Data analytics company Euromonitor International recently released its top Global Consumer Trends for 2026, identifying four global trends that highlight crucial shifts in consumer behavior.
In a reality shaped by the cost of living, authenticity, and expectations for well-being, these trends are at the core of consumer behavior worldwide.
Top global trends
- Comfort zone: Consumers are seeking comfort and simplicity amid global volatility, with 58% experiencing moderate to extreme stress daily. They are looking for products that provide emotional reassurance, such as 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.
- 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. Companies should focus on hyper-segmentation to develop targeted strategies that 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. Forty-nine percent 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 $4 trillion by 2026. Businesses should optimize mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce to remain competitive.
For more information, see Euromonitor’s Top Global Consumer Trends 2026 report.
Alison Angus is head of practice for innovation at Euromonitor International, which provides data analytics and research into markets, industries, economies, and consumers.