Retail is entering a new era defined by emotional relevance, data intelligence, and reimagined consumption experiences. According to futurologist Theresa Schleicher in her “Future Guide Retail,” the next phase of transformation for manufacturers and retailers will extend well beyond pricing and efficiency. It will revolve around meaning, community, and well-being—where technology, lifestyle, and health merge into everyday life.
Asian platforms such as Temu and Alibaba, both also selling food in Europe, are setting new standards for speed, variety, and interactivity, transforming from simple e-commerce portals into experimental ecosystems that combine logistics, entertainment, and product development. Schleicher sees them not merely as competitors, but as future laboratories redefining the relationship between brands, consumers, and retail itself. Their promise is not “everything cheaper,” but “everything closer”—closer to desires, culture, and lived experience.
For European grocery players, this shift means developing proximity-driven models that blend personalization, sustainability, and emotional engagement. Hyper-personalized loyalty programmes and gamified experiences are emerging as viable alternatives to traditional discounting. Schleicher envisions “surprise stores” and hybrid retail spaces that inspire through themed events, community cooking, influencer collaborations, and creative product worlds—turning consumption into a continuous journey of discovery.
Health and wellness are at the core of this redefinition. The category is evolving from niche to lifestyle, transforming stores into sensory, aesthetic spaces where nutrition, beauty, and well-being intersect. Functional foods, adaptogenic drinks, and smart snacks represent the next wave of FMCG innovation—products designed not only for sustenance but for mood, performance, and pleasure.
As Schleicher notes, the successful retailers of tomorrow will not just sell goods, but design experiences rooted in values, sustainability, and connection. In this landscape, the fusion of purpose, technology, and everyday emotion will determine who thrives in the marketplace of 2026 and beyond.