2026年全球消费趋势2026

Thedata

behindthisreport

Everyorganisationneedsevidencetomakestrategicdecisionswith

confidence.That'swhyweused

Passport,ouraward-winningmarketresearchknowledgehub,toidentifythetopconsumertrendsin2026.

Ourdataanalyticsandexpertinsightsansweryourbiggestquestions.

Yourgo-tosourceforconsumertrendsandinsights

Whatwillconsumersexpectfrombrandsin2026?Howcanyoumeettheirdemands?

Thisreporthastheanswers.Discovertacticstofuelgrowthandsparkyourinnovationroadmapwithdata-driveninsightsfromEuromonitorInternational—thefirstdestinationfororganisationsseekinggrowth.

Eachyear,ourglobalresearchexpertsuseourcomprehensivemarketintelligencetoidentifythetopconsumertrends.Ourgoal:tohelpyouunlockworldsofopportunity.

Getreadytoreadaboutfourbehaviouralshiftsfor2026andtolearnhowyoucanrespondtoevolvingexpectations.

Let’sscroll.

3

4

2026consumertrends

ComfortZone 05

FiercelyUnfiltered 15

RewiredWellness 25

NextAsianWave 35

AboutEuromonitorInternational........................46

ComfortZone

Personalsafeguardsarethenewescapismintoday’svolatileworld.

Consumersarecarvingoutcalmer,

balancedandvalues-alignedlivestocopewithseeminglyperpetualchaos.

Businessesneedtoenhancewellbeingandsimplicitywithtoolsthatprovide

comfort,controlandreassurance.

5

6

Protectionmode

everythingcreateunrealisticexpectations,andrapidtechchangesseemimpossibletokeepupwith,addingtothisoverwhelmedstate.

Peoplearereevaluatinghowtheyspendtheirtime,moneyandenergy.Andtwothirdsofconsumerslookforwaystosimplifytheirlives.³Consumerswillfocusonwhattheycancontroltoremaingrounded,reclaimbalanceand

buildafoundationforlong-termresilience.Theirnewstandardislessbutbetter,astheyembracesimplicity,emotionalclarityandpracticalroutines.

Therelentlesspaceofmodernlifecanfeellikeanon-stoprollercoaster.Andconsumerswantoff.Theyrelookingforcomfort,calmandmentalrefugetoprotecttheirpeaceinacontentiousworld.

Anxietyanduncertaintyareeverydayrealities.Nearlyoneinthree

consumerswhostrugglewithstressandanxietysaidtheseissueshaveasevereimpactontheirdailylives.¹Persistentsocialandeconomicshockscontinuetoamplifythisinnerturmoil.Societalpressurestooptimise

58%

ofconsumersexperiencemoderatetoextremestressonadailybasis²

2in5

consumersfeelunder

constantpressuretogetthingsdone³

Thestressgap:Highlevels,lowrelief

%ofconsumerswhoratedtheirtypicalstresslevelsonanaveragedayandtheirfrequencyofstress-reductionactivities

Participateinstress-reductionactivitiesatleastweekly

80%70%60%50%40%30%20%10%

0%

MiddleEastandAfricaNorthAmericaEuropeLatinAmericaAsiaPacific

Source:EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2025(n=21,207)

Note:stresslevelsshowncombineresponsesratedasextreme,highormoderate;atleastweeklycombinesthefollowingtworesponsesonetotwotimesaweekanddailyoralmosteveryday.

Moderatetoextremestresslevels

1EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2025(n=5,864);showntorespondentswhoreportedstrugglingfromtheseconditions.

2EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2025(n=21,207)

3EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=40,337)

Takesustainability,forexample.Peopleacceptthelimitsoftheirpersonalimpactonthe

environment.Thepercentageofconsumerswhofeelliketheycanmakeadifferencetotheworldthroughtheirchoicesandactionsfellto51%in2025,comparedwith56%in2024.⁴

Now,they’readaptingandmakingpragmaticpurchaseslikeairconditionerstodealwithclimatechange.Possessionoftheseapplianceshasseendouble-digitgrowthacrossEurope,Latin

AmericaandtheMiddleEastandAfricaoverthelastfewyears.⁵Andsalesofairconditionersareexpectedtosurpass189millionunitsgloballyin2026.⁶

Possessionofairconditionersbyregion

%ofhouseholds(2026)%growth(2020–2026)

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

LatinAmericaMiddleEastandAfrica

Source:EuromonitorInternational,PassportHouseholds

Note:datafrom2025onwardsareforecasts.

