6 Consumer Behavior Trends Shaping 2026

Consumer behavior continues to evolve at an accelerating pace. For brands and organizations that rely on market research to guide decisions, understanding these shifts is not optional. Here are six trends we are seeing across our client work and industry data that should inform your 2026 research agenda.

1. Value Is the New Luxury

Inflation may have eased, but the mindset it created has not. Consumers across income levels have become more deliberate about where they spend. Value does not mean cheap. It means justifiable. Brands that clearly articulate why their product is worth the price are winning, while those that rely on legacy brand equity alone are losing share.

Research implication: Pricing research and value proposition testing should be priority line items in your 2026 research budget.

2. Trust Is Earned Through Transparency

Consumers are increasingly skeptical of marketing claims. They want to see supply chains, read ingredient lists, and verify sustainability claims. Brands that proactively share information, even when it is imperfect, build more trust than those that polish their image to perfection.

Research implication: Brand perception studies should include trust and transparency metrics alongside traditional awareness and consideration measures.

3. Personalization Expectations Are Rising

Thanks to AI-powered recommendation engines, consumers now expect personalized experiences everywhere. Generic messaging feels lazy. Brands that use data to tailor experiences, from product recommendations to communication cadence, see higher engagement and loyalty.

Research implication: Segmentation and customer journey research should map personalization opportunities at every touchpoint.

4. Community Over Celebrity

Influencer marketing continues to mature, but the center of gravity has shifted from celebrity endorsements to authentic community voices. Micro-influencers, user-generated content, and brand communities drive more trust and conversion than polished celebrity campaigns.

Research implication: Online communities and social listening research can identify the authentic voices that resonate with your audience.

5. Health and Wellness Is a Lifestyle, Not a Category

The boundaries between health, wellness, beauty, food, fitness, and mental health have blurred into a single lifestyle orientation. Consumers make choices across categories through a wellness lens, from the ingredients in their skincare to the materials in their furniture.

Research implication: Cross-category research designs that explore the wellness mindset holistically will uncover opportunities that category-specific studies miss.

6. AI-Assisted Shopping Is Going Mainstream

Consumers are increasingly using AI tools to research purchases, compare products, and make decisions. From chatbot product recommendations to AI-generated review summaries, the purchase journey now includes AI at multiple touchpoints.

Research implication: Customer journey research must now account for AI touchpoints alongside traditional digital and physical channels.

Plan Your 2026 Research Agenda

These trends represent both challenges and opportunities. The brands that invest in understanding how their specific customers are responding to these shifts will be the ones that capture market share.

Contact our team to discuss how these trends apply to your business and how we can help you design a research program that keeps you ahead of the curve.