Global consumers are living through ongoing uncertainty, influencing daily choices and long-term plans.

People want control of their emotional and physical well-being, yet rising barriers to healthy living, along with financial stress and global conflict, leave many feeling less in control.

As a result, consumers are turning to small pleasures, meaningful relationships and products that offer comfort, value or escape.

Meanwhile, growing distrust of information sources and concerns that society is “changing too fast” are reshaping expectations throughout food, drink and wellness.

Our 2026 outlook highlights ten major global consumer trends, with the first five and their subtrends outlined here.