Affordability, AI And Sustainability Set To Drive Consumer Spending In 2025 - NIQ

KUALA LUMPUR, Nov 13 (Bernama) -- NielsenIQ (NIQ), the world’s leading consumer intelligence company highlighted in its State of Tech & Durables (T&D) Report critical trends set to drive growth in the sector.

As brands prepare for a year of evolving consumer preferences, the report identifies affordability, convenience, sustainability, and artificial intelligence (AI)-driven engagement as central to meeting consumer expectations.

“For T&D brands, 2025 will be about delivering value through meaningful innovation. Consumers are cautious, yet willing to spend on products that cater to their needs for convenience, sustainability, and health.

By prioritising these attributes, companies can strengthen their market position and drive growth,” said NIQ President,Tech & Durables, Julian Baldwin in a statement.

The report found that consumers are more focused on affordability than ever, with 67 per cent indicating they are willing to try new products if they are affordable. Furthermore, 70 per cent of consumers are open to purchasing sustainable, energy-efficient products when priced reasonably.

Among the top trends to watch in 2025, as shown in the report, are time-saving, multifunctional products that are driving T&D growth, as seen in a 55 per cent sales increase for robot vacuums with dual wet-and-dry capabilities.

Meanwhile, health-orientated tech is becoming mainstream, with sales of wearable devices rising by three per cent year-over-year. As consumers integrate health, wellness, and hygiene-focused products into their lives, brands that can embed these features will stay relevant.

The report also highlighted the growing role of AI in consumer decision-making, with 40 per cent  of shoppers open to automated recommendations for everyday shopping. Connectivity is also key, as evidenced by a 33 per cent increase in sales of smartphones with high storage capacities, reflecting the demand for high-performance, connected devices.

Sustainability is a deciding factor for many consumers, with over half willing to pay a premium for eco-friendly products, while online sales now represent 36 per cent of global T&D revenue, driven primarily by China, Europe, and Latin America.

These consumer preferences reveal key pathways for brands aiming to capture market share in 2025. By focusing on innovation aligned with affordability, sustainability, and convenience, T&D companies can respond to evolving demands and drive growth.

-- BERNAMA