消费中断：艾睿铂2026年全球消费者展望

Subheading 1SUBHEADING 2HEADING 1AlixPartners’ 2026Global Consumer Outlook HEADING 2December 2025 Introduction Discover more from thisyear’s data: Heightened caution and a renewed focus on financialdiscipline characterizes the global consumerenvironment as we enter 2026. Our latest data revealsa deepening frugality, with the anticipated global netintent for reduced spending reaching -18 percentagepoints (ppts)—more than 60% greater than last year’sprojected contraction. We hope you find this report informative.If you’d like to explore further consumeranalysis from our extensive dataset bycountry, sector, or consumer demographic,our authors are available to discuss thefindings in more detail. This shift highlights the persistent economicuncertainty that is shaping consumer priorities,as inflationary pressures and muted wage growthcontinue to constrain disposable income acrossdemographics, albeit varied by individual country.Notably, the traditionally resilient group of high-income earners is signaling a potential pullback inoverall spending, reflecting the broad reach of today’sfinancial headwinds. Regional divergences are notable: while relativeoptimism persists in the Middle Eastern countries wesurveyed (Saudi Arabia and the United Arab Emirates),with consumers there most likely to say they willincrease spending next year, markets such as Chinaand Europe are bracing for sharper reductions.Essential categories like groceries remain relativelyinsulated and, within the areas of regional ordemographic optimism, discretionary sectors will stillface intensified competition for share of wallet. Against this backdrop, our 2026 Global ConsumerOutlook unpacks the evolving drivers behind thesetrends and explores how businesses can adapt,offering actionable insights to help leaders navigateuncertainty, recalibrate value propositions, and secureloyalty in an increasingly competitive marketplace. About this study Research for Spending, Disrupted: AlixPartners' 2026Global Consumer Outlook was conducted betweenSeptember and October 2025. Survey respondentscomprised 13,115 consumers from nine countries—China, France, Germany, Italy, Saudi Arabia, Switzerland,the United Arab Emirates, the U.K. and the U.S. Global spending intentions for 2026 In last year’s report, consumers globally intended tighter control on spending, and this persists whenreviewing forecast activity for 2026. The global anticipated net intention for reduced spending next year is-18 ppts, more than 60% greater than the projected reduction for 2025 (-11 ppts). This heightened frugal sentiment reflects the broader economic uncertainty that is reshaping financialpriorities and mirrors the reduction in spending forecast by consumers two years ago for 2024, whenmany regions were grappling with significant inflation and interest rate spikes that have yet to fully recede. In analyzing this year’s data by country and region, we see this narrative play out across Europeancountries, the U.S., and within most sectors globally. Consumers in China, too, have shifted theirexpectations from a projected net increase in spending in 2025 (+10 ppts) to an 8 ppt net reduction in2026, with only consumers in the Middle East (Saudi Arabia and UAE) saying they intend to spend morenext year, registering a 5 ppt net increase that is in line with their previous expectations for 2025. Globally… -18 ppts Anticipated global net consumer intent for reduced spending in 2026 Regionally… Consumers inthe Middle East Consumers acrossEurope and the U.S. Consumersin China are most likely to say they willspend less in 2026(-22 and -20 ppts net) are most likely to say they willspend more in 2026(+5 ppts net) display the biggest year-on-yearswing in net spending intentions(-18 ppts net) Demographic spending intentions for 2026 We observe similar overall spending intentions among older consumers, with those over 65 once again most likely tosay they will spend less next year, though marginally improved on 2025 (-35 vs -36 ppts). The 45-54 and 55-64 agegroups are also more pronounced this year, with net reduction intentions increasing from -23 ppts to -32 ppts andfrom -16 ppts to -20 ppts, respectively. In last year’s report, the youngest age groups—18-24 and 25-34—were the only ones to register a net increase inoverall spending intentions for 2025. This year, 71% of the latter group say they’ll spend the same or more in 2026 (aslight contraction of -3 ppts), while 18-24-year-olds expect their year-on-year outlay to remain in line with 2025. Here,75% say they will spend the same or more, demonstrating that—within a constrained landscape overall—there aremany opportunities to capture the attention of consumers who are still prepared to spend. From an income perspective, a reduction in spending intentions globally has intensified across low-, medium-, andhigh-income groups. Notably, high earners now say they will spend less in 2026 (-5 ppts net) after a +11 ppt leaningtowa