NorthAmericaAustralasiaAsiaPacific

WesternEurope

EasternEurope

4EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2024(n=35,369)and2025(n=40,337)5EuromonitorInternational,PassportHouseholds

6EuromonitorInternational,PassportConsumerAppliances

7

7EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2025(n=40,337)

51%

ofconsumersfeeltheycanmakeadifferencetotheworldthroughtheirchoicesandactions,downfrom56%in2024⁴

44%

ofconsumersbelieveclimate

changewillimpacttheirlivesmoreinthenextfiveyears⁷

Holisticwellbeingbecomesanattainablepriorityfocusedonrealisticandintentionalconsumptionchoices.

Demandfornatural,wholesomeingredientsandinterestinspiritualtherapies

areontherise,signallinganintegratedapproachtohealthandhappiness.Atthesametime,theseshopperstendtosearchforproductsorservicesthatpromote

relaxation.In2025,adultpacifierswentviralasamethodtorelievestress,improvesleeporevenquitsmoking—exemplifyingthisComfortZonetrend.

Homesturnintohavenswhereconsumerscanslowdownandreset.Peopletreat

theirlivingspacesasrestorativesanctuariesthatprovidepersonalisedsensory

comfortandemotionalrespite.Smarthomedevicesalsoplayaroletohelpmanagedailyroutines.

Comfortiscritical.Consumersareenteringprotectionmodewithpersonal

boundariesasacopingmechanisminresponsetoongoingvolatilityandhecticschedules.They’llredefineprioritiestoachieveharmoniousandmanageablelifestyles.Purchasedecisionswillreflectthisneedforease.

USD377.2billion

globalsalesofFMCGproductswithanaturalclaimin2024⁸

8EuromonitorInternational,PassportSustainability

8

2million

tonnesofbotanicalsusedasaningredientacrossCPGcategoriesgloballyin2025¹⁰

8,000+

newproductslaunchedonlinewithanaturalclaimfromSeptember2024toAugust2025¹¹

Sellingstability

Brandscanhelpconsumerscreateasenseofstabilitytosupportwellbeing.

Productsthatintentionallyengagethesenses,suchassofttextures,soothingscentsorsatisfyingtasteselicitpositiveemotions.Botanicalslikechamomile

orlemongrassareoftenusedforthiseffect.Scentedcandles,too—globalsalesareexpectedtosurpass

USD3billionin2026.⁹Homeorpersonalcarebrands

couldlaunchgentlerformulationswithcalmingfragrances,forexample.

Naturalingredientsalsotapintothismindsetshiftwherebetter-for-you,less-processedoptionsareindemand

oversyntheticalternatives.Morethan8,000new

productswithanaturalclaimwerelaunchedonlinefromSeptember2024toAugust2025.¹¹Andtheseproductsmakesustainabilitymoreattainable.

Globalsalesofnaturalproducts

2024retailsalesbyindustryinUSDbillion

$0$10$20$30$40$50$60$70$80$90

Petcare

Beautyandpersonalcare

DairyproductsandalternativesSoftdrinks

Staplefoods

CookingingredientsandmealsSnacks

Consumerhealth

TissueandhygieneHotdrinks

Homecare

Source:EuromonitorInternational,PassportSustainability

9EuromonitorInternational,PassportHomeCare10EuromonitorInternational,PassportIngredients

9

11EuromonitorInternational,PassportInnovation

Spotemergingtrendsinclaims,ingredientsandpositioning

Functionalbenefitsandpositioningshouldtargetrelaxationormoodenhancement.Mentalwellbeing

attributescontinuetoemergefornewproductdevelopment,appearingin10%ofonlinelaunchesthat

featuredahealthclaimfromSeptember2024toAugust2025.¹¹FMCGcompaniesarealreadyuncoveringopportunitiesinthisspace.Brandsneedtodeliversolutionsthatpairefficacywiththismindfulbehaviourtowinloyalty.

Previewourtracker

Mentalwellbeingclaims:NewproductlaunchesacrossFMCG

%shareofonlineproductlauncheswithreferencedmentalwellbeingclaimsperindustryin2024

BeautyandpersonalcareConsumerhealthHotdrinksPackagedfoodPetcareSoftdrinks

Stressrelief

Relaxing

Moodenhancing

Antioxidant

Aidssleep

0%10%20%30%40%50%60%70%80%90%100%

Source:EuromonitorInternational,PassportInnovation

Nostalgiaisanothermarketingtacticthatcanhelpbrandsformmeaningfulconnectionswithconsumers.

