The research outlines four key trends shaping behaviour next year, including a strong move towards simplicity and stress-reduction. Rising daily stress levels and economic uncertainty mean people want calm, comfort and practical wellbeing choices at home. Many are choosing fewer, better products, and turning to natural ingredients and nostalgic brand experiences for reassurance.
A second trend shows consumers embracing bold identity and honest communication. Nearly half want products tailored to personal taste and expect brands to show authenticity while supporting individual expression.
Advanced health solutions are also becoming mainstream. High-tech wellbeing tools, at-home diagnostics and medical-grade beauty products are gaining popularity as shoppers seek fast, science-backed results.
The final trend highlights the rapid global rise of East Asian brands, especially from China. These companies are reshaping expectations on price, design and digital retail, pushing brands worldwide to adopt faster innovation and mobile-first shopping experiences.
Euromonitor says businesses that offer trust, transparency and personalised solutions will be best placed to capture consumer loyalty in 2026.
