What Are the Top Consumer Trends in 2026?

A new year always raises this question for brands: what do consumers want next? In 2026, B2C companies will continue to navigate evolving priorities and expectations.

So, how do you keep up? With our global consumer trends report, which helps you get up to speed on emerging demands in the coming months.

Each year, we identify the top behavioural shifts that are expected to have the biggest impact across industries. Whether you’re exploring avenues for innovation, planning brand activations or reviewing product roadmaps, this report helps you find new opportunities.

Let’s look at four consumer trends that should be on your radar in 2026. Grab your copy of the report and watch our webinar for business implications, case studies and tactics.

Comfort Zone

Calm and control – two main forces behind this trend. In an uncertain world, our data show consumers actively seeking better balance, with two thirds looking for ways to simplify their lives.¹ They’re re-evaluating how they spend their time, money and energy.

This shift means many are embracing emotional wellbeing and adopting a less-but-better mindset. As a result, shoppers are drawn to products that promote relaxation, and interest in natural, wholesome ingredients is rising. More than 8,000 new products with a natural claim were launched online in 2025.²

Brands that cater to these consumers and create a sense of stability have a real opportunity to become trusted allies.

Fiercely Unfiltered

There’s a growing movement around unapologetic, bold self-expression and individuality. Nearly half of consumers like to be distinct from others, and 58% seek curated experiences tailored to their tastes.¹

People are making purchases that go beyond simple utility. They want products that reflect their true selves and aspirations.

Effective strategies will lean on hyper‑segmentation and embed personalisation across touchpoints. By tapping into this trend, you can forge deeper connections with these consumers and strengthen loyalty.

Rewired Wellness

Consumers are taking control of their wellbeing with advanced therapies and precision products. They want medical-grade, high-tech solutions for their everyday wellness needs.

Clinical treatments or pharmaceuticals like GLP-1s are becoming more accessible, and consumers expect the same efficacy from at-home, over-the-counter products. You can meet this demand by delivering science-backed formulations, devices or features that fit seamlessly into daily routines.

Next Asian Wave

This trend captures the shifting consumer perception of Chinese brands – from niche or low-cost options to those that lead with innovation and have cultural influence around the world.

Digital discovery powers this movement. As of early 2025, one in four TikTok users made a purchase in the platform.³ Shoppers gravitate towards the likes of Shein and Temu because these players often combine tailored recommendations and intuitive mobile-first experiences with a vast range of reasonably priced items.

China is forecast to export USD4 trillion of goods and services globally in 2026

^{Source: Euromonitor International, Passport Economy, Finance and Trade}

East Asian brands are setting the standard for products and services that blend affordability, digital agility and personalisation at speed. You should lean into your competitive advantage and core strengths as Chinese players continue to expand internationally. And drawing on culturally rooted elements like ingredients or building strategic partnerships could drive innovation.

Keep up with the 2026 trends

There you have it – the biggest consumer trends in 2026. For deeper analysis and insights, explore the resources below.

• Read the full report
• Watch the webinar
• Bookmark our consumer trends hub

Data sources
1 Euromonitor International, Voice of the Consumer: Lifestyles Survey, fielded January to February 2025 (n=40,337)
2 Euromonitor International, Passport Innovation
3 Euromonitor International, Voice of the Consumer: Digital Shopper Survey, fielded April 2025 (n=10,295); shown to respondents who used TikTok within the month prior to fielding dates.