Moderntwistsonclassicflavours,iconiccharactersorretrodesignscanevokefamiliarity,joyandfond

memories.Twoofthehighest-grossingmoviestodate,BarbieandSuperMarioBros,areprimeexamplesofthisinaction.

11EuromonitorInternational,PassportInnovation

10

Solutionsorservicesshouldhelpshoppersadapttochangingcircumstances.Flexible,low-commitmentbusinessmodelslikesubscriptionswithpause

options,forexample,giveusersthefreedomtoadjustpreferencesasneeded.Similarly,real-timesupporttoolsaddalayerofreassurancebecausethese

providetimelycustomerassistanceontheirterms.

Globalsalesofsmartappliances2025unitsalesinmillions

ConventionalproductsSmartproducts

Fridgefreezers

AutomaticwashingmachinesMicrowaves

DishwashersAirpurifiers

RoboticvacuumcleanersOvens

AutomaticwasherdryersHeatpumps

020406080100120140

Source:EuromonitorInternational,PassportConsumerAppliances

12EuromonitorInternational,VoiceoftheConsumer:DigitalShopperSurvey,fieldedApril2025(n=13,722);showntorespondentswhousedavoiceassistantinthepastsixmonthsbasedonfieldingdates.

11

AIortechintegrationsaddvaluewhendesignedwiththeuserinmind.

Thatmeansintuitiveinterfaces,stress-freeexperiencesandusefulapplicationslikesmartappliancesthatstreamlinehouseholdtasks.

Brandscanbeanchorsincontentioustimes.Youroffersshouldcatertoholisticwellbeingandsimplicity,soyoubecomeatrustedpartnerthatempowers

peopletoweathertheunknown.

1in3

consumerswhouseavoiceassistantdosotomaketheirdailyroutineseasier¹²

ComfortZone:Trendapplications

McDonald’s

McDonald’sbroughtbackthenostalgiaofMcDonaldlandanditsiconicbrandcharacterswithaspecialtymealatselectlocations.Thecampaignalsoincludeslimited-edition

merchandise,collectiblesouvenirsandadigitalexperience.

Source:McDonald’s

IHGHotels&Resorts

IHGHotels&ResortslaunchedaNOMO(NightOnMyOwn)packageatselectUKandIrelandlocationsin2024.Guestsreceivedareducedroomrate,extralatecheckout,diningdiscountsandwellnessperks.Theoffergavevisitorssolotimetounwindandrechargewithoutdistractions.

Source:IHGHotels&Resorts

12

ComfortZone:Trendapplications

LG

LGintroducedanewcoolingsystemthatusesAItodeliverpersonalisedclimatecontrolandenergyefficiency.ARTCOOLAIAirfeaturesadaptableairflowsettingsandadjustsbasedonusagepatternsforoptimaltemperatureregulation.

Source:LG

TacoBell

TacoBelllaunchedtheirlimited-editionDecadesY2KMenuacrossUSrestaurantstorebootfan-favouriteitemsfromthe2000sandcelebratethenostalgiaofthisera.

Source:TacoBell

13

ComfortZone

Tacticsfor2026

1

2

3

Developproductsandservicesthat

offercomfort,boostconfidence,

simplifylifeorpromotebalancetohelpconsumersfindserenityinuncertainty.

Focusoneaseofuseinproduct

designsandcustomerexperiencestoremoveunnecessarycomplexities.

Offerpracticalsolutionstoenhance

wellbeingandprovideagreatersenseofcontrol.UseAIortechintegrationsinsuchapplicationsbutwithaclear

purpose.

14

Fiercely

Unfiltered

Rawandrealdefineanemerging

unapologeticenergythatconsumers

arechannelling.Thesenonconformists

embraceboldself-expressionandradicalhonesty.Theynolongerfitthetypical

mouldbutshapetheirowninstead.

Brandsshouldmovebeyondone-size-

fits-allapproachesandshiftstrategies

towardsauthenticitytodemonstrate

genuineunderstandingofdiverse

identities,whilestayingtruetotheirownethos.

