The Future 100: 2025

The world of FMCG is transforming at an unprecedented pace, driven by changing consumer preferences and economic conditions.

In 2025, key trends set to reshape the industry include Chaos Packaging, Imagined Worlds and Affordable Affluence. These trends offer exciting opportunities for brands to innovate and connect with consumers on a deeper level.

Discover the latest FMCG trends!

Key trends include:

Chaos Packaging

Gravy in a beer can, coffee in a tube. “Chaos packaging” is leaping onto shelves in stores and helping challenger brands cut through in a crowded market.

Why it's interesting
A raft of challenger brands coming to the fore are finding cost-effective and playful ways to knock incumbents off their perch, such as spring water brand Liquid Death, which comes in a can. Entrepreneurs know they can’t outspend bigger companies, so they must outmaneuver them instead.

Imagined Worlds

Food and drink brands are challenging our palates with products that promise the taste of space and beyond, transporting us to imagined worlds in the process

Why it's interesting
Playful, humorous, and mood-enhancing fantasy flavors for food and drink are a form of accessible, quotidian escapism, and talking points that can be shared with family and friends.

Affordable Affluence

VML Intelligence data shows that the cost of living remains the top concern for global consumers – a reality confirmed by McKinsey, which finds that cost is the top consideration for shoppers pre-purchase, with many trading down to own-brand products.

Why it's interesting
The hollowing out of the middle market continues at pace. In the face of the save-and-splurge mentality of consumers, brands have an opportunity to provide premium products for those willing to splash out on functional and affordable treats for themselves.