Euromonitor Reveals 2026 Global Consumer Trends: Comfort, Authenticity, And Wellness Dominate
Euromonitor International has released its Global Consumer Trends 2026 report, identifying four key behavioural shifts that will define the coming year: Comfort Zone, Fiercely Unfiltered, Rewired Wellness and Next Asian Wave.
According to the data analytics company, the trends illustrate how consumers are responding to economic pressure, rising stress levels and an increasing demand for authenticity, simplicity and wellbeing.
Alison Angus, Head of Innovation at Euromonitor International, said: “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.”
Comfort Zone
Consumers are turning inward to manage the pressures of a volatile world. Euromonitor’s research shows that 58% experience moderate to extreme stress daily, while two in five feel under constant pressure to get things done. As a result, shoppers are gravitating toward products that offer reassurance, natural ingredients and emotional stability.
The company notes that global sales of FMCG products carrying a natural claim reached USD 377 billion in 2024, while scented candle sales are forecast to surpass USD 3 billion in 2026. Comfort-focused innovations—from soothing textures to nostalgia-driven marketing—are seen as a way for brands to strengthen loyalty by providing calm and balance in uncertain times.
Fiercely Unfiltered
The second trend captures a decisive shift toward radical honesty and self-expression. Consumers are rejecting perfection in favour of authenticity, with 65% saying their identity is accepted by society, and half seeking products and services that reflect their individuality.
Euromonitor’s analysis highlights the emergence of hyper-segmentation strategies and micro-personalisation as essential tools for brands aiming to reach increasingly diverse and self-defined audiences.
Rewired Wellness
Wellbeing is “going pro,” as Euromonitor describes a surge in demand for clinical-grade, tech-enabled solutions. Three in four consumers now track their health through devices or apps, while 49% would pay 10% or more for premium beauty products with scientific formulations.
The report projects that global consumer expenditure on health goods and medical services will reach USD 6.9 trillion in 2026, underscoring a shift toward data-driven, science-backed self-care. Brands are encouraged to form partnerships in technology and healthcare to strengthen credibility and deliver measurable results.
Next Asian Wave
Finally, East Asia’s growing cultural and economic influence is reshaping global consumption. Euromonitor forecasts that China’s exports will reach USD 4 trillion in 2026, with Chinese and other Asian brands gaining ground through a combination of affordability, innovation and digital-first marketing.
Platforms such as TikTok, SHEIN and Temu are driving a new model of mobile-centric, content-driven commerce, while Chinese electric-vehicle maker BYD and coffee chain Luckin Coffee exemplify how domestic champions are successfully expanding abroad.
As Euromonitor concludes, companies that “optimise mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce” will remain competitive during this Next Asian Wave.
