The market research firm WGSN has just released its report, “Asia Shopper Priorities 2026.” It identifies the trends that will reshape the expectations of Asian consumers.
For 2026, the firm identifies several trends that will impact the Asia-Pacific region.
Shaping the middle
This trend highlights the rise of an increasingly diverse middle class, which moves up and down the market spectrum depending on the product category.
Living with intelligence
This trend reflects expectations that go beyond mere efficiency: consumers want contextual intelligence—error-free, yet human and reassuring.
Solo-fication
This refers to the rise of “solo-living” as an aspirational lifestyle. Individuals living alone seek products and experiences that make their daily lives easier and more fulfilling.
Aspiring towards Asia
This trend reflects the rise of Asian soft power. Taste and credibility are now shaped by intra-Asian circulation, inter-regional fluidity, and “made in Asia” expertise.
Living in Wonderland
Some consumers (the “kidults”) are seeking joy beyond reality. “These people chase fantasies by spending money on their idols, favorite characters, and fictional