Cost of Living Ireland 2025: Spending, Economy & Wellness Trends
As 2025 kicks off, Irish consumers continue to navigate a landscape shaped by high costs and continuing global uncertainties. Dentsu Ireland’s 2025 Pulse Survey has unveiled some key insights into how cost of living in Ireland in 2025 is impacting Irish consumer spending habits, shedding light on ongoing financial concerns in Ireland 2025, evolving consumer behaviour, and how brands can best connect with their audiences in a time of financial unease.
Cost of Living Woes Still Top of Mind
It’s no surprise that one of the most significant findings of the 2025 Pulse Survey is the continued financial pressure on Irish consumers. 72% of Irish adults remain concerned about the ongoing cost-of-living challenges in Ireland, with rising prices for everyday goods still affecting many households. While inflation in Ireland 2025 may have slowed in 2024, the cost of living remains a major stressor as we move into the new year.
Interestingly, while the percentage of consumers actively worried about costs has slightly decreased since January 2024, concerns are rising again following the Christmas period. 65% of adults reported financial pressure in November, which has now increased. Additionally, 56% of Irish adults are actively seeking ways to reduce daily expenses, continuing a multi-year trend of cost-conscious spending.
What does this mean for brands? Value for money is becoming more important than ever. While consumers are still purchasing, they are increasingly discerning about where they spend their money. This year, it’s not just about affordability—it’s about perceived value. Brands that understand Irish consumer spending habits and emphasize affordability without compromising quality will resonate with cautious shoppers.
Global Issues Add to the Uncertainty
Aside from financial worries, Irish adults are also feeling the weight of global concerns. World politics and climate change are at the forefront of many minds, with 54% of survey respondents citing politics as a major worry for 2025. It’s clear that, while Irish adults may feel financially strapped, they are also deeply affected by the world beyond their doorstep.
However, there’s a sense of powerlessness regarding these issues. Consumers feel less equipped to influence global matters, which has led to a kind of apathy, especially when it comes to issues like climate change and international politics. This psychological toll could affect how brands approach communication—offering messages of hope, agency, and empowerment might be key to cutting through the noise.
Shifting Priorities: Health Takes the Lead in 2025 Resolutions
Despite the financial and global concerns, 2025 is also a year marked by an undeniable sense of optimism. In the face of adversity, Irish adults are setting resolutions to improve their lives. A remarkable 89% of respondents shared that they have set at least one New Year’s resolution, with the overwhelming focus being on physical and mental well-being.
Exercise (55%), eating healthily (49%) and weight loss (43%) emerged as the top resolutions, signalling a clear shift toward prioritizing physical health in 2025. Interestingly, weight loss has entered the top three resolutions for the first time, likely due to the rising prominence of GLP-1 agonists like Ozempic and Mounjaro in the media. This growing interest in health and fitness presents an opportunity for businesses, especially those in the health, fitness, and food sectors, to tap into a shift in consumer behaviour.
Fitness centres, gyms, and wellness services can align with this trend by offering alternatives to pharmaceutical solutions, while food and beverage brands may want to create products that support healthy eating habits.
What Does This Mean for Brands in 2025?
As we move further into 2025, Irish consumers remain deeply concerned about their financial futures and global issues. But despite these pressures, there is a renewed commitment to personal well-being and positive change. For brands, this means focusing on value, quality, and meeting consumers where they are—in both their concerns and their aspirations.
Brands that can effectively communicate the value they provide, while also offering solutions for consumers looking to improve their health and manage their finances, will be well-positioned to thrive in 2025.
Get the Full Report: Want deeper insights? Download the full Pulse Wave 1 Report here
For more insights and information about the research contact
Claire O Rourke, Research Director, dentsu.