A study of shoppers’ purchasing plans for 2025 has been released by out of home media company, Clear Channel UK, at a time when many will be making resolutions and perhaps planning cut backs for the year ahead.
Pleasingly, the study of 2,000 respondents, conducted via OnePoll, revealed that over one in three people actually expect to increase their spending on food (36%) in 2025 compared to 2024, despite having money saving as their top New Year’s resolution.
Drinks (10%) and cosmetics (9%) also saw predicted increases, but 20% of those asked say they plan to keep spending levels exactly the same.
In fact, the top resolution - according to the poll - was to save money, closely followed by more exercise and healthier eating regimes, as you might have predicted.
There are also generational disparities when it comes to New Year’s resolutions. A high number of 18-24-year-olds (60%) and 25-34-year-olds (54%) cited money saving as their key goal for 2025. As the ages climb, saving money becomes less common.
Also relevant for our sector, when asked about openness to new brands, Gen Z shopping habits suggest they’re more likely to step out of their comfort zones and experiment with new brands than older generations. One in five (21%) of 18-24-year-olds and nearly a quarter of 25-34-year-olds (24%) claim to want to try new brands - a figure almost three times higher than those aged 45 and over.
Other key findings from the study showed that men are 10% more likely to stick to their resolutions than women, and that the top reasons for trying new products are affordability, better product reviews, superior quality, brand reputation and dissatisfaction with a current product.
Ben Hope, marketing director at Clear Channel UK, said: ‘’Our study shows that while the younger generations are prioritising money saving for 2025, they’re also more open to trying new brands after seeing advertising - particularly Gen Z and Millennials. Of course, retailers can effectively leverage out of home advertising to influence these audiences.”
The full report can be viewed here.
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