10 Key Facts Every CMO Should Consider
FOTOARTE: MERCA2.0
What are the consumer trends for 2026? The consumer is no longer the same as just two years ago. More demanding, more hybrid, more influenced by artificial intelligence (AI), and deeply affected by economic uncertainty, their habits are reshaping marketing, product innovation, and retail decisions. These are the 10 key trends from Statista’s “Consumer Trends 2026” report that every CMO and brand strategist should have on their radar.
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1. Tariffs and inflation in consumer behavior
The report reveals that trade tariffs and inflation are pushing global consumers toward more defensive purchasing decisions. In the United States, for example, consumers are buying ahead of price increases and cutting spending in categories such as restaurants and non-essential products.
The prevailing sentiment is one of cautious optimism: there is willingness to spend, but only if the product conveys trust, value, and immediate utility.
2. Shrinkflation
Shrinkflation—smaller packages at the same price—has become a major source of consumer dissatisfaction. 74% of surveyed consumers believe there should be regulation requiring brands to disclose these changes. Some countries have already legislated on the issue, including France, Hungary, and South Korea.
This phenomenon erodes brand trust and fuels the growth of private-label brands, which are perceived as more transparent.
3. Why does the “small treat” culture continue to drive spending?
Even in times of austerity, consumers look to reward themselves with small everyday indulgences: premium snacks, accessories, beauty products, and short experiences. This trend—known as “treatonomics”—represents an opportunity for brands that can connect emotionally and aspirationally through accessible formats.
Gen Z is especially prone to this behavior, particularly in categories such as accessories and beauty.
4. How is artificial intelligence changing e-commerce traffic?
Product discovery is no longer limited to traditional search engines or social media. Between January 2024 and June 2025, monthly traffic from AI platforms to e-commerce multiplied by 35, driven by engines such as ChatGPT, Perplexity, and embedded shopping assistants.
This means CMOs must focus not only on SEO, but also on AEO (Answer Engine Optimization) and structure their digital catalogs for automated agents.
5. What role will AI agents play in purchase decisions?
AI agents are evolving beyond chatbots. They no longer just respond—they search, compare, recommend, purchase, and even pay on behalf of users. This fundamentally reshapes the conversion funnel and forces brands to be present within the environments where these agents operate.
Amazon, Instacart, Sephora, and IKEA are already integrating this technology, which puts pressure on the rest of retail to respond.
6. Hyper-personalization: the new retail standard
More than 80% of retailers already implement AI solutions to deliver hyper-personalized experiences, from real-time recommendations to in-store operations and inventory management.
Value is no longer just in the product, but in who delivers the most seamless and tailored experience, across both digital and physical channels.
7. What challenges and opportunities does grocery face with AI?
Despite low margins, grocery is one of the sectors with the greatest potential for AI-driven transformation. Consumers show strong openness: 59% would try intelligent shopping suggestions in supermarkets, although barriers remain around privacy, security, and the lack of human interaction.
Brands can leverage this channel to offer meal plans, bundles, contextual promotions, and personalized recommendations.
8. How are dupes and counterfeits redefining brand value?
The phenomenon of dupes (products that imitate more expensive ones) is no longer marginal. It has become a form of cultural participation, especially among Gen Z, who associate dupes with access, creativity, and belonging.
The report shows that up to 36% of young consumers have purchased counterfeits, and 25% use AI to find them. This behavior is reshaping how brand equity, aspiration, and authenticity are built.
9. Nostalgia as a retail strategy
Brands such as Jellycat and Labubu are capitalizing on the boom of “nostalgia commerce”—a mix of collectible products, scarcity, experiential retail, and social culture.
Immersive pop-ups, unexpected collaborations, and emotionally meaningful objects are driving real growth in categories once considered niche.
10. What impact will GLP-1 usage have on consumption habits?
The growing use of medications such as GLP-1 for weight loss is changing how people buy and consume food. It is projected that within a decade, 1 in 5 Americans will use them.
This shift implies:
- Lower overall calorie consumption
- Increased demand for smaller portions, protein snacks, functional supplements, and foods with “GLP-1 friendly” claims
- Decline in ultra-processed categories and large portion sizes
What should brands do to stay relevant?
The 2026 consumer values honesty, convenience, and real value. They are also willing to delegate decisions to AI—but demand control. Nostalgia, wellness, hyper-personalization, and aspirational access are key emotional drivers of consumption.
For CMOs, this means a deep redefinition of product, channel, and experience. Those who understand these dynamics first will build a lasting competitive advantage.
