The Youth Market in 2025: Must-Know Trends for Brands

Graph. Q: ’During a typical week, how are your dinners distributed across different options?’

Non-Alcoholic Beverages Category: Key Trends

Here are the key trends in the Non-Alcoholic Beverages category, as revealed by the research.

• Sugar Content in Beverages Is the Key Concern

44% of youth cite sugar content as their primary health concern when choosing beverages, while 26% are concerned about calorie count. 19% worry about artificial ingredients and preservatives, and the same percentage are mindful of caffeine content. Additionally, 25% of youth have no concerns when choosing non-alcoholic beverages.

• Youth Choose Beverages Based on Taste and Price

Taste (63%) and price (48%) are the top factors in young consumers' beverage choices. Meanwhile, 21% buy beverages based on nutritional content (e.g., low sugar, vitamins), 16% choose beverages based on the brand's reputation, 14% look for convenience (e.g., single-serve, convenient packaging), and 13% seek out beverages with organic or natural ingredients.

• 51% Would Pay More for Sustainable Beverages

21% of young consumers say that sustainability is an important factor in their choice of beverages, and 51% are willing to pay more for sustainable beverages. On average, 15-27-year-olds would pay up to 6% more for sustainable beverages.

• Beyond Water: Juice and Soda Are the Top Drinks among Youth

72% of young consumers drink juice, and 68% drink soda at least once a month, while 15% consume these beverages daily. Coffee ranks as the number one drink for daily consumption, with 26% of 15-27-year-olds drinking it every day.

• Youth Want More Beverage Options with Added Vitamins

Added vitamins are the top wish for fortified beverages among youth, with 37% expressing interest. Additionally, 26% would like more beverage options with added minerals, 21% with added protein, 13% with added antioxidants, 12% with added probiotics, and 11% with added collagen.

Discover more media trends among 15-27 y.o. in our latest Youth Pulse Report

Alcoholic Beverages Category: Key Trends

Here are the key trends in the Alcoholic Beverages category, as revealed by the research.

• 50% of 15-27-year-olds Consume Alcohol

45% of young females and 55% of young males consume alcoholic beverages. In terms of quantity, 38% have 1-6 units per week, 7% have 7-17 units, 2% have 15-21 units, 1% have 22-28 units, and 2% have more than 28 units per week.

• Brick-and-Mortar Stores Lead in the Purchase of Alcoholic Beverages

While 79% of youth purchase alcoholic beverages in physical stores, only 3% buy them exclusively online. Among the EU5 countries, purchasing alcoholic beverages online is most common in Germany, with 34% opting for this method, while in Spain, only 14% of young consumers choose to buy alcohol online.

• Beer and Cocktails Dominate Youth’s Drink Scene 

70% of young consumers drink beer, and 57% drink cocktails at least once a month. Nearly half of young consumers—48%—drink beer at least once a week. Beer is significantly more popular among males, with 80% drinking it at least once a month, while cocktails are favoured by females, with 63% enjoying them.

• Health or Lifestyle Choices Are the Main Motivation to Choose Alcohol-Free

When asked about their primary motivation for choosing non-alcoholic versions of alcoholic beverages, 34% of youth cite health or lifestyle choices (e.g., low calories, sober lifestyle). Another 29% mention social situations (e.g., being a designated driver or attending a work event), 23% say they are curious and want to try something new, 21% attribute it to personal preference (e.g., enjoying the taste of alcohol-free options), and 19% cite temporary reasons (e.g., pregnancy, medication, or fitness goals).

• 22% Would Like to Switch to Alcohol-Free Versions More Often

Among different beverages, non-alcoholic versions are the most popular for cider and hard seltzers. 28% of youth drink non-alcoholic cider, and 34% choose non-alcoholic hard seltzers. 22% say that they would like to switch from alcoholic beverages to non- alcoholic versions more often, however, 8% of those find it difficult to switch (e.g. due to peer pressure).

Graph. Alcoholic vs. Non-Alcoholic: How Young Consumers Split Their Beverage Choices

Fashion Category: Key Trends

Here are the key trends in the Fashion category, as revealed by the research.

