2026 will be “unfiltered, rewired, and Chinese”

Four consumer trends will set the tone in 2026: simplicity and comfort, radical authenticity, scientific wellness, and an (even) stronger East Asian influence. Euromonitor does not expect any major disruptions next year, but rather an acceleration of existing trends.

1. Comfort zone

Consumers are emphatically choosing peace, values, and balance in response to ongoing uncertainty. They are reevaluating what they buy and how they spend their time, money, and energy. “Two-thirds are actively looking for ways to simplify their lives. They are focusing on what they can influence themselves 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,” according to Euromonitor International in its new annual trend report.