What: Four major consumer behavioural shifts for 2026 are set to reshape retail strategies and customer engagement.

Why it is important: The focus on wellbeing and mental health aligns with growing consumer expectations for supportive and trustworthy retail experiences.

The Euromonitor 2026 Consumer Trends report outlines four significant shifts in consumer behavior that are poised to redefine the retail landscape. As consumers increasingly seek comfort, control, and reassurance, retailers are urged to prioritise wellbeing and simplicity in their offerings. The report highlights a marked rise in consumer stress, with a growing demand for products and services that support mental health and stress reduction. This evolving landscape compels brands to respond to ongoing societal and economic volatility by delivering value-driven and balanced experiences, rather than relying solely on traditional discounting strategies. Additionally, the report underscores the importance of recognising regional differences in stress levels and consumer needs, suggesting that retailers must tailor their approaches to resonate with diverse markets. By aligning strategies with these emerging expectations, retailers can foster deeper trust and loyalty, ensuring relevance and resilience in a rapidly changing environment

IADS Notes: The Euromonitor report’s findings are reinforced by recent industry analyses. In December 2025, Alix Partners highlighted the need for agility and balancing digital with physical channels, while in January 2026, MBS emphasised resilience and regional adaptation in retail. November 2025 research from BCG in Canada revealed a consumer shift toward value and trust over discounts. Sifted’s July 2025 data underscored the business imperative of supporting mental health in retail workplaces, and McKinsey’s January 2025 insights from Asia-Pacific stressed the importance of tailoring strategies to regional consumer sentiment and omnichannel trends.

Top global consumer trends 2026