Capgemini – What Matters to Today's Consumer, 2026

The main theme of the report is how artificial intelligence (AI) is transforming consumer value perception by 2026.

Key findings include: Consumers are becoming more selective in their spending, combining savings with intentional spending on specific categories. AI acts as a reliable assistant for consumers, helping them make more informed decisions. The concept of value has expanded to include not only price but also aspects such as fairness, quality, transparency, and trust. Consumers are willing to switch brands if the quality or package size changes without clear notification. Promotions and attractive offers still have significant influence on consumer choices.