3 trends consumers want this summer—and how brands can deliver

Summer isn’t just a season, it’s a strategy moment. At Suzy’s recent webinar, State of the consumer: The summer trends shaping culture & connection, Suzy’s EVP of Partnerships Kristen Lyons, Spate’s Food and Beverage Category Insights Manager Alyssa Williams, and Cibo Vita’s VP Sales, Strategy, & Trade Marketing Phil DeConto broke down what’s driving consumer decisions right now. 

Powered by Suzy Speaks, Suzy’s AI-moderated conversational research methodology, and Spate’s TikTok + search signals, this session uncovered what consumers are truly craving this season—smarter routines, deeper experiences, and more meaningful connections.

The 2025 summertime economy is here. Let’s unpack the trends defining it.

1. Beauty and Fashion get real

Fashion, health and beauty are all offering consumers more depth.

Consumers are approaching beauty with the same mindset they bring to their health: data-driven, results-oriented, and hyper-personal. Products like Neutrogena’s Skin360 are meeting the moment by bringing dermatology-grade tech to everyday routines. But there’s still a gap between interest and action—86% haven’t tried tech-enabled skincare yet.

Meanwhile, climate anxiety is influencing summer fashion. Gen Z and Millennials want more than just fresh fits—they want ethical practices. Brands like Puma are earning loyalty through biodegradable shoes, recycled materials, and radical transparency.

And when it comes to sustainability, refillable beauty is an opportunity waiting to be unlocked. While only 23% are aware of refillable products, social-first brands like Drunk Elephant and e.l.f. Cosmetics are turning refill culture into content gold.

Key takeaway:

• Brands must simplify smart beauty tech with emotional and educational storytelling.
• Design fashion and beauty experiences that match values—especially sustainability and purpose.
• Turn refillability into a lifestyle, not just a label.
  

2. Entertainment gets immersive

Consumers are showing up for shared moments, and they want brands to join.

This summer, entertainment is more than a media plan, it’s a cultural ritual. 40% of consumers are planning movie-related travel—think theme parks and studio tours. Universal’s Epic Universe is leading the charge, transforming IP into full-blown worlds from Mario Kart to Hogwarts.

Streaming, too, has evolved into a lifestyle layer. Netflix dominates as the most travel-friendly platform (68% say so) thanks to downloadability and personalized content. And Netflix isn’t stopping at screens—they’re launching Netflix House, blending food, retail, and fan experiences into physical locations.

Music festivals? They’re back in a big way. 82% say live music is a key part of their summer enjoyment, and platforms like TikTok are fueling a rise in related search and sharing behavior.

Key takeaway:

• Design experiences that turn fans into participants.
• Don’t just advertise around content, embed your brand in the narrative.
• Use events as emotional resets—perfect for introducing products, collabs, or exclusive drops.
  

3. Summer snacking gets functional and personal

Snacks aren’t just about taste. They’re about values, memories, and clear benefits.

Gen Z is leading the shift away from alcohol, opting instead for functional beverages like Athletic Brewing Co. and electrolytes that hydrate and energize. These aren’t fringe products—they’re exploding in popularity.  85% of consumers say health benefits matter when choosing drinks.

At the same time, nostalgia snacking but with a new twist (aka “newstalgia”) is delivering big emotional payoffs. Whether it’s wax candy bottles or marshmallow fluff, remixed retro flavors are driving engagement and purchases. Instacart’s “Summer Like It’s 1999” campaign hit that sweet spot by combining retro pricing with fast, fun delivery.

And amid it all, label transparency is a must. With new nutrition labeling regulations in the works, 63% of consumers are actively looking for clear, easy-to-read packaging. Brands like Cibo Vita are leading here, blending indulgence with visibility on what’s inside.

Key takeaway:

• Highlight health benefits clearly in functional snack and drink design.
• Use nostalgia to spark joy—but modernize it with relevance and convenience.
• Make transparency a visual priority—labels should build trust at a glance.

Final Takeaway

From smart skincare to ‘newstalgic’ snacking, Summer 2025 is rewriting the rules of consumer connection. Today’s shoppers want wellness with results, entertainment that moves them, and food that fuels their lifestyle and their feelings. Brands that adapt now won’t just win the season, they’ll earn long-term relevance.

Want to dive deeper into the data behind these shifts? Watch the full session replay here, 

If you want to learn how Suzy Speaks can help you get closer to your consumers this summer and beyond, let’s talk.