five Consumer Trends for 2025, Predicted by Diageo

key insights from analyzing digital data around the world

diageo, a global alcoholic beverage company with brands like Johnnie Walker, Guinness, and Don Julio, analyzed its global digital data to find out what it could learn from

has released its consumer insights report, Distilled 2025.

the report is based onDiageo’s in-house developed Foresightsystem,

which analyzes consumer conversations across the global web, including YouTube, social media, media, and forums

to revealupcoming lifestyle trends andbrand strategies.

changes and emerging trendsfrom last year

in the 2024 edition, we’ll be lookingat neo-hedonism , value-driven consumption, conscious wellness , reality expansion, and a sense of community

if these five keywords dominated,

this year is characterized by the evolution ofthese into more specific, action-oriented trends.

1. focus on a single experience – ONE NIGHT ONLY

“Limited edition experiences” are now more valuable than just things.

one-night-only events, limited quantities of a product, or a

scarcity-based experiences, such as one-day special eventsand limited quantitiesof products.

example: Over 40% increase in online conversations about VR bars, pop-up lounges, and digital-physical convergence spaces.

2. adjustable wellness life – conscious wellbeing

consumers in 2025 preferslow, gentleinteractionsto fast, intense stimulation.

the ‘celebrate self-love’ movement, and a combination of alcoholic and non-alcoholic beverages in moderation, along with the

and new drinking cultures like“Zebra striping,” which combinesalcoholic and non-alcoholic drinks inmoderation.

wellbeing consumption is becominga default premise, not an option.

3. Living with AI – EXPANDING REALITY

AI-powered assistive technologies have grown to the pointwhere they influence our daily choices and even our social behavior.

examples: AI fitness apps, health monitors, chatbot-based banking assistants, and more.

with a 96% increase in related conversations, especially in Europe,

showing that “my relationship with AI” is becoming a new form of human connection.

4. expanding communities of taste and fandom – COLLECTIVE BELONGING

digital fandomhas evolvedbeyond simple taste sharing into a powerful sense of belonging and a force for action.

existing platforms like Discord, Telegram, and Reddit are transforming into fan communities,

fandom-related conversations increased by 135% and 126% in Latin America and North America, respectively.

brands are realizingthat engaging with fan communities isno longer optional.

5. local sensibilities + global values – BETTERMENT BRANDS

at the intersection of sustainability and local economic revitalization

at the intersectionof sustainabilityand local economic revitalization.

more and more consumers are supporting local brands, shopping secondhand and reselling, and

it’s not just a trend, it’s a sustainable brand value.

in Africa in particular, an 85% increase in “local wellness” conversations was driven by the

a prime example ofthe global spread of the locally-centered consumption trend.

consumers in 2025 thatbrands should be paying attention to

experience-driven andvalueemotional connections

interactingacross digital and physical boundaries, and

activelychoosingmental well-being and local values