2026 GLOBAL CONSUMER TRENDS: INSIGHTS TO INSPIRE INNOVATION (CONT.)
Next Asian Wave: Chinese brands redefine global expectations
Chinese brands—once seen as niche or low-cost — are now admired for innovative design, digital agility and cultural sophistication. Their influence extends beyond products, transforming how consumers discover, engage, and purchase. Platforms like Shein and TikTok Shop illustrate this shift. According to Euromonitor, by early 2025, one in four TikTok users had purchased directly through the app, highlighting the rise of seamless, immersive shopping.
Chinese brands are scaling globally. They excel at blending heritage with modernity, introducing local textures, flavours, and formats, while leveraging mobile-first convenience and algorithm- driven personalisation to make every choice feel curated. For global businesses, this means consumers increasingly expect originality, cultural storytelling, and rapid innovation. Monitoring emerging trends and influences from China - whether in flavour innovation, packaging aesthetics, or interactive engagement— offers a competitive edge. Lessons in cost efficiency, speed to market, and digital engagement provide a blueprint for success. The Next Asian Wave is not just about new products or platforms; it’s about redefining value and experience. Those ready to adapt will thrive in an increasingly global, connected, and culturally dynamic marketplace.
Implications for Organisations
Comfort Zone, Fiercely Unfiltered, Rewired Wellness, and Next Asian Wave reveal a fast changing consumer landscape. Success means embracing authenticity, simplicity, and tech-driven innovation while delivering experiences that feel personal and culturally relevant. Brands that adapt quickly will unlock growth opportunities and set the standard for what consumers crave next.
About the Author
Ali is Head of Practice for Innovation, leading Euromonitor’s research on corporate innovation strategy and new product launches, and understanding the consumer behaviour, attitudes and shifting trends driving innovation. She has worked in research for more than 25 years, with experience spanning across consumer and service industries globally. This brings her extensive knowledge and expertise in research and analysis, producing compelling, consumer-focused strategic content, and working with clients to inform and support strategic thinking. Ali’s remit necessitates pan-industry expertise, looking at the impact of consumer trends on a diverse range of industries and categories, across multiple national markets.
WHAT’S IN STORE | 2026 © 2026 International Dairy Deli Bakery Association
Industry Landscape
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