Consumer Types can be a powerful tool to help companies better understand and appeal to their target markets. By going beyond typical demographic-based segmentation, such as age or gender, and grouping consumers based on shared traits and preferences, companies can better develop products and marketing campaigns that resonate with key customers.

In 2025, vending in the US experienced robust high single-digit value growth, reaching USD6.9 billion, as it continued to evolve beyond its traditional roots. This expansion was largely propelled by innovation in refrigerated vending, which is enabling the introduction of fresh food, premade meals, and healthier options. These offerings resonate with wider health and wellness trends being observed across retail, positioning vending as a key player in the shift towards more convenient, low-contac

Direct selling in the US experienced another year of decline in 2025, marking the fourth consecutive annual drop. Total value fell to USD18.8 billion, down from USD21.1 billion in 2024, reflecting a contraction of 11%. This continued downward trend follows the historic highs reached during the pandemic, after which the channel has struggled to stabilise. Key factors behind this ongoing decline include the rapid growth of social commerce, which has drawn both consumers and sellers away from tradi

Appliances and electronics specialists in the US faced another challenging year in 2025, with retail value falling to USD69.9 billion, representing a decline of 2%. This continued lack of growth momentum reflects persistent weak volume sales, especially for major appliances, which are critical to driving footfall in stores. While small appliances recorded modest volume growth, most of this activity has shifted online, providing little benefit to physical retailers. The overall environment remain

Retail in the US in 2025 demonstrated resilience despite muted value growth of 2%, as persistent inflation and slowing GDP growth weighed on consumer sentiment. While this performance lagged behind the robust expansion observed in other high-growth economies, the US retail environment remained attractive due to its scale, diversity of channels, and rapid innovation in digital commerce. Success in this competitive landscape now hinges on the ability to adapt to accelerating shifts in purchasing b

In 2025, apparel and footwear specialists in the US achieved low-single-digit growth, with total sales reaching USD205.9 billion, reflecting a continuation of the modest upward trend seen in previous years. This performance occurred against a backdrop of significant disruption triggered by policy changes, most notably the imposition of new tariffs on imports ranging from 13% to 54%. These tariffs, announced in April 2025, affected a substantial share of the channel, as over 35% of apparel import

Discounters in the US delivered one of the strongest current value growth performances among the grocery retailer channels in the US in 2025, although the pace of growth moderated compared to the previous year. Discounters reached sales of USD42.3 billion in 2025, growing by 5% over 2024. This marked a slowdown from the 7% growth achieved in 2024, but it remained a robust figure in the context of the wider US grocery landscape, which was negatively influenced by factors such as the rising use of

Hypermarkets in the US saw flat value growth in current value terms in 2025, representing a slight decline from the previous year. This trend stands in contrast to earlier years of the review period, when the market saw stronger expansion, with this stagnation reflecting a cooling of momentum within the offline channel. The stagnation is closely tied to the performance of Walmart, which has seen more growth in its online channel than in its physical hypermarkets, signalling a broader shift in co

Supermarkets in the US saw current value growth of 2% in 2025, with the pace of growth slowing compared to the previous few years. This moderation in growth was driven primarily by consumer migration towards discounters and warehouse clubs, which are perceived as offering better value for money in grocery purchases. Despite this shift, supermarkets have maintained their position as the leading grocery format by share of total spend, largely due to their extensive outlet density across the US, al

Convenience retailers in the US saw flat growth in 2025, highlighting another subdued performance compared to the dynamism seen in the first two years of the review period. The broader regional context saw some growth in North America, but in the US, convenience retailers saw only a slight increase to USD177.5 billion. While forecourt retailers managed to post positive value growth of 1% to USD146.2 billion, this was not enough to counterbalance the ongoing decline in convenience stores, which

In 2025, small local grocers in the US experienced a 2% decline in current value terms to USD45.6 billion. While the broader US economy continued to grow, with real GDP growth at 2% and inflation at 3%, the performance of small local grocers lagged behind both the economic context and the overall retail environment. This underperformance is directly tied to a combination of structural and policy-related pressures, with small local grocers unable to maintain price competitiveness against large na

Health and beauty specialists in the US delivered current value growth of 3% in 2025, with total value reaching USD397.3 billion. However, this growth was only in line with inflation, indicating flat growth in real terms. The market environment is characterised by significant macroeconomic uncertainty, subdued consumer confidence, with the index at -2.3, and slowing GDP growth of 2% in 2025, all of which have contributed to a cautious consumer mood and restrained discretionary spending.

