Our consumers: Looking at the year in review, year ahead
By Oksana Sobol, Vice President, Consumer Insights
This has been another roller-coaster year, marked by persistent although moderating inflation, global conflicts and key election cycles in more than 60 countries. As we bid farewell to 2024, consumers are yearning for stability and growth.
This year was also notable for its advancements in digital capabilities, technology and healthcare. Consumers broadened their use of AI-powered assistants and companions, embraced social commerce and showed interest in extended-reality smart devices. We’ve seen continued adoption of GLP-1 agonists, telehealth, at-home diagnostic tests, and incorporation of medial-grade features into everyday electronics.
These forces present a dynamic landscape of trends and counter-trends to navigate as brands seek the attention of consumers in 2025.
What lies ahead for our consumers?
Consumers are likely to remain cautious about their spending as they’ve become accustomed to volatility and disruptions every year since the pandemic. They will continue seeking value, but are also showing a keen interest in innovation and are willing to spend on superior experiences. Retailers with a clear value proposition — like Club, Dollar and Walmart — continue to attract shoppers, as evidenced by this season’s holiday spending. Yet e-commerce growth is significantly outpacing brick-and-mortar retail, highlighting that consumers are also willing to put their dollars behind superior experiences, convenience and personalized assortments.
What will it take for brands to succeed in 2025?
- Superior experiences: Brands that deliver enhanced benefits and moments of delight across every touchpoint of their consumer’s journey can create strong followings, making them less vulnerable to private-label or other competitors.
- Value: Consumers will continue scrutinizing purchases and stretching their dollars. Clarity of a brand’s value proposition, which can come in many forms, is key.
- Innovation: Products and solutions that solve real consumer problems by innovating benefits, making routine tasks faster and easier, or adding joy through small indulgences and moments of self-care will continue to be successful even in bumpy economic environments.
- Relevant connections: Meeting consumers in personalized ways at the right moments in their journeys through the right platforms with the right messages continues to be key to integrating into their lives in relevant ways.
At Clorox, we’re well positioned to continue growing household penetration, winning share, and attracting new and existing consumers by delivering superior experiences. With brands that are trusted yet modern, essentials that make everyday lives better, and an exciting innovation pipeline, we can feel energized for the road ahead.