Euromonitor International: Top global consumer trends for 2026
Authenticity and wellbeing expectations are are at the core of consumer behavior across the globe.
That’s according to Euromonitor International’s “Global Consumer Trends for 2026” report. The annual study identifies four global trends that highlight crucial shifts in consumer behavior.
“The future of consumer behavior is characterized 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.
Euromonitor’s top Global Consumer Trends in 2026 are listed below.
•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, 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.
•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 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. Half (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 $4 trillion by 2026. Businesses should optimize mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce to remain competitive.
In other data from the report:
•8,000+ new products launched online with a natural claim from September 2024 to August 2025;
•Half (50%) of consumers want products and services that are uniquely tailored to them;
•Nine percent of consumers who are trying to lose weight take GLP-1s in 2025, up from 6% in comparison to previous year; and
•Thirty-seven percent of livestream shoppers used this channel to discover new brands, products or services.