15

Authenticawakening

2026marksadecisiveevolutionofconsumerbehaviour.Aheightenederaofself-expression,radicalhonestyandindividualityisreshapingthelandscape.Nearly

halfofconsumersliketobedistinctfromothers,andtwointhreearecomfortableexpressingtheiridentitywithfriendsandfamily.3

65%

ofconsumerssaidtheiridentityisacceptedbysociety3*

Overlycuratedperfectionandthestatusquoarenolongercompelling.Only15%

ofconsumersassociatesocialacceptancewiththeirdefinitionofbeauty.13Instead,unapologeticassertionandgenuineconnectionarevalued,evenwhenthatcomeswithprovocationorpolarisation.Authenticityhasmovedbeyondadesirablebrandtraittoasocialcurrencyamarkeroftrustinanuncertainworld.Morethan50%ofconsumersonlybuyfrombrandsorcompaniestheycompletelytrust.3

Consumersaremoredividedthaneverasglobaltensionsshapetheirvaluesand

preferences.GenerationZandyoungermillennialsareattheforefrontofthisFiercelyUnfilteredtrend.Butoldergenerationsarealsoembracingthisnewfoundfreedom,

challengingtraditionalage-relatedassumptions.Forexample,63%ofbabyboomersusetechnologytoimprovedailylife.14

Anotherexample:womeningamingwhocontinuetobreaklong-heldstereotypes

abouttypicalgamers.Nearly40%offemaleconsumersplayvideogamesweekly,15

closinginonmaleparticipation.Thisshiftisshapinggamingculture,drivinginclusivityandinnovationacrosstheindustry.

Arisingme-first,true-to-memindsetshapesconsumptionwherechoicesfeel

emotionallychargedandpersonallymeaningful.Purchasesarentjustaboututilitybutreflecttheirauthenticselvesandaspirations.

3EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=40,337);

*statementshowntorespondents:myidentityisacceptedbysociety(e.g.,gender,age,race/ethnicity/religion,income).13EuromonitorInternational,VoiceoftheConsumer:BeautySurvey,fieldedJunetoJuly2025(n=20,206)

14EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=7,005)

15EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=19,872)

16

Short-termfulfilmentisnowprioritised,especiallyaslong-termmilestoneslikehomeownershiporretirementfeellessattainable.Andthesesimpleindulgencesrepresentadeeperconsumerneed:tolivetruthfullyandontheirowntermsinthepresentmoment,evenifthatsometimestipsintodoomspending.Thisisreflectedinrising

consumercreditwithoutstandingbalancesonshort-termpersonalloanscontinuingtoincreaseglobally.16

3in7

consumersliketoenjoylifeanddon’tworryaboutplanningforthefuture3

Outstandingbalanceofshort-termpersonalloansorlinesofcreditOutstandingbalance(USDtrillion)%ofconsumercredit

25%

20%

15%

$2

10%

$1

5%

0%

2023202420252026

Source:EuromonitorInternational,PassportPaymentsandLending

Note:datafor2025and2026areforecasts;datashowniscategorisedasotherpersonallending,whichincludesshort-termpersonalloansorpersonallinesofcreditgenerallyintendedfordebtconsolidation,vacations,livingexpenses,

weddingsandmedicalbillsaswellasfintechbuynow,paylater(BNPL)services.

$0

$4

$3

Theseconsumersgravitatetowardslike-mindedcommunitiesthatcelebrateuniqueidentitiesand

interests.In2025,oneinfourconsumerswhousedalivestreamingplatformdidsoforthesenseofcommunity.17They’llplacegreatertrustinvoicesthatchallengemainstreamnarratives,acknowledgehardshipandvalidatetheirownexperiencesorworldviews.

3EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=40,337)16EuromonitorInternational,PassportPaymentsandLending

17EuromonitorInternational,VoiceoftheConsumer:DigitalShopperSurvey,fieldedApril2025(n=7,061);showntorespondentswhohaveusedorpurchasedaproductvialivestreaming.

17

18

Distinctbydesign

38%

58%

ofconsumersdefine

beautyasbeing

comfortableinyour

ownskin13

ofconsumers

seekcurated

experiences

tailoredtotheir

tastes3

47%

ofconsumersliketobedistinctfromothers3

30%

ofpoliticallyorsocially

involvedconsumers

buyfrombrandsthat

supportissuesaligned

withtheirvalues18

36%

ofconsumers

definebeautyasinnerconfidence13

wantproductsand

servicesthatare

uniquelytailoredto

them3

3EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=40,337)

13EuromonitorInternational,VoiceoftheConsumer:BeautySurvey,fieldedJunetoJuly2025(n=20,206)

18EuromonitorInternational,VoiceoftheConsumer:SustainabilitySurvey,fieldedJanuarytoFebruary2025(n=10,072)

53%

ofprofessionalssaidthegrowthofindividualismandpersonalisationtrendswillhighlyinfluencetheir

industryoverthenextfiveyears¹⁹

48%

ofprofessionalssaidtheir

companyrefocusedmarketingactivityinresponsetochangingconsumertrends²⁰

Trustthroughtransparency

Companiescannolongerrelyonone-size-fits-allstrategies.

