TrendSights Analysis 2025: Trust & Transparency

Trust & Transparency is at the intersection of the Comfort & Uncertainty and Sustainability & Ethics mega-trends. It explores consumer behavior through different life stages and its impact on buying choices.

As consumers grow increasingly skeptical, they’re looking for more meaningful, authentic reassurance and greater transparency about how products are made. The FMCG industry needs to take a proactive approach to building trust and strengthening its reputation, recognizing that credibility is earned through actions, not just messaging.

Report Scope

• Nearly 50% of consumers globally find "artificially recreated ingredients" unappealing.
• Consumers trust company reports about environmental impacts the most when it comes to trusting environmental/ethical claims.
• Over half of the consumers are "always/often" influenced by health and nutrition, sourcing and ethics, and certification information on packaging

Reasons to Buy

• Consider emerging opportunities and threats in the fast-moving consumer goods market and gain insight into potential future consumer behavior.
• Identify interesting new and emerging concepts, products, and ideas on offer in retail, foodservice, online spaces, and beyond.
• Understand how new concepts and ideas fit into - or challenge - current consumer trends.
• Gain insight and inspiration for innovation programs and new product development.