Global consumers feel they’re living through ongoing uncertainty, influencing daily choices and long-term plans. People want control over their emotional and physical well-being, yet rising barriers to healthy living, along with financial stress and global conflict, leave many feeling less in control. As a result, consumers are turning to small pleasures, meaningful relationships, and products that offer comfort, value, or escape. Meanwhile, growing distrust in information sources and concerns that society is ‘changing too fast’ are reshaping expectations across food, drink, and wellness. Our 2026 outlook highlights ten major global consumer trends, with the first five and their sub-trends outlined here.