Adoptalaser-focusedapproachtomicro-personalisation.Hyper-segmenttargetmarketstodelivertailoredproducts,servicesandcampaignsthatmeetuniquepreferences.Thatmeansrecalibratingofferstocatertoultra-specific

demands—fromcustomisabletraveltoadaptablefurnituretodistinctflavourprofiles.

Thefast-growing,affluent65+populationrepresentsapowerfulmarket.Brandsthattailorofferingstothiscohort,supportingtheirdesireforindependence,wellbeingandvalue,canunlockaclearcompetitiveadvantage.

Projectedglobalpopulationbyagein2026

0–1920–3435–4965+

Source:EuromonitorInternational,PassportPopulation

19EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedMarch2025(n=291)

20EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedSeptember2024(n=816)

19

20

Brandsthatprioritisenichecommunitiesoverbroadappealcreate

stronger,lastingloyalty.Stayingtruetocorevaluesiscrucial,aspeopledemandauthenticity—evenifthatrisksalienation.

Brandshaveanopportunitytoforgedeeperconnectionswiththese

boldconsumers.Youshouldcelebratetheirindividualitywithproducts,packagingandnarrativesthatreflectrealvalues,variousneedsand

personalstories.Considerbringingloyalshoppersorrepeatcustomersintoyourdevelopmentprocessbecause43%ofconsumerswantto

engagewithbrandstoinfluenceproductinnovation.³

Addressingthespecificpainpointsofyourdiversecustomerbasewillyieldmoreeffectiveresultsthandevelopingagenericsolutionfora

wideaudience.Thosethatsucceedinthisareawillmovefrommererelevancetotrueresonance.

Somecompaniesarefindingsuccessinnicheareas,suchasdecorativefashioncharmsthataddapersonalflair,orinmorepolarisingspaces—likecannabis-infusedformations—whereproductsmightnotappeal

toeveryonelikecannabis-infusedformulations.GlobalsalesoflegalrecreationalcannabisareexpectedtoreachnearlyUSD40billionin2026.²¹

Butevenamongdefiantspenders,affordabilityremainsaconcern.

Theseconsumersseekdiverseproductandpriceranges.Circular

options,suchastrade-inprogrammes,canofferconsumersviable

meanstostrikeabalancebetweentheirwantsandfinancialprudence.Inthenextfiveyears,42%ofprofessionalssaidtheircompanyplansoninvestingincircularbusinessmodelslikerentingorrepairing.²²

Partneringwithauthentic,relatablemicro-influencersbuildstrust.

61%

ofglobalcannabissalesareprojectedtocomefromlegalrecreational-useproductsin2026²¹

Globalcannabismarketevolution

USDbillion

MedicalcannabisAdult-usecannabisCBD

$70$60$50$40$30$20$10

$0

2023202420252026

Source:EuromonitorInternational,PassportCannabis

Note:datafor2025and2026areforecasts;theCBDcategoryincludesothernon-intoxicatingcannabinoids.

3EuromonitorInternational,VoiceoftheConsumer:LifestylesSurvey,fieldedJanuarytoFebruary2025(n=40,337)21EuromonitorInternational,PassportCannabis

22EuromonitorInternational,VoiceoftheIndustrySurvey,fieldedMarch2025(n=208)

FiercelyUnfiltered:Trendapplications

Nike

Nike’s‘WhyDoIt?’campaignreframesitsiconic‘JustDoIt’taglinetochallengethepressuresaroundperfectionandinspireyoungathletestotakethefirststepdespitefearordoubt.

Here’sanexampleoftrend

overlapwithComfortZone.

Source:Nike

RedBull

RedBullcontinuestoenergiseambitionwiththeEditionsrange,alineupofseasonal

energydrinksfeaturingbold,limited-timeflavours.Designedtostandout,thepackagingandmessagingappealtoconsumerswhowantdistinctivetastesandnoveltyintheir

beveragechoices.

Here’sanotherexampleoftrendoverlapwithComfortZone.

