New Euromonitor study identifies four trends changing consumer behavior
Thursday, January 29, 12:30 p.m. ET
Jorge Zuniga presents Euromonitor International's top consumer trends for 2026. They reveal how evolving values are transforming behavior and fueling global disruption.
Comfort Zone. Personal safeguards are the new escapism. Consumers are carving out calmer, values-aligned lives to cope with chaos. Businesses need to enhance wellbeing with tools that provide control and reassurance.
Fiercely Unfiltered. Raw and real define an emerging energy that consumers are channeling. These nonconformists embrace self-expression and radical honesty. Brands should move beyond one-size-fits-all towards authenticity to demonstrate understanding of diverse identities.
Rewired Wellness. Consumers want clinical-level, high-tech solutions as wellness tools. Traditional routines are traded in for advanced therapies. From seller to partner, brands will be copilots in personal health journeys.
Next Asian Wave. East Asian influence continues to gain ground. These players blend affordability and innovation with intuitive, digital-first experiences. Companies need to monitor trends and adopt tech-enabled models that deliver fast solutions.
Jorge Zuniga
Senior Consultant, Sustainability
Euromonitor International
Jorge Zuniga is a global thought leader in sustainability at Euromonitor, where he provides strategic insights on consumers’ behavior, markets dynamics and corporate strategies.
With the benefit of many years of experience researching FMCG industries and being an accomplished speaker, Jorge leverages Euromonitor's sustainability data and analytics tools to support clients in successfully navigating sustainability challenges and opportunities.