Stay updated on industry trends, market dynamics, economic shifts and consumer behaviour with these free resources—sourced from our experts and market research knowledge hub, Passport.
Here are your must-read insights for May 2026.
Top insights
1. Free macro model: Global economy under Iran war scenarios
Global real GDP growth stands at 2.9% for 2026 under the current baseline, but the outlook remains fragile amid uncertainty over the Iran war and broader economic spillovers.
New scenarios in our free macro model help you assess risks and plan against possible outcomes across major economies.
2. What is your packaging really telling consumers?
Packaging has become a frontline credibility test for sustainability claims.
Recyclability is the baseline expectation, and innovation is shifting towards circularity in action to make sustainable behaviour feel tangible. Brands that treat packaging as proof are better positioned as scrutiny and regulation tighten.
3. The real strategic upside in the Unilever-McCormick deal
The Unilever-McCormick deal says more about portfolio priorities than deal size.
Unilever exits higher-margin food segments for a bigger bet on beauty and home care growth, while McCormick fast-tracks category leadership and geographic reach. But what do these shifts mean for long-term company performance?
4. Lessons from past global crises for the Iran war
The Iran war marks a fourth major disruption to markets in less than 20 years, landing on consumers who are already exhausted from previous shocks.
Past crises suggest shoppers will double down on value, forcing brands to absorb more costs while trust, locality and authenticity carry greater weight. This time, behaviours are less temporary and more likely to stick. 
5. FMCG innovation: Feasibility is rewriting competitive strategy
FMCG brands realise one of their biggest risks isn’t demand, but whether new products can gain and hold market share over the next five to 10 years. That’s why feasibility is moving upstream in the innovation process, reshaping ingredient selection, formulation design and portfolio strategy from the outset.
In a volatile environment, concepts that can’t stay viable long enough to scale quickly become liabilities.
6. Decoding Gen Alpha as Asia’s next growth engine
Gen Alpha already shapes household spending across Asia Pacific, well before they control the purse strings themselves.
Raised in a fully digital ecosystem and influenced by millennial and Gen Z parents, their expectations around convenience, personalisation, wellbeing and trust are setting the standards for what families buy. This influential cohort creates immediate opportunities in the region with distinct implications by market.
7. How travel learns from crisis
The US/Israel‑Iran war has delivered the sharpest shock to global travel since COVID-19.
Airlines and hotels with route flexibility, strong crisis response and localised demand strategies are staying operational under pressure, while others are forced to cut capacity or raise prices. The question is not whether travel recovers, but which players return stronger and gain a competitive edge in resilience.
8. Longevity ingredients in beauty: Growth drivers of skin and hair care
Longevity is everywhere in beauty today, from product claims to formulations to innovation pipelines.
Repeat purchases, ingredient scale and cross-category adoption signal where companies should invest. As the conversation shifts from anti‑ageing to maintaining skin and hair health over time, ingredients like ceramides, peptides and niacinamide are scaling across price tiers and categories.
Chart of the month
See us on stage
CosmeticBusiness • 10 June • Germany
CosmeticBusiness is a unique source of new cosmetic product ideas, exclusively bringing together cosmetics companies with all suppliers involved in the development, production, packaging and marketing.
[Session] Global consumer trends: Beauty rewired
World Perfumery Congress • 23 June • US
The 2026 World Perfumery Congress invites the global fragrance community to explore how fragrance bridges differences, honours global heritage and pushes the boundaries of olfactive expression.
From sustainable sourcing practices to AI-driven formulation, and from cross‐cultural storytelling to inclusive consumer experiences, WPC 2026 will spotlight the limitless potential of perfumery to connect the world.
[Session] Euromonitor explores evolving landscape of Arabian fragrances
New reports
- Energy Drinks in India
- Experiential Luxury in Japan
- Navigating the Impact of the US/Israel-Iran War on Travel
- Tissue and Hygiene in the UK
- US/Israel-Iran War: GCC Impact and Diverging Economic Exposure
Stay in the know
Missed our roundup from last month? Here’s your quick recap.
Sign up and get the latest insights into markets, industries, economies and consumers sent to your inbox each month. You’ll also want to browse our collection of free content for even more resources that can support your strategy.
Already a Passport subscriber? Log in to access the latest data and analysis in your plan.
