Euromonitor highlights global consumer trends for 2026
Euromonitor International released its top global consumer trends for 2026, identifying four global trends “highlighting crucial shifts in consumer behaviours.”
“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.
Comfort zone
Consumers are seeking comfort and simplicity amid global volatility. Fifty-eight percent of consumers are experiencing moderate to extreme stress daily and are looking for products that provide emotional reassurance, like natural and wholesome ingredients.
“Businesses need to develop products and services that offer comfort, boost confidence, simplify life or promote balance to help consumers find serenity in uncertainty,” states the report.
Self-expression
Half of consumers surveyed stated they seek products and services that reflect their unique identity, while 65% feel society accepts who they truly are.
The report recommends companies focus on hyper-segmentation to resonate with specific customer profiles.
READ: Brand loyalty in the age of inflation
High-tech wellness
Demand for high-tech, medically validated wellness solutions is growing with consumers willing to pay for premium products with scientific formulations. Forty-nine percent of consumers would be willing to pay 10% or more for premium beauty products with a scientific formulation.
The report found that more than 8,000 new products launched online with a natural claim from Sept. 2024 to Aug. 2025.
Next Asian Wave
East Asian brands, particularly Chinese companies, are gaining global influence by combining affordability, innovation and digital-first experiences.
“Businesses should optimize mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce to remain competitive,” notes the report.
