2026年全球消费者展望报告

Welcome to your strategic guide to 2026 Caution is the new normal Theglobal outlook for 2025saw a shift from cautious to intentional consumption.For 2026,continued volatility has deeply ingrained a lingering caution into consumer psychology,which is impacting spending. Still, areas of opportunity and growth remain amid this emotional battleground. In thisanalytical assessment of the state of consumers, we’ll help equip you to win with cautiousyet hopeful consumers over the next 12 to 18 months—and beyond. As always, NIQ’sConsumer Outlookreport marries surveyandpurchase data to deliverthe most comprehensive outlook possible. We uncover the divide between whatconsumers say and what they do, along with disruptions impacting the retail industry. Caution may be the new normal, but ourConsumer Outlook: Guide to 2026givesmanufacturers and retailers the insights and takeaways they need to not just keep pacewith—but stay ahead of—whatever comes our way in the year ahead. Marta Cyhan-Bowles Chief Communications Officer &Head of Global Marketing COE, NIQ Key takeaways ⚫Consumers are numb to volatility—confidence is misleading.Shoppers have adapted to constant shocks, which makes them feelmore confident even though their financial realities haven’t changed.Inflation, everyday expenses, and borrowing costs still squeeze wallets,making volatility a semi-permanent condition leaders must plan around. ⚫Spending is intentional—every purchase has to earn its place.Shoppers reward retailers and brands that deliver trust, personalization,and convenience. ESG and sustainability are table stakes; today’sconsumers want tangible benefits that simplify their life and align withtheir values. ⚫The pricing playbook is over for now.Consumers are tapped out andwon’t accept more price hikes. Growth depends on volume—capturingtrips and baskets through sharper assortments, innovation, and privatelabel strategies that stretch limited discretionary dollars further. ⚫Retailers are the new media moguls. Retail media networks (RMNs)are reshaping commerce, blending shopping with advertising at shelf,on apps, and across digital touchpoints. For consumers, RMNs deliverreal benefits: personalization, convenience, and loyalty rewards, whileforcing retailers and manufacturers to rethink how they scale ⚫Private label remains a loyalty lever.Store brands are no longer the“cheap option.” They’re often where shoppers see the best value withoutcompromise, giving retailers margin while pressuring national brands toprove they still belong in consumers’ baskets. ⚫Commodity volatility is fueling consumer-first innovation.Ingredientprice swings—from cocoa to eggs to coffee beans—are forcingreformulation, but they’re also opening doors. Manufacturers that pivotfast with alternatives (e.g., vegan egg replacers that don’t sacrifice ontaste or quality) can deliver affordability, functionality, and trust all at once. ⚫Seamless commerce is the next frontier.Social commerce, quickcommerce, and RMNs are converging into one ecosystem. Consumersexpect frictionless, personalized, and instant shopping pathways—raisingthe bar for retailers and manufacturers to deliver everywhere, all at once. Table ofContents State of consumersand economic uncertainty05 1 2 27 Brand trust 3 33 4 39 Trends to watch 5 Your guide to 2026 46 State of consumers andeconomic uncertainty Spending caution is now baked into household economics Inflation-driven austerity is fading, but consumers are wary of another “rebalancing.” Across income brackets andgeographies, economic and political volatility are driving caution among consumers. With trust in long-term stability low, consumers are adapting to volatility as the new normal. They are lookingto brands for emotional reassurance as much as they are for affordability. While consumers are largely in the same financial position they were last year, they’refeeling much betterabouttheir positions. 1Global consumer sentiment remains relativelyunchanged year over year Consumers who said in 2025 that they were “better off” than a year ago remainedconsistent with 2024’s mid-year survey results. There was a nominal uptick (0.6%) ofglobal consumers reporting they were “worse off.” 32.8% say theirfinancialposition hasworsened inthe past year— up 0.6%from July 2024 Even in the US—a market that has shown lagging optimism—the number ofrespondents who said they were “much worse off than a year ago” dropped by overhalf, to just8.5%between July 2024 and today. This shift in positivity in the US hasresulted in a4%increase in average spending on fast-moving consumer goods(FMCG) products. However, the average number of items purchased per trip remainslargely flat. US shoppingoccasions perhousehold+1% (roughly294tripsper householdper year) US dollars spentper trip+4% ($36perhouseholdper trip) Consumer financial position State of consumers andCompared with a year ago, is your household better or worse off financially? econom