Euromonitor forecasts comfort, wellness & East Asian influence
Euromonitor has released its Global Consumer Trends for 2026, identifying four main shifts in consumer behaviour worldwide.
The annual report outlines how cost of living pressures, authenticity, and wellness expectations are shaping the global consumer landscape. It highlights the growing role of emotional wellbeing, individuality, scientific wellness, and the influence of East Asian brands in consumer decisions.
Comfort Zone
According to the report, consumers are looking for comfort and simplicity in light of ongoing global volatility. The data shows that 58% of consumers experience moderate to extreme stress on a daily basis. There is a strong preference for products which provide emotional reassurance, such as those containing natural and wholesome ingredients.
The report suggests that companies should develop products and services designed to offer comfort, boost confidence, simplify daily life, or promote balance. These offerings can help consumers to find a sense of serenity amid ongoing uncertainty.
Fiercely Unfiltered
Self-expression and authenticity are becoming more important to consumers, with half seeking products and services that reflect their unique identities. The survey found that 65% of consumers believe society accepts who they truly are, indicating a societal shift towards acceptance of individuality.
The report says that businesses should adopt hyper-segmentation strategies, allowing them to tailor products and marketing to specific customer profiles and buyer personas. This approach can help companies build brand loyalty and resonance among diverse consumer groups.
Rewired Wellness
There is rising demand for high-tech, medically validated wellness solutions, as consumers are increasingly willing to pay a premium for products featuring scientific formulations. Nearly half (49%) of those surveyed indicated they would pay at least 10% more for premium beauty items containing science-backed ingredients.
Brands are encouraged to use data-driven storytelling to communicate health benefits clearly and educate customers about product value. The report notes that making use of scientific data can support consumer decision-making in the wellness space.
Next Asian Wave
The influence of East Asian brands, especially those based in China, is expected to grow significantly by 2026. These brands are recognised for combining affordability with technological innovation and digital-first shopping experiences. China's projected export value is expected to reach USD $4 trillion in 2026, confirming its expanding role in global markets.
To remain competitive, businesses are advised to focus on mobile-first digital experiences and develop seamless shopping journeys that integrate both content and commerce.
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.
Additional findings referenced in the report include the launch of more than 8,000 new products online claiming natural ingredients between September 2024 and August 2025, with 50% of consumers seeking products and services tailored to their personal needs. The use of GLP-1s for weight loss increased to 9% among consumers attempting to lose weight in 2025, up from 6% the previous year. Furthermore, livestream shopping is influencing purchasing decisions, with 37% of users having discovered new brands, products, or services via this channel.
Euromonitor's analysis demonstrates that consumer behaviour is increasingly shaped by the need for comfort, authenticity, and scientifically supported wellness, against a backdrop of economic and social change. The anticipated impact of East Asian brands and the adoption of new digital channels are also expected to play a significant role in shaping future trends.
