Built on the latest 2026 insights from Euromonitor International’s Voice of the Consumer survey, this piece combines real-time consumer sentiment with the proprietary Consumer Types framework to uncover how behaviour is evolving. As economic pressures and digital fatigue reshape priorities, it reveals where value, connection and aspiration are being redefined, and how brands can respond.
Delivery
This report comes in PPT.
Key findings
Frugality emerges as a new status symbol
Consumers’ growing financial confidence (43% feel financially secure in 2026, up from 41% in 2025) reflects, and is reinforced by, their embrace of frugality. Value-seeking is now seen as a mark of intelligence and control, transforming thrift into a celebrated expression of discernment. Rewarding smart spending is essential to strengthen and grow customer relationships.
Digital fatigue changes engagement rules
Rising digital noise is making consumer attention increasingly scarce, heightening distrust in digital channels (47% prefer to remain anonymous online in 2026, up from 45% in 2025) and prompting withdrawal from overstimulation. Consumers now seek curated, quieter spaces and meaningful, focused interactions, and brands must earn attention through quality engagement.
Community and localism drive brand preference
Consumers are increasingly aligning with brands that reflect their values and identities, with nearly one-third reporting purchases from value-aligned brands in 2026. Peer networks and local affiliations are becoming key filters for trust, discovery and loyalty, reshaping how influence and relevance are earned. Almost half of consumers prioritise community engagement, while one in four actively seek locally-sourced products and stores.
Luxury redefined by access and personalisation
Consumers are redefining luxury through purpose, cultural relevance and personalised experiences. More than 55% of consumers prioritise spending on experiences, with 22% planning to increase spending on novel experiences in 2026. Ownership is no longer the ultimate marker of status; emotional connection and ethical alignment now define modern prestige.
Emotional needs reshape everyday consumption
Emotional needs are driving everyday choices. Stress and disconnection are fuelling demand for comfort and mood-enhancing products. Consumers are turning to snacks, rituals and sensory experiences that offer relief, making emotional satisfaction a core metric of brand success.
Our expert’s view of Lifestyles in 2026
Key findings
Exploring Lifestyles in 2026
Top five trends in Lifestyles
Top five trends uncovered
Frugality becomes a visible status signal
Frugality as a cross-type personality trait, not a trade-off
Frugality becomes a social currency through dupes
Sainsbury’s: Personalising price, empowering choice
The new face of frugality highlights opportunities
In an era of digital exhaustion, consumers are rationing their focus
Being connected still requires disconnection
Duolingo bets on quality over reach in the digital era
Heineken uses mindful disconnection as brand strategy
Targeting quality, not quantity attention can pay dividends
The power of community-led consumerism and the age of shared identity
From global to glocal : Consumers turn towards local and authentic
Red Bull Kumite: From esports event to global fighting-game community
Harley-Davidson and Insta360: Scaling community-led consumption partnership
Opportunities in community-driven growth
The rise of inclusive and circular l uxury
Experience Seekers are driving where luxury growth is heading
Rolex certified pre-owned - the "Legacy Reborn" global push
DUA skin care line powered by Augustinus Bader scientific expertise
Potential for growth in the high-end market segment
The emotional consumption wave
Wellness Enthusiasts
Marks & Spencer launches “Brain Food” line
Wall’s launched "Minecraft" experiential ice cream for gamers
Opportunities for expanding snack product offerings
Our expert’s view of Lifestyles in 2026
Future implications
Opportunities for growth
Overview of Voice of the Consumer: Lifestyles Survey
Voice of the Consumer: Lifestyles consumer segments 2026
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