As we move into 2026, four powerful trends – Comfort Zone, Fiercely Unfiltered, Rewired Wellness, and the Next Asian Wave – are redefining what consumers value and how they shop.

These shifts go beyond products, reflecting deeper changes in lifestyles, technology, and global influence. For retailers, understanding them will be key to staying relevant and driving growth, says Alison Angus, Head of Innovation at Euromonitor International.

Comfort Zone: Seeking calm in a world of chaos

In today’s fast and unpredictable world, overwhelmed consumers are hitting pause. Euromonitor International’s 2025 research shows 58% experience moderate to extreme stress daily, driving a shift towards calmer, more stable lifestyles.

‘Less but better’ is the mantra, with simplicity, emotional clarity, and wholesome choices taking centre stage. Homes are evolving into sensory sanctuaries with soothing scents, soft lighting, and smart tools that ease routines.

Consumers are gravitating towards gentle formulations, stress-relief features, and natural ingredients, with more than 8,000 new natural products launched online in the 12 months to August 2025. Leisure trends lean towards mindfulness, creativity, and alcohol-free socialising.

Brands that offer intuitive services, nostalgic design, and flexible models to simplify routines will win. For retailers, this means curating assortments that prioritise calm and wellbeing, from natural products to stress-relief solutions. Creating sensory in-store experiences and offering flexible, convenience-driven services will be key to staying relevant.

Fiercely Unfiltered: Unapologetic self-expression

Consumers are rejecting conformity and embracing bold, unapologetic self-expression. Vulnerability is power, rebellion is self-care, and contentment is the new priority. People are living life on their own terms – shame-free and confident in choices that reflect their identity, values, and lifestyle. Traditional milestones are being redefined, stereotypes are being broken.

Every purchase – from skincare to subscriptions – must feel personal and emotionally aligned. Despite financial pressures, emotional indulgence often wins, fuelling “doom spending” and impulse buys. Consumers seek connection through niche micro-communities, gravitating to spaces that celebrate individuality.

For brands, one-size-fits-all is over. Success lies in hyper-personalisation, authentic storytelling, and products that resonate with identity. Diverse price points, circular solutions, and partnerships with relatable micro-influencers will build trust. In 2026, consumers don’t just want brands that understand them – they want brands that stand with them.

Retailers that curate bold, niche assortments and create spaces, both physical and digital, that celebrate individuality will win. Personalisation and community are now non-negotiable.

Rewired Wellness: Everyday health, elevated

Wellness is accelerating into a high-tech era as consumers seek science-backed solutions for longevity and daily performance. Three in four now track health metrics like sleep and nutrition, nearly 40% use at-home diagnostics, and once-taboo treatments such as GLP-1 drugs and botox are entering the mainstream thanks to innovation and accessibility.

People want instant results, real-time insights, and personalised plans that fit seamlessly into everyday life. Younger generations are embracing AI tools, wearables, and customised therapies for prevention, while older adults monitor age-related concerns with digital support.

Wellness is becoming a premium pursuit defined by efficacy, speed, and personalisation, with everyday products expected to deliver clinical-grade precision. From functional ingredients and smart beauty tech to portable wellness devices and express, walk-in restorative services, the market is booming.

Success for brands lies in embedding diagnostic features, data-driven services, and medically validated benefits into products and services that feel aspirational yet accessible. For retailers, this means curating tech-enabled wellness assortments and offering experiential spaces that combine convenience with credibility.

Next Asian Wave: Chinese brands go global

East Asia’s cultural influence is evolving. After decades of Japanese and Korean dominance in beauty, entertainment, and lifestyle, Chinese brands are now stepping into the global spotlight. What was once seen as niche or low-cost is becoming a confident, aspirational choice.

From Labubu collectibles and blockbuster C-dramas to trending snacks and tech-driven beauty, consumers aren’t just watching – they’re buying. One in five now links Chinese beauty to cutting-edge technology, reflecting a shift towards innovation and design-led products.

This rise is powered by mobile-first platforms like TikTok Shop, SHEIN, and Temu, which deliver personalisation and affordability at speed. Despite trade barriers in some markets, global appetite for culturally rich, tech-forward products remains strong.

For businesses, the Next Asian Wave means both new competition and opportunity. Brands must embrace digital agility, cultural relevance, and partnerships to stay ahead as China redefines global standards for innovation, affordability, and experience. Retailers that curate Chinese-inspired assortments, embrace social commerce, and move at mobile-first speed will stand out.

What it means for retail:

These trends demand more than great products – they require agility and relevance. Calm, individuality, tech-enabled wellness, and cultural influence are reshaping shopping expectations. Retailers that deliver personalisation, speed, and trust – while curating relevant assortments and leveraging social commerce – won’t just keep up; they’ll lead.