Nielsen – Consumer Outlook, 2026

The main theme of the report concerns the changing consumer behavior amidst ongoing volatility and caution.

Key findings include: consumers have adapted to constant shocks, creating an illusion of confidence despite unchanged financial realities. Purchases are becoming more deliberate, and every purchase must be justified. Price increases are no longer a strategy, and growth depends on sales volume. Retailers are becoming new media moguls, offering personalization and convenience. Private labels remain an important factor of loyalty. Volatility in raw material prices drives consumer-focused innovation.