Euromonitor predicts top consumer trends for 2026

Data analytics company Euromonitor International has unveiled its Global Consumer Trends for 2026.

The annual report highlights four global trends that Euromonitor predicts will signify crucial shifts in consumer behaviour. This year’s trend predictions are:

Rewired Wellness – demand for high-tech, medically validated wellness solutions is growing, with consumers willing to pay for premium products with scientific formulations.

Comfort Zone – consumers are seeking comfort and simplicity amid global volatility.

Fiercely Unfiltered – consumers are embracing bold self-expression and radical honesty.

Next Asian Wave – East Asian brands, particularly Chinese companies, are gaining global influence by combining affordability, innovation and digital-first experiences.

Comfort, self-expression and cutting-edge wellness

Euromonitor International uses Passport, its market research knowledge hub, to identify the predicted behavioural shifts for 2026.

“The future of consumer behaviour is characterised by a desire for comfort, self-expression and cutting-edge wellness solutions,” says Alison Angus, head of innovation at Euromonitor International.

“This is driven by the need for authenticity and simplicity in an increasingly complex world.”

Inside Euromonitor’s Global Consumer Trends

Rewired Wellness

Consumers are switching up their approach to wellness, embracing high-tech, medically validated interventions. In 2026, global consumer expenditure on health goods and medical services is expected to reach $6.9tn.

The consumer of 2026 will be looking for advanced self-care with instant gratification to support their healthspan.

Almost two thirds (62 per cent) of professionals said wellness trends and the focus on self-care will highly influence their industry over the next five years.

The report finds most consumers use an app or device to track health metrics like sleep, nutrition or exercise. A third (35 per cent) are looking for new prevention or treatment methods. The treatments once considered taboo, like GLP-1 drugs, are moving mainstream.

Meeting consumer wellness demand

Businesses can meet this consumer demand with hyper-personalised solutions and high-quality care.

Brands should focus on portability and convenience for at-home or on-the-go access to professional-grade products.

Companies should integrate diagnostic and monitoring capabilities into offerings, creating a service layer that supports real-time health management.

Comfort Zone

Consumers are carving out calmer, more balanced lives – they are seeking mental refuge to cope with seemingly perpetual chaos.

Thanks to the relentless pace of modern life, societal pressures that create unrealistic expectations and rapid tech changes that seem impossible to keep up with, consumers are in an overwhelmed state.

As a result, people are reevaluating how they spend their time, money and energy, with two thirds looking for ways to simplify their lives.

Demand for natural, wholesome ingredients and interest in spiritual therapies are on the rise, signalling growing interest in an integrated approach to health.

Fiercely Unfiltered

Nonconformists consumers are embracing bold self-expression and moving beyond one-size-fits-all approaches.

The coming year will make a heightened era of self-expression and individuality, with nearly half of consumers saying they like to be distinct from others.

There is a rising me-first, true-to-me mindset that’s shaping consumption – choices are more emotionally charged and personally meaningful.

Meeting consumer demand

• Adopt a laser-focused approach to micro-personalisation.
• Deliver tailored products, services and campaigns that meet unique preferences.
• Partner with authentic, relatable micro-influencers to build trust.
• Staying true to core values is crucial, as consumers will demand authenticity.
• Translate authenticity into action with transparent, genuine communication and engagement.

Next Asian Wave

Around the world, the opinion of Chinese brands is shifting. Consumer perception is evolving from seeing Chinese brands as niche or low-cost options to those that deliver on innovation, design and cultural sophistication.

Using cosmetics as an example, in 2025, one in five consumers associated Chinese beauty products with innovative technology.

The advice is to optimise mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce.

Where possible, leverage AI-powered personalisation. Focus on your core strengths and USPs to defend market share against new entrants

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