In a context where consumers strive to balance their expectations with cost-of-living pressures, the market intelligence and data analytics firm has revealed several crucial shifts in consumer behaviour for 2026.

“The future of consumer behaviour is characterised by a desire for comfort, self-expression and cutting-edge wellness solutions, driven by the need for authenticity and simplicity in an increasingly complex world,” said Alison Angus, head of innovation at Euromonitor International.

Four global trends

In its Global Consumer Trends 2026 report, the firm has identified four major trends that are expected to guide global consumer behavior.

Comfort Zone

According to Euromonitor International, consumers are seeking comfort and simplicity amid global volatility. In a global environment where 58% of consumers say they experience moderate to extreme stress daily.

In order to meet their expectations, businesses should develop products and services that offer comfort, boost confidence, simplify life or promote balance and emphasize emotional reassurance, for instance through natural and wholesome ingredients.

Fiercely Unfiltered

Consumers are embracing bold self-expression and radical honesty. Half of all consumers seek products and services that reflect their unique identity, while 65% feel society accepts who they truly are. According to Euromonitor, companies therefore need to focus on hyper-segmentation for targeted strategies to resonate with specific customer profiles or buyer personas.

Rewired Wellness

Demand for high-tech, medically validated wellness solutions is growing with consumers willing to pay for premium products with scientific formulations. 49% of consumers would be willing to pay 10% or more for premium beauty products with a scientific formulation. Brands can leverage data-driven storytelling to demonstrate health benefits and educate consumers on product value.

Next Asian Wave

East Asian brands, particularly Chinese companies, are gaining global influence by combining affordability, innovation and digital-first experiences. China’s projected export value is expected to reach USD 4 trillion by 2026.

Businesses should optimize mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce to remain competitive.