, covering 25,000 consumers across 25 countries, identifies five defining shifts in global consumer behavior:

1. Value Over Brand Loyalty

52% of consumers globally traded down in at least one category in the past year. Private-label products are achieving record market share across grocery, personal care, and household goods.

2. Health as a Top Spending Priority

After COVID, health and wellness has become the category consumers are least willing to deprioritize. Functional foods, fitness subscriptions, and mental wellness apps are all growing ahead of broader consumer spending.

3. AI-Assisted Discovery

35% of Gen Z consumers report using AI chatbots as their primary product discovery tool, surpassing Google Search for the first time in the 18–24 cohort.

4. Sustainability Pragmatism

Consumers increasingly support sustainable products but are unwilling to pay significant premiums. The 'green gap' — between stated preferences and actual purchase behavior — remains wide.

5. Experience Over Ownership

Spending on experiences (travel, dining, concerts) continues to outpace physical goods, particularly among Millennials and Gen Z, reversing a decades-long consumer goods growth narrative.