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, 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 cautious As always, NIQ’sConsumer Outlookreport marries surveyandpurchase data to deliverthe most comprehensive outlook possible. We uncover the divide between what 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-BowlesChief 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 feel more confident even though their financial realities haven’t changed.Inflation, everyday expenses, and borrowing costs still squeeze wallets, ⚫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’s ⚫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 private ⚫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 deliver ⚫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 to ⚫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 pivot ⚫Seamless commerce is the next frontier.Social commerce, quickcommerce, and RMNs are converging into one ecosystem. Consumersexpect frictionless, personalized, and instant shopping pathways—raising Table ofContents 1 State of consumersand economic uncertainty 05 2 27 3 4 39 5 Click on the contents to navigate 1State 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 consistent with 2024’s mid-year survey results. There was a nominal uptick (0.6%) ofglobal consumers reporting they were “worse off.” 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 US dollars spent+4% ($36per Consumer financial position State of consumers andeconomic uncertaintyCompared with a year ago, is your household better or worse off financially?Consumer financial position, sentiment year over year (% respondents) 73% of those who are“worse off” attributetheir financialsituation’s decline Of the consumers who report feeling “worse off,” most (73%) attribute their financialsituation’s decline to increased costs of living. Economic slowdown (39%) and jobinsecurity (30%) are the other major factors influencing this consumer sentiment.Consumers report feeling slight relief from all these pressures (vs. last year), but the While optimism in many North American and European Union (EU) markets hasrisen over the past year, these markets still have more “worse off” consumers whencompared with other large markets, such as India and China. Türkiye, Chile, and Uncertainty continuesto impact globalspending, but Inflation continues to be an issue for global consumers, who remain deeplyconcerned about rising food prices and a potential economic downturn. As reported last year, consumers are worried about the cost of utilities, their welfare,and job security. Though they continue to spend, lingering high prices, tariffs, andelevated interest rates mean consumers must continue to make hard choices. While man