Voice of the consumer 2026

Consumer behaviour is evolving in ways that are already reshaping the retail, FMCG and health sectors.

• Consumers are placing greater emphasis on health and wellbeing, with 71% purchasing dietary supplements and demand continuing to grow for nutrition-led and functional products.
• While financial confidence and purchasing power are improving, price and value remain key factors influencing purchasing decisions.
• Demand is shifting towards healthier, less processed products, while concerns around pesticides and food quality continue to influence consumer choices.
• At the same time, AI and digital tools are becoming an increasingly important source of guidance for health and lifestyle decisions, shaping how consumers seek information and make choices.