Comfort, authenticity and high-tech wellness take center stage
Consumers worldwide are redefining what matters most in their lives, according to Euromonitor International’s Global Consumer Trends 2026 report (registration required). From prioritizing mental well-being to embracing radical self-expression, the study highlights four major shifts shaping purchasing decisions and brand loyalty in the coming year.
Why do these trends matter?
The backdrop of economic uncertainty and societal change has pushed consumers to seek simplicity, authenticity and professional-grade wellness solutions.
The top four trends defining 2026
1. Comfort zone
The relentless pace of modern life can feel like a non-stop rollercoaster. Consumers want off. They’re looking for comfort, calm and mental refuge to protect their peace in a contentious world.
Stress is a daily reality for 58% of consumers, and many are turning to products that offer emotional reassurance. Natural ingredients, calming experiences and simplified solutions are in demand. Brands that deliver comfort and balance will win favor in a world craving serenity.
2. Fiercely unfiltered
Consumers are more divided than ever as global tensions shape their values and preferences. Generation Z and younger Millennials are at the forefront of this fiercely unfiltered trend.
Consumers are embracing bold self-expression and radical honesty. Half of all shoppers want products that reflect their individuality, while 65% feel society accepts them as they truly are. Hyper-segmentation and personalized strategies will be key for businesses aiming to resonate with diverse identities.
3. Rewired wellness
Consumers want clinical-level, high-tech solutions as everyday wellness tools. Traditional routines are traded in for advanced therapies and precision products. Wellness is going high-tech. From scientifically formulated beauty products to data-driven health solutions, consumers are willing to pay a premium for professional-grade offerings. Nearly half would spend 10% more on beauty products backed by science. Brands should focus on transparency and education to justify value.
4. East Asian brands are thriving
East Asian brands – especially Chinese companies – are gaining global traction by blending affordability, innovation and digital-first experiences, with China’s exports projected to hit $4 trillion by 2026. Chinese companies have found success expanding overseas with their robust digital-led approaches, leveraging mobile-centric strategies and algorithm-driven personalization to drive customer engagement.
Companies need to understand the strategies of these Asian competitors, monitor cultural trends and adopt tech-enabled models that deliver fast, authentic and forward-looking solutions.
These trends signal a clear mandate: prioritize authenticity, invest in wellness innovation and embrace cultural diversity. Companies that adapt quickly will not only meet consumer expectations but also build lasting loyalty.