After years of economic strain, UK shoppers are starting to feel cautiously optimistic. But that doesn’t mean they’re ready to go back to old habits. In fact, the rules of retail are being rewritten, and brands that don’t keep up risk being left behind.
Dentsu’s latest Consumer Navigator report explores what’s driving shopping decisions in 2025, based on fresh data from a nationally representative sample of UK adults. And this quarter, we’ve zoomed in on the world of grocery and retail to find out: where are shoppers spending, what are they prioritising, and how do they really feel about price, quality, loyalty and sustainability?
Here’s a snapshot:
- Consumers want more than low prices: they want confidence in the brands they buy from.
- Loyalty isn’t a nice-to-have anymore; it’s the baseline. Shoppers expect relevant rewards, personalised offers, and recognition .
- Social media is the new shop window, and it’s influencing behaviour even in-store.
- Personalisation pays off - but only when it feels helpful, not invasive.
- Sustainability matters across generations, but convenience still rules.
From older families to Gen Z, shopping behaviours are evolving fast, and the brands that will win are those that blend value with meaning, performance with purpose.
Download the full report to explore the trends reshaping British retail and discover how your brand can stay relevant, responsive and ready for growth.
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