Cheap Economy

How four trends are reshaping consumer behavior | McKinsey

www.mckinsey.com

Companies need to understand each trend individually—and how they interact with one another—to shape an increasingly complex space. Drawing on our ongoing consumer sentiment research and survey data1The 2026 McKinsey State of the Consumer Survey garnered responses from 4,863 consumers from March 31 to April 8, 2026, in five countries: Brazil, France, Germany, the United Kingdom, and the United States. across five markets, as well as insights from our global client work, we outline the strength and nature of these trends, examine how these trends are accelerating, and explore what they mean for consumer-facing business models. In a March 2026 McKinsey survey, 35 percent of consumers in Brazil interested in GLP-1 medications say they are not currently using them because of price concerns, while 44 percent say they would be more likely to use them if prices declined following patent expirations (we estimate the size of the GLP-1 market in Brazil to be about $3 billion, including about three million consumers, conservatively). In Brazil, GLP-1 medication uptake could accelerate as strong demand and patent expirations, which occurred in March 2026, bring lower-cost options to market. Following the global Labubu craze in 2025, which drove a surge in demand for its blind-box collectibles, the company doubled down on its Beijing theme park (which opened in 2023), adding a dedicated “Labubu Forest” zone in May 2026 to capitalize on fan momentum.

US Consumer Confidence

www.conference-board.org

Future spending plans on services were mixed. Consumer spending trends in 2026 remained focused on “cheap thrills” and necessary services, but there was some increase in demand for discretionary services like personal travel, fitness, amusement parks, and gambling. These findings are supplemented by a set of special questions ran in May 2026: Two-thirds of consumers cited cutting back on spending overall due to rising prices, as of May · Most who are cutting back bought fewer items and delayed expensive purchases · Many who said they are delaying purchases of items they want rather than need, plan to buy them in the next six months · Consumers planned to economize on clothing and footwear, hobby items, and games/toys By income, confidence among higher income groups trended upward on a six-month moving average basis. By generation, confidence improved for the Silent Generation (the oldest group) but was little changed or lower among other generations. By political affiliation, Republicans remained the most optimistic, while Independents were the only group that saw confidence tick up on a month-over-month basis. Consumers’ write-in responses on factors affecting the economy continued to skew towards pessimism in May. Your centralized, one-stop portal for accessing and exporting The Conference Board global suite of monthly and quarterly economic data. Get up to speed on critical trends-anytime, anywhere-with customizable real-time datasets.

Consumer Behavior Trends That Will Matter in 2026

www.netguru.com

These trends point toward a future where consumers will have more free time but potentially different spending priorities than today. From AI-powered personalization to subscription models that turn purchases into relationships, the most significant shifts will reshape how businesses connect with customers through 2026. Understanding these consumer behavior shifts will be crucial for businesses preparing for the 2026 marketplace, where digital-native, values-driven shoppers reshape traditional retail models. These gaps suggest that economic pressures are creating increasingly divergent consumer experiences. Buy Now, Pay Later services have captured significant market share, financing 6% of e-commerce in 2024 compared to just 2% in 2020. The growth trajectory is remarkable—global BNPL transactions surged nearly 400% between 2019 and 2021 and are projected to expand by USD 450 billion by 2026. The 2026 consumer lives within a web of contradictions that would baffle traditional marketers. They crave personalized experiences while guarding their data fiercely. They demand instant digital gratification yet hunger for authentic human connections. What drives these paradoxes, and how can brands navigate them successfully? Understanding these tensions becomes essential as consumer behavior grows more complex. This expansion into everyday necessities suggests both broader market acceptance and potential increased financial pressure on consumers who are using credit solutions for routine purchases. Consumer behavior shifts through 2026 reveal a landscape where contradictions define the new normal.

State of the US Consumer: May–June 2026

www.deloitte.com

Access more insights for the automotive, consumer products, food, retail, wholesale and distribution, airlines and hospitality, and transportation sectors. ... South Africa’s recovery is being tested as labor market strain, weak business confidence, and political tensions add pressure amid the global oil price shock. ... AI investments can drive near-term economic momentum, but non-AI businesses and households are poised to face significant pressures from geopolitical conflicts and uncertainty Steve Rogers is the managing director of Deloitte’s Consumer Industry Center. He leads a team that conducts research to uncover new ways of thinking, working, and leading within the consumer industry through data- and evidence-driven analysis. Visit the interactive dashboard to explore fresh data and articles from our monthly survey on global consumer spending

The Top 10 Consumer Trends To Watch in 2026 | Salsify

www.salsify.com

What they like, what they want, and what they’re willing to purchase change in response to social, economic, and demographic factors. On a small scale, these changes are simply individual preferences. At large, they represent consumer trends: purchasing patterns that can directly impact brand success. While some trends are short-lived, others have more staying power. Here are 10 consumer trends to watch in 2026, what they mean for your brand, and how you can make them work for you. eMarketer predicts that global ecommerce sales will account for 21.1% of total retail sales in 2026. Consequently, the impact of global trade policies and economic instability has led to a decrease in spending, with only 9% spending online daily and 21% shopping weekly, according to Salsify consumer research. Shoppers are becoming more selective: 39% are comparing prices more carefully before purchasing. There’s one silver lining, however — the secondhand fashion and luxury market is on the rise. wildly popular viral marketing campaign. Customers love it, and engagement with the platform has increased. Expect the value of viral trends to expand in 2026 as brands look to capture consumers’ constantly shifting attention. The trick to viral value? Know your audience and speak to what they want. Prioritize authenticity and action to show support as a brand. Simply saying you’re an ally isn’t enough — consumers want to see inclusion reflected in marketing, sales, and social practices. While 2026 will see an uptick in AI, brands also need to keep it real — literally.

Consumer Trends 2026: Analysis and Strategic Advice

www.intotheminds.com

Our research firm has compiled the latest available statistics to project the 2026 consumption trends. The emerging picture reveals a continent where shopping habits are evolving under the influence of complex economic, technological, and societal factors, particularly related to uncertainties surrounding various global conflicts. This in-depth analysis examines the behavioral shifts of European consumers and provides strategic recommendations for marketing professionals. Consumer Trends 2026: Analysis and Strategic AdviceAnalysis of 2026 consumer trends in Europe. Decipher consumer caution and discover our strategic advice for brands. Consumption trends in 2026 come with a profound transformation of distribution channels. Shopping behaviors fragment, favoring formats that combine accessibility and operational efficiency. In France, this evolution translates into a remarkable rise in e-commerce, up +2.8% in 2025 to represent 13.3% of FMCG spending. This positions France as the second most digitalized market in Europe. Differentiated approaches by market and format are essential. Innovation must now prove profitability faster. Companies need accelerated validation processes and stricter performance criteria. The year 2026 promises consolidation of new European consumption trends. Companies able to adapt to this behavioral shift and develop an integrated strategic approach will gain a sustainable competitive advantage.