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2026 GLOBAL CONSUMER TRENDS: INSIGHTS TO INSPIRE INNOVATION
Across generations, people are challenging conventions and making choices that reflect personal values. This shift fuels “me- first” consumption, where purchases carry emotional weight and reflect individual aspirations. Hyper-personalisation is key as more than half of consumers now seek curated experiences and tailored products. From bespoke flavours to dietary-specific options, data and technology enable offerings that mirror diverse lifestyles and values.
2026 Global Consumer Trends: Insights to Inspire Innovation
Alison Angus, Head of Practice - Innovation Research, Euromonitor International
As consumer behaviour evolves, understanding the forces behind these shifts is critical for organisations seeking to stay ahead. Drawing on Euromonitor International’s latest research, this article explores four major trends shaping 2026: Comfort Zone, Fiercely Unfiltered, Rewired Wellness, and Next Asian Wave.
Comfort Zone: Seeking calm in a world of chaos
In a world marked by volatility, consumers crave comfort, simplicity and control. Euromonitor International’s Voice of the Consumer survey in 2025 reveals 58% of consumers experience moderate to extreme stress daily, with two in five feeling under constant pressure. This stress, amplified by rapid tech change and global tensions, is driving a “less but better” mindset.
Overwhelmed consumers are prioritising emotional clarity and practical routines, fueling demand for products that offer wellbeing, convenience, and sensory reassurance. Interest in natural claims and mental health-supporting ingredients is rising. In the 12 months to August 2025 over 8,000 new natural products launched online according to Euromonitor. Soft textures, soothing aromas, and nostalgic designs and flavours create a sense of familiarity and calm for consumers and flexible business models help them find ease and control in their daily routines.
Fiercely Unfiltered: The Rise of bold self- expression
The Fiercely Unfiltered trend reflects a decisive move towards self-expression and individuality. Consumers are rejecting polished perfection and embracing realness—both personally and in the brands they choose. Nearly half want to stand out, and two-thirds feel comfortable expressing their identity according to Euromonitor International. Transparency is now a baseline expectation for these consumers. Clear labelling, honest sourcing stories, and open communication matter, with over half of consumers saying they only buy from brands they trust.
Consumers gravitate towards communities that celebrate uniqueness. Brands that foster inclusivity and engage niche groups will build deeper connections and stand out in a crowded marketplace.
Rewired Wellness: Clinical-grade solutions for Everyday Health
Wellbeing is going high-tech. Consumers are moving beyond traditional routines, embracing clinically inspired solutions that promise precision and measurable results. With 75% now tracking health through apps or wearables, everyday choices are increasingly guided by data, signaling a rise in bio-personalised approaches for faster impact and lasting benefits.
Smart devices, at-home diagnostics, and tailored plans are becoming mainstream. Younger generations monitor sleep, diet, and fitness in real time, while older consumers adopt digital tools to manage ongoing health needs. Demand for functional products supporting outcomes like metabolic health, gut balance, and personalised nutrition is growing. Brands are responding with interactive packaging, digital insights and connected services that guide informed decisions. They are innovating with medically validated ingredients. Premiumisation is a clear opportunity with nearly half of consumers willing to pay more for scientifically validated or personalised products. Everyday goods are evolving into real-time health solutions—success lies in delivering clinical- grade benefits that feel accessible and trustworthy.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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