Euromonitor International has revealed the top global consumer trends for 2026, offering a roadmap for brands navigating an increasingly complex market.
Consumers are redefining priorities. Comfort and simplicity are now essential as stress and uncertainty rise, driving demand for products that soothe, simplify, and inspire confidence. At the same time, self-expression is a powerful force—half of consumers actively seek products that reflect their unique identity.
Wellness is going professional. Scientific, premium-grade solutions are no longer niche; nearly half of consumers are willing to pay more for validated, high-tech health and beauty products. Meanwhile, East Asian brands, led by China, are reshaping global commerce with innovation, affordability, and seamless digital experiences—forecasted exports reaching 3.4tn euro by 2026.
For executives, the takeaway is clear: success hinges on emotional reassurance, authentic brand engagement, credible wellness offerings, and frictionless digital journeys. Brands that deliver on these fronts will not only meet consumer expectations—they’ll set the standard.