• Click to Closet: 83% of Youth Buy Apparel Online

A significant 83% of 15-27-year-olds shop for apparel online, with females (87%) leading the trend over males (79%). While 17% of young consumers still shop exclusively in physical stores, only 5% rely solely on online platforms. Physical stores continue to play a big role by offering hands-on experiences and instant gratification.

• Young Shoppers Focus on Price and Style

Young consumers prioritise price, style, and quality when making fashion decisions, with affordability being the top factor (57%), followed by style and design (54%) and quality and durability (49%). 34% seek versatile and comfortable clothing, and 25% take brand image into account.

• Social Media: The Fashion Inspiration Playground

When we look at where young consumers draw their inspiration, it's no surprise that social media tops the list. Social media is the primary source of fashion inspiration for 43% of youth, followed by physical stores (40%) and online retailers (29%). Other influences include friends and family recommendations (28%), street style (28%), fashion bloggers and influencers (14%), TV shows and celebrities (12%), and fashion magazines/print media (12%).

• Young Consumers are Embracing Pre-Loved Fashion

The trend of second-hand shopping is growing, with 50% of youth combining new and pre-loved items. Price is the main motivator (53%), but personal style and individuality (37%) and unique or vintage finds (32%) also play important roles. Sustainability is a less prominent factor, motivating only 24% of young shoppers.

Graph. New vs. Second-Hand: How Young Consumers Shop for Fashion

• Sustainability: Youth Cares, But Doesn't Always Act

Though 59% of young people recognise sustainability issues in the fashion industry, only 30% take it into account when making actual shopping decisions. However, 66% are willing to pay a premium for sustainably produced clothing, indicating interest in eco-friendly fashion when it aligns with other values. On average, 15-27-year-olds are ready to pay up to 10% more for sustainable fashion.

Personal Care & Cosmetics Category: Key Trends

Here are the key trends in the Personal Care & Cosmetics category, as revealed by the research.

• Buying Personal Care Products Online is Popular Among 15-27 y.o.

56% of youth combine both online and offline shopping when purchasing personal care products, while 5% shop exclusively online. Buying personal care and cosmetics products online is much more popular among females—67% do so compared to 54% of their male counterparts.

• 15% of Young Consumers Are Highly Invested in Personal Care

When asked to categorise themselves in terms of their personal care lifestyle, the largest proportion of youth (39%) identified as moderately invested—they care about personal care but keep it simple. Another 15% described themselves as highly invested, prioritising and regularly spending on personal care and cosmetics. Meanwhile, 29% identified as low maintenance, preferring a minimal routine with basic products, and 17% said they are uninterested, putting little thought or effort into personal care.

• Social Media Is the Primary Source for Discovering New Products

41% of youth discover new personal care and cosmetics products on social media, while 39% find them by browsing in-store. Additionally, 35% rely on recommendations from friends or family, 24% discover products through advertisements, 17% draw inspiration from online retailers or e-shops, and another 17% from beauty bloggers or influencers.

• Clean Beauty and Minimalism Are Top Trends Among Youth

When asked about recent trends adopted in their personal care routines, 29% of youth cite clean beauty (using non-toxic, safe, or natural ingredients). Additionally, 24% embrace minimalism by using fewer, multi-purpose products, while 13% adopt the sustainable beauty trend by prioritising eco-friendly packaging and products. Meanwhile, DIY skincare (creating their own skincare products at home) is popular among 11% of youth.

• 46% Say It Is Important That Brands Offer Inclusive Product Options

12% of youth use products designed for all genders. Nearly half (46%) of consumers aged 15-27 say it is important for brands to offer inclusive product options (e.g., for different skin tones, hair types, and gender-neutral products). This trend is more prominent among females—63% of young females say that inclusive product options are important.

What This Means for Brands

To conclude, the research paints a clear picture of the evolving preferences and priorities of 15-27-year-olds, highlighting their significant influence on consumer markets in 2025 and beyond. The rising financial uncertainty among youth will impact not only how they engage with media and brands but also influence their purchasing decisions.

As this generation continues to redefine media habits, prioritise personal well-being, and make health-conscious choices across diverse product categories, they are also seeking inclusive and authentic brand experiences. In light of this, brands must stay attuned to these shifting preferences and adapt accordingly, ensuring they remain relevant while fostering deeper connections with this influential consumer group.