What: AlixPartners’ 2026 Global Consumer Outlook reveals that ongoing economic uncertainty is driving consumers worldwide to become more cautious and value-focused in their spending.

Why it is important: The outlook underscores the need for retailers to balance digital and physical channels and invest in resilience, echoing key insights from recent market forecasts.

AlixPartners’ 2026 Global Consumer Outlook highlights a significant transformation in global consumer behavior, driven by persistent economic uncertainty. Consumers across major markets are exhibiting heightened caution, prioritizing value and essential purchases over discretionary spending. This shift is prompting retailers to rethink their strategies, with many adopting leaner inventory models and focusing on operational efficiency to navigate unpredictable demand. The report underscores the growing importance of omnichannel approaches, as both digital and physical retail experiences remain vital to capturing consumer loyalty. Regional differences are pronounced, with US consumers maintaining spending despite low sentiment, Europeans intensifying their search for discounts, and Chinese shoppers remaining cautious amid ongoing economic headwinds. As retailers look to 2026, the need for agility, scenario planning, and balanced investment in both online and offline channels is paramount. The evolving landscape demands that brands remain flexible and responsive to rapidly changing consumer expectations and economic realities.

IADS Notes: The AlixPartners 2026 Global Consumer Outlook’s findings on disrupted spending and heightened caution align closely with recent industry reports. In September 2025, Forbes highlighted how stalled job creation, inflation, and tariffs were weighing on retail forecasts, prompting leaner inventory strategies and operational restructuring. By December 2025, The Economist reported that, despite historically low consumer sentiment, US retail spending remained robust, with value-driven models and generational divides shaping purchasing patterns. In June 2025, BCG noted that European consumers were increasingly pessimistic, intensifying their search for discounts and shifting spending priorities, while physical stores continued to play a vital role. Meanwhile, Bloomberg’s June 2025 analysis of China’s retail sector revealed persistent challenges from a weak property market and shifting consumer sentiment, despite government stimulus efforts. Looking ahead, Euromonitor’s December 2025 outlook for 2026 emphasized the need for retailers to balance digital and physical channels, invest in risk management, and maintain operational agility to navigate ongoing uncertainty and sustain growth.

Alix Partners releases its 2026 global consumer outlook report