2025 currents in consumer behavior

Welcome to Invok’s third annual Currents in Consumer Behavior.

Leveraging data and insights to help inspire package design considerations, this report aims to demystify complex topics and inspire brands in the CPG, Health & Beauty, and Alcohol & Spirits industries to consider who their audience is, what their pain points are, and how you can get your products into their shopping cart.

Scroll through to learn more and be sure to review our 2023 and 2024 reports!

Download your own copy of our 2025 Currents in Consumer Behavior report here.

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References

CPG

• Invok Brands: Front of Pack Resource Centre

• FDA: Front-of-Package Nutrition Labeling

• Invok Brands: An International Look at Front-of-Package Nutrition Labelling

• McKinsey & Company: Hungry and Confused: The Winding Road to Conscious Eating

• BMC Public Health: Evaluating the Potential Implications of Canadian Front-of-Pack Labelling Regulations in Generic and Branded Food Composition Databases

• IFIC: 2024 IFIC Food & Health Survey

• Dalhousie University: Canada’s Food Price Report 2025

• USDA: Food Price Outlook, 2025

• CBS News: Shrinkflation Has Affected One-Third of Grocery Items, Analysis Finds. Here are the Worst Offenders

• Packaging Digest: Companies Engaging in Shrinkflation are Losing Consumers

• NielsenIQ: Consumer Outlook: Guide to 2025

• Fast Company: Tropicana Orange Juice Fans Revolt Against Smaller Bottles as Shrinkflation Spreads

• CBC: Many Canadians Are Fed Up with Shrinkflation. So What’s Being Done About It?

• Packaging Dive: CPGs Diversify Pack Sizes to Reach Cost-Pressured Consumers

• Whole Foods Market: Whole Foods Market Forecasts the Top 10 Food and Beverage Trends for 2025

• Statista: Protein Products Market – Statistics & Facts

• Food Business News: Conagra Identifies Healthy Foods, Global Cuisine as Major Trends in Frozen

• BusinessDasher: 33+ Key Health-Conscious Consumer Statistics for 2024

Health & Beauty

• WilliamReed: Unlocking the Power of AI and AR: How Technology is Reshaping the Beauty Market

• Grand View Research: Global Virtual Influencer Market Size & Outlook, 2024-2030

• Amazon: Explore Amazon’s New Virtual Holiday Shop – An Immersive 3D Shopping Experience that Makes it Easier to Find the Perfect Gifts

• 303: The Power of Simplicity: How The Ordinary Captivated Millions

• Retail Dive: The State of Clean Beauty

• Mintel: The Ongoing Cost of Living Crisis is Causing a Shift in Consumer Priorities in the Skincare Industry. Is Your Brand Ready to Meet Consumers’ Evolving Expectations?

• The New York Times: The Dirt on Clean Beauty

• Forbes: Beauty is Not Just Skin Deep, Its Kind to the Planet

• NielsenIQ: Mental Health & Wellness in 2025

• The Pull Agency: De-Stress and Impress: How Beauty Brands Can Capitalize on the Self-Care Revolution

Alcohol & Spirits

• Invok Brands: 2023 Reflections: Currents in Consumer Behavior

• Invok Brands: 2024 Reflections: Currents in Consumer Behavior

• IWSR: Global Beverage Alcohol Market Set for Moderate Recovery in 2025, While Challenges Persist in 2024

• Forbes: Heavy Drinking Young Adults Are Cutting Back, Study Suggests: Here’s How the Alcohol Industry is Still Cashing In

• Molson Coors: From Beer to Energy: Checking in on Molson Coors’ Non-Alc Portfolio

• The Drinks Business: Older Adults are Drinking More in the US, Research Finds

• The Globe and Mail: U.S. Surgeon-General Calls for Cancer Warnings on Alcohol

• Pentawards: Event Insights: Pentawards Meets, Talking Trends

• CBC: Read Justin Trudeau’s Speech in Response to Trump’s Tariffs

• Finance & Commerce: U.S. Consumers Willing to Spend More to Support Local Businesses, Survey Finds

• IMI International: Beyond Tariffs: Why “Made in Canada” is the Competitive Edge Businesses Need Now

• Forbes: In-Store Branding and the Psychology of Shopping

• Gallup: Alcohol and Drinking

• Brand Innovators: Brand Innovators 2025 Outlook: Spirits & Alcohol