As every year, Euromonitor International’s global research experts have used the market research institute’s analytics to identify the most important consumer trends for 2026.
2026 will be dominated by four trends: “Comfort Zone”, “Fiercely Unfiltered”, “Rewired Wellness” and “Next Asian Wave”, which deepen existing tendencies. Below is an overview.
Comfort zone
This trend stems from consumers increasingly seeking a calm, values-driven and balanced lifestyle to offset the ongoing sense of chaos and uncertainty around them. This also includes rethinking their consumption and questioning how they use their time, money and energy.
“Two-thirds are actively looking for ways to simplify their lives. They are focusing on what they can control to stay grounded, regain balance and build long-term resilience. Their new standard of living is: less but better—with a clear focus on simplicity, emotional balance and everyday routines,” says Euromonitor.
This means that consumers are specifically looking for products and services that promote relaxation and mental balance; Natural things come to the fore and comfort becomes the key factor.
“In a world characterized by conflict and uncertainty, brands can provide support and orientation. If they promote holistic well-being and simplicity, they become reliable companions who help consumers to master the unknown with confidence,” advises the market research institute.
Fiercely Unfiltered
The second consumer trend is in the direction of “comfort zone”, as it refers to everything that is genuine and authentic, even to the extreme. He describes “a new, uncompromising energy” that consumers are increasingly living out. Brands and retailers should pay attention because “these non-conformists rely on courageous self-development and radical honesty. They no longer fit into the usual molds, but rather create their own,” according to the study.
Authenticity is important – in yourself and in others, this also includes brands. The analysis found that “more than 50 percent of consumers only buy from brands or companies they completely trust.” According to Euromonitor, this is an opportunity for brands to build deeper connections with these consumers. 53 percent of professionals said the trend toward individualism and personalization will have a major impact on their industry in the next five years.
“Brands should focus on authenticity to show a true understanding of diverse identities while remaining true to their own brand core. Targeting the specific needs of a diverse customer base is more effective than a general solution for a broad audience,” advises Euromonitor.
Rewired Wellness
Health has been the focus since the Covid pandemic at the latest, but will unfold again in 2026: Consumers are relying on medically based, modern solutions as an everyday wellness tool and are taking control of their own well-being. The majority of them already use an app or device to collect health data.
Traditional routines are being replaced by advanced therapies and precise products that are easily accessible and support long-term health. This also applies to clothing and shoes; Providers should respond to this trend by providing functionality that supports customers in their activities. Prevention is taking on new importance.
“Wellness is no longer a universal journey or slow progress, but an agile, science-based search for quick, visible results,” concludes Euromonitor.
Next Asian Wave
The next trend also reinforces tendencies that can already be felt – the influence of East Asia is unbroken and will continue to increase. “Accordingly, the perception of Chinese brands is changing worldwide: consumers are increasingly associating them with affordability, innovative strength and intuitively designed, digitally influenced user experiences,” predicts the market research institute.
It cites the Labubu collectible figures on Pop Mart as an example; Shein, Temu & Co. will also continue to gain market share despite negative publicity – four fifths of the top-selling retail companies in global e-commerce in 2024 either come from China or are headquartered there.
“Consistently rely on competitive advantages and core strengths that are difficult to copy. Brand value, differentiated market knowledge, reputation or superior supply chains can give you an advantage over these new market participants,” advises Euromonitor International.
Purchasing via social media is also becoming increasingly important: at the beginning of 2025, a quarter of all TikTok users already made a purchase via the platform. The study calls these “sophisticated digital ecosystems” that traditional retailers can learn from as they attract consumers with low-cost products from a wide range.
They also score points with personalized recommendations, smartphone-optimized user interfaces and interactive functions such as gamification that make the shopping experience entertaining.