New Year Shopping Trends: 2025 Resolutions & Healthier Choices

Introduction: Embracing 2025 with Healthier Choices

Besides champagne and the ball-drop, nothing is more synonymous with the New Year like resolutions.

This year, consumer habits reflect a renewed commitment to health and well-being. When we surveyed American consumers last month, we found that 67% of shoppers say they adjust grocery shopping and meal planning at the start of the year.

In fact, the insights from our 2024 survey of American consumers reveal clear trends in health-focused shopping and preferences for natural, plant-based, and nutrient-rich products. Let’s explore three key takeaways from our survey that can help CPG brands and retailers align with these shifting consumer priorities.

Takeaway 1: Healthier Habits Drive Grocery Choices

The focus on health is evident as the New Year rolls in, with consumers increasingly prioritizing fresh and nutritious foods.

Source: Chicory’s Consumer Capture: New Year, New You (2024)

Our survey shows that 58.8% of shoppers typically purchase more fresh produce in the New Year, while others are opting for organic products and low-calorie options.

Understanding which product categories audiences are purchasing, as well as the mindset behind their purchasing decisions are both critical for developing a contextually relevant targeting strategy.

CPG brands offering fresh, nutritious, and organic products can leverage this seasonal shift to position themselves within shifting consumer lifestyles. Off-site advertising in contextually relevant ad environments like recipe pages, particularly in fresh produce or organic recipes, allows brands to reach consumers in more intentful moments.

Takeaway 2: Increased Demand for Healthier and Alternative Options

As consumers look to make healthier choices in the New Year, many are gravitating toward alternatives that offer nutritional benefits or simply align with their health goals.

Our survey found a rise in interest not only in plant-based products but also in healthier cooking oils and alternative sauces. The takeaway? Consumers are not just seeking to add more health-conscious items to their diets but are also reconsidering the ingredients they use every day.

For example, 58.3% of consumers report preferring oils with added health benefits, like extra-virgin olive oil, while others are actively choosing oils with lower saturated fats.

Similarly, 52.5% of respondents say they’re more likely to purchase low-sodium or reduced-sugar sauces and dressings in the New Year, showing a preference for healthier alternatives that won’t sacrifice flavor.

Again, these insights highlight a key opportunity for CPG brands to showcase products that align with these choices. Brands and retailers should think strategically about their off-site targeting approach, opting to feature nutrient-rich oils or low-sodium condiments on healthy online recipe pages. This could resonate heavily with consumers looking to embrace a healthier lifestyle without a complete overhaul of their diet.

Takeaway 3: The Role of Digital Recipes in Healthier Resolutions

The popularity of digital recipes continues to rise. Our 2024 State of Online Recipes Report saw 91% of consumers saying they regularly consult online recipes. Nearly 70% of respondents report they search for healthy recipes more in the new year compared to other months.

When asked where they typically find healthy recipes, 59% of consumers turn to recipe websites and blogs for healthy meal ideas, showing how impactful online recipes can be for meeting consumers at contextually relevant points in their browsing journey.

The potential for inspiration that recipe pages hold should not be understated. Recipe content has a unique ability to influence grocery lists, with over 80% of consumers reporting they’ve purchased new products after discovering them in a recipe, and 65% of consumers going as far as adding products to their shopping carts directly from a recipe page.

Recipe pages represent high-intent environments where brands can align product messaging with consumer health resolutions. Placing targeted, non-intrusive ads on these pages can connect brands with consumers in a specific mindset - actively seeking inspiration for healthier meals.

Conclusion: Leveraging Digital Recipes to Capture New Year’s Resolutions

As 2025 unfolds, it’s clear that health and wellness are at the forefront of consumer priorities.

The "New Year, New You" mindset brings a renewed focus on fresh, nutrient-rich foods, healthier alternatives, and digital recipe pages as essential guides in consumers’ healthier journeys. CPG brands and retailers are primed to connect with shoppers who are actively seeking products that support their resolutions and goals.

By leveraging unique contextual ad formats across high-intent environments like digital recipes, CPG brands and retailers can meet consumers in the right mindset, offering healthy and nutrient-rich products that directly address their changing habits around the New Year. Reaching consumers at the point of inspiration can not only increase media efficiency, but also position brands as a viable solution as consumers embrace new routines.