Source:RedBull

Dr.Scholl’sShoes

Dr.Scholl’sShoeslauncheda100thanniversarycollectionin2024,featuringa

collaborationwiththelatefashioniconIrisApfel.Inthisline,Apfel'seclectic,colourful

stylemeetsthemoderncomfortofDr.Scholl'sShoes,whichbuildsuponthesuccessofitsclassicsandal.

Source:Caleres

21

FiercelyUnfiltered:Trendapplications

Lush

GlobalbeautybrandLushlaunchednewlinesforDiwaliandDíaDeMuertos.ThecollectionsweredevelopedunderitsCo-Createprogramme,whichbringstogetheremployeesfromdiverseculturalbackgroundstosupportthedevelopmentofproductsthatauthenticallyreflecttheirowntraditionsandcelebrations.

Source:Lush

SportsResearch

WellnesscompanySportsResearch’s‘Legacy,HerWay’campaigncelebratestheunfiltered,intergenerationalstoriesofwomenandtheirhealthjourneys.Thecampaignempowers

womentodefinetheirownwellnesspaths,highlightingauthenticityoverperfectionandchampioningindividualitywithoutcompromise.

Source:SportsResearch

22

FiercelyUnfiltered

Tacticsfor2026

1

2

3

Translateauthenticityintoactionwith

transparent,genuinecommunicationand

engagement.Focusonhyper-segmentationfortargetedstrategiestoresonatewith

specificcustomerprofilesorbuyerpersonas.

Develophyper-personalisedsolutionsthatcatertoindividualpreferencesandneedslikeadaptable,customisableorawide

rangeofoptions.

Establishstrategicpartnershipsorbring

loyalcustomersintothedevelopment

processtoco-createunique,personalisedexperiencesandsolutions.

23

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24

RewiredWellness

Consumerswantclinical-level,high-

techsolutionsaseverydaywellness

tools.Traditionalroutinesaretradedinforadvancedtherapiesandprecisionproducts.

Advancedself-careoptionsshould

beeasilyaccessibleanddeliverquick

resultscombinedwithlong-termbenefits.Fromsellertopartner,brandswillact

ascopilotsinongoingpersonalhealthjourneys.

25

26

Sciencemeetsself-care

Consumersareswitchinguptheirapproachtowellness.They’reembracinghigh-tech,medicallyvalidated

interventionsaseverydaytoolstooptimiselongevity,appearanceanddailyperformance.

Amajorityofconsumersuseanappordevicetotrack

theirhealthlikesleep,nutritionorexercise,amongothermetrics,²and35%arelookingfornewpreventionor

treatmentmethodsbecausetheircurrentapproachisn’teffective.23

Advancedself-carewithinstantgratificationisonthe

risetosupporttheirhealthspan.Treatmentsthatwere

onceconsideredtabooorlimitedtoclinicalsettings

likeGLP-1drugsaremovingmainstream.Educationandadvocacyeffortsreshapeconsumerperceptionsoftheseremedies,whiletechadvancementsandpatentmaturityhelpincreaseaccessibility.Now,peopleexpecteverydayproductstomatchtheprecision,efficacyandspeedof

pharmaceuticalsorprofessionalcosmeticservices.

9%

ofconsumerswhoaretryingtoloseweighttakeGLP-1s,upfrom6%in202424

1in5

newlongevity-focusedsupplementSKUsthatlaunchedonlinebetweenJuly2024andAugust2025featuredcertification

supportmessaging²⁵

3in4

consumerstracktheir

healthwithadeviceorapp2

2EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2025(n=21,207)

23EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2025(n=12,861);showntorespondentscurrentlylookingfornewsolutionstotreatorpreventhealthissues.

24EuromonitorInternational,VoiceoftheConsumer:HealthandNutritionSurvey,fieldedFebruary2024(n=9,886)and2025(n=9,022);showntorespondentsindicatingthatthey’retryingtoloseweight.25EuromonitorInternational,Via(pricingandpromotiondatabase)

Digitalnativesleadthisshift,usingtechnologieslikeAI-poweredsolutions,wearablesandcustomisedtherapies.

They’removingbeyondtraditionalhealthcaregatekeeperstotakecontrolproactivelyoftheirwellbeing.Nearly40%

ofconsumersarecomfortableusingat-homediagnosticortestingkits.2

Olderadultstendtouseadeviceorapptomonitorcommonage-relatedconcerns;forexample,closetoonethirdof

babyboomerstracktheirbloodpressure.26

Youngergenerationstakeapreventativeapproach,

adoptingthesehabitsearlierontoshapelifestylechoices;34%ofg