Home products specialists in the US experienced a further contraction in value sales in 2025, with the market declining by 1% to USD352.5 billion. This modest decline followed consecutive years of contraction, highlighting ongoing pressures across the broader retail environment. The main drivers of this negative performance are the sustained weakness in the housing market, persistent inflation, and only marginal relief from multiple interest rate cuts, which failed to significantly stimulate hou

General merchandise stores in the US experienced a modest single-digit decline in 2025, continuing a downward trajectory that has been building over several years. This performance contrasts with the broader North American retail context, where certain channels have demonstrated resilience, but general merchandise stores have struggled under the weight of structural and macroeconomic challenges. General merchandise stores saw a 2% decline to USD145.0 billion in 2025. This downturn is notable giv

Retail e-commerce in the US recorded a healthy performance in 2025, reaching USD1,351.5 billion, up 6% from USD1,275.9 billion in 2024. This expansion marked a moderation in pace compared to the previous year, which saw growth of 8%. The final retirement of the de minimis exemption in August 2025, particularly for exports from China and Hong Kong, brought an unexpected shift in the operational environment for overseas marketplace operators, leading to higher prices for US consumers and dampening

In 2025, nappies/diapers/pants in the US continued to experience structural challenges, with both retail current value and volume sales declining compared to the previous year. Retail volumes dropped to 18,043 million units, reflecting a year-on-year contraction of 1%, while current value sales edged down to USD7,058 million, a marginal decrease of 0.4%. Despite the backdrop of the total population rising to 341 million, the US faced continued downward pressure on per-capita demand, driven by so

Away-from-home tissue and hygiene in the US demonstrated continued current value growth in 2025, with overall sales reaching USD12.5 billion, an increase of 3% over the previous year. This value growth was underpinned by a combination of return-to-work policies among US companies and slight price increases introduced by tissue suppliers at the end of 2024 and into 2025.

Wipes sustained current value growth in the US in 2025, with retail sales reaching USD6.9 billion, reflecting a 3% increase compared to 2024. This performance comes against a backdrop of easing inflation, which tempered the pace of value expansion compared to previous years but did not halt the upward trajectory. Consumer behaviour responded to demographic and economic shifts. The US population stood at 341 million in 2025, with a notable increase in older age groups and continued urbanisation,

Retail tissue in the US in 2025 experienced steady value growth compared to 2024, reflecting a shift towards premiumisation and continued consumer demand for higher-quality products. Overall retail volumes reached 4.4 million tonnes in 2025, showing a moderate increase of 1% year-on-year, while retail value sales rose to USD25,721 million, up 2%. This performance was supported by a softening of inflation and more cautious unit price increases from companies, which absorbed higher costs related t

Tissue and hygiene in the US demonstrated steady value growth in 2025, with current value sales increasing by 2% to USD47,964 million, a pace now more closely aligned with other mature regions as inflationary pressures subside. While the US continues to present an attractive environment due to its scale and rising consumer expenditure, growth is increasingly shaped by heightened price sensitivity, the growing influence of warehouse clubs and private label, and a shift towards premium and sustain

Menstrual care in the US recorded continued current value growth in 2025, with retail sales reaching USD4,293 million and seeing a year-on-year increase of 4%. However, retail volume growth was more subdued, at 1%, mirroring the previous year's growth rate, reaching 24.0 billion units. This modest volume growth was set against a backdrop of shifting consumer preferences, with purchasing behaviour moving away from tampons, towards towels and disposable period pants. Growth in value terms despite

Retail adult incontinence in the US demonstrated a robust performance in 2025, with volumes rising to 8,600 billion units, a 6% increase over the previous year, and value sales reaching USD3,985 million, up 7% in current terms. Volume growth outpaced both regional and global trends, driven by a dual dynamic of expanding consumer demand among both older and younger adults, and the heightened use of e-commerce platforms for discreet purchasing and product research. The US population continues to a

In 2025, RX/reimbursement adult incontinence in the US demonstrated steady volume and current value growth. Unit volumes rose to 6,692 million units and saw growth of 3%, while value sales rose by 4% to USD2,053 million. These growth rates align closely with preceding years, continuing the upward trend throughout the review period. Despite this, the rate of unit price increase was muted, at just under 1%, as companies strategically held back on price hikes, focusing on initiatives to absorb cost

Home care in the US demonstrated resilience in 2025, with a total retail value of USD40.2 billion and a growth rate of 2%, driven by easing inflation and lower interest rates. Laundry care remained the largest category, with a retail value of USD18.5 billion. E-commerce emerged as a significant channel, accounting for 31% value share. The industry is expected to continue growing at a CAGR of 3% to USD46.1 billion by 2030, driven by demand for convenience, multifunctionality, and sustainability.