2026年全球消费者展望报告：消费变革：颠覆性支出

•Intro Subheading 1SUBHEADING 2HEADING 1HEADING 2NotesAlixPartners’ 2026Global Consumer OutlookDecember 2025 Introduction Heightened caution and a renewed focus on financialdiscipline characterize the global consumerenvironment as we enter 2026. Our latest data revealsa deepening frugality, with the anticipated global What our net intent score means Our net intent score, expressed as a percentage pointvalue (ppt) on pages 3-7 of this report, indicates theoverall balance between those consumers who say theyplan to spend more in 2026 and those who say they planto spend less, relative to 2025. A positive score meansmore people expect to increase spending; a negative 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. Discover more from this 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 China We hope you find this report informative.If you’d like to explore further consumeranalysis from our extensive dataset bycountry, sector, or consumer demographic, 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 navigate 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— Global spending intent 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 This heightened frugal sentiment reflects the broader economic uncertainty that is reshaping financialpriorities and mirrors the intended reduction in spending forecast by consumers two years ago for 2024, when In analyzing this year’s data by country and region, we see this sentiment play out across European countries,the U.S., and within most sectors globally. Consumers in China, too, have shifted their expectations from aprojected net increase in likelihood to spend more in 2025 (+10 ppts) to an 8 ppt net reduction in likely spendin 2026, with only consumers in the Middle East (Saudi Arabia and UAE) saying they intend to spend more Globally… -18 ppts Anticipated global net consumer intent for reduced spending in 2026 Regionally… Consumers inthe Middle East are most likely to say they willspend less in 2026(-22 and -20 ppts net) Demographic spending intent for 2026 We observe similar overall spending intent among older consumers, with those over 65 once again most likely to saythat they will spend less next year, though marginally improved on 2025 (-35 vs -36 net ppts). The 45-54 and 55-64age groups are also more pronounced this year, with net intent reductions deepening from -23 ppts to -32 ppts and 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 intent for 2025. This year, 71% of the latter group say they’ll spend the same or more in 2026 (a slightcontraction 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 are many From an income perspective, a reduction in spending intent globally has intensified across low-, medium-, and high-income groups. Notably, high earners now say they intend to spend less in 2026 (-5 ppts net) after a +11 ppt leaning This demographic data highlights that even the group traditionally associated with the highest levels of disposableincome is feeling the effects of constrained financial conditions, making brands’ articulation of value for money ever Category spending intent for 2026 Grocery spending set to riseagain—but in volume or only More than eight in 10 consumers saythey expect to spend the same ormore on groceries in 2026—the onlycategory forecast by our respondents The dynamics behind thisincremental spending increaseinclude broader consumerbehavior shifts to spending moretime at home and eating anddrinking more there, too. This playswell into greater anticipated As we explore in later sections, there ismuch nuance within this category asconsumers seek out the best prices,promotions, and shopping patterns tomatch their available budget. Therewill once again be trade-offs for Groceries is the only categorylikely to see a rise inglobal spendingintent in 2026, 37% Belt-tightening expected in non-food retail On the flip side to grocery, non-food reta