Comfort and simplicity, ‘fierce’ self-expression and ‘rewired’ wellness powered by technology are among the key catalysts expected to redefine consumer behaviours and shape shopping habits in 2026, says Euromonitor International‘s latest report.

The findings come from the data analytics company’s annual report – Global Consumer Trends for 2026 – which identifies four key global trends driving behavioural shifts among shoppers.

“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,” said Alison Angus, Head of Innovation at Euromonitor International.

Shaped by a backdrop of continuing cost-of-living pressures, as well as authenticity and wellbeing expectations, its report outlines key trends at the core of consumption trends next year. These include:

Trend 1: Comfort Zone – serenity in uncertainty

This trend is shaped by consumers increasingly seeking comfort and simplicity amid global volatility.

With Euromonitor reporting that 58% of customers experience “moderate to extreme stress daily,” it says shoppers will increasingly look for products that provide emotional reassurance, like natural and wholesome ingredients.

To tap into this trend, businesses need to develop products and services that offer comfort, boost confidence, simplify life or promote balance to help consumers “find serenity in uncertainty.”

M&S, for example, has leant into this by offering products free from ultra-processed food (UPF) in its ‘Only… Ingredients’ range, such as its Only 1 Ingredient Cornflakes and Only 5 Ingredient White Bread Rolls, which use minimal, whole and unprocessed recipes.

Similarly French beauty brand, Aroma-Zone, has garnered a loyal following of 3million active global customers for its clean, straightforward and eco-friendly approach to self-care. It will launch its first UK flagship in Westfield London tomorrow (07 Nov 2025), with the new 340m² store offering immersive experience and product exploration, aiming to make natural self-care and skincare simple, transparent and personal.

Trend 2: Fiercely unfiltered – bold self-expression 

Consumers are embracing “bold self-expression and radical honesty” that’s being reflected in their buying behaviours. Half of all consumers now seek products and services that reflect their unique identity, according to Euromonitor’s poll.

This sense of self was also mirrored in Battersea Power Station’s research earlier this year, which showed two thirds of UK shoppers use fashion to feel confident and empowered – rather than just following the latest trends. It also plays into the rising appetite for independent retail, especially among younger cohorts; 74% of Gen Z prefer shopping at independent retailers, while 62% are willing to pay more at indie shops in a move away from the mainstream.

Embodying this trend for self-expression, UK clothing brand, Lucy & Yak, has gained popularity by allowing customers to express themselves with its bold, statement-patterned dungarees.

Showcasing how self-expression can drive growth, Lucy & Yak, which also only uses organic, recycled or dead stock material, has rapidly increased its store footprint in the UK. Since launching its Brighton-based flagship in 2019, it now has 11 locations, including Bristol, Cambridge, Manchester and Exeter, and opened its first-ever London pop-up last month.

Personalisation will also play a role for brands looking to tap into this behavioural shift, says Euromonitor, requiring retailers to focus on hyper-segmentation to resonate with specific customer profiles or buyer personas.

Trend 3: Rewired wellness – tech-led & science backed

Demand for high-tech and medically-validated wellness solutions is growing with consumers, who are willing to pay for premium products with scientific formulations. 

Euromonitor found that almost half (49%) of consumers would pay 10% or more for premium beauty products with a scientific formulation. This highlights how brands can leverage data-driven storytelling to demonstrate health benefits and educate consumers on product value.

A good example of this is L’Oréal’s Noli (which is short for ‘No one like I’). It uses AI within its multi-brand beauty platform to let customers unlock individual skin and haircare routines from a library of 200,000+ product combinations.

Using a quiz, which draws on insights from top dermatologists and advanced face-scan tech, Noli creates an individual BeautyDNA profile for each shopper. It then curates a personalised routine for a customer’s specific skincare goals, removing the guesswork – and endless scrolling – from product discovery. 

Trend 4: The next Asian wave

The final trend identified by Euromonitor reflects East Asian brands, particularly Chinese companies, which are gaining global influence by combining affordability, innovation and digital-first experiences. 

With China’s projected export value set to reach $4trillion USD by 2026, it recommends retailers optimise mobile-first digital experiences and design frictionless shopping journeys that blend content and commerce to remain competitive.

To download the report in full, visit: Euromonitor’s Top Global Consumer Trends 2026.