Consumers Seek Comfort, Authenticity, Science-Backed Wellness and Digital Innovation, according to Euromonitor’s latest report

Euromonitor projects that China’s export value could reach US$4 trillion by 2026

A new report by Euromonitor International has unveiled four transformative global consumer trends expected to define behaviour in 2026 and beyond. Reflecting a world of rising stress, economic strain, digital acceleration and evolving identity, these trends capture the ways consumers are reshaping their lifestyles and expectations of brands.

Comfort Becomes a Commodity

According to Euromonitor, 58 per cent of people worldwide now experience moderate to extreme stress on a daily basis — a statistic that underscores the growing desire for simplicity and emotional assurance. The report identifies a shift towards products and services that offer comfort, stability and calm. Brands that focus on natural ingredients, simplified service models and experiences promoting ease and balance are increasingly resonating with consumers seeking respite from global volatility.

Authenticity also emerges as a defining force in 2026. Half of global consumers now prefer products and services that reflect their individuality, while 65 per cent feel their societies are more accepting of self-expression. This “Fiercely Unfiltered” movement signals a new era of brand engagement, where hyper-segmentation, targeted messaging and personalisation are not merely marketing tactics but necessities for connection and loyalty.

Science, Self-Expression and the Asian Edge

The report highlights another critical evolution — the rise of “Rewired Wellness.” Wellness has moved beyond lifestyle aspiration to become a tech-driven, science-based pursuit. Nearly 49 per cent of consumers say they are willing to pay 10 per cent or more for beauty and wellness products featuring clinically validated claims. As a result, brands are expected to embrace data-driven storytelling, scientific formulations and measurable outcomes to build credibility and trust.

Completing the picture is the “Next Asian Wave,” driven by East Asian innovation and the global influence of Chinese brands. By combining affordability with digital-first experiences, these brands are rapidly reshaping consumer markets. Euromonitor projects that China’s export value could reach US$4 trillion by 2026, signalling a major shift in global trade dynamics. For international competitors, success will hinge on optimising mobile-first channels, creating seamless shopping journeys, and integrating content with commerce to enhance engagement.

Alison Angus, Head of Innovation at Euromonitor, summarised the overarching direction succinctly: “The future of consumer behaviour is characterised by a desire for comfort, self-expression and cutting-edge wellness solutions, driven by the need for authenticity and simplicity in an increasingly complex world.”

As the world navigates uncertainty and accelerated change, the report suggests that brands combining simplicity, authenticity and science-backed value will be best positioned for sustained growth and consumer trust in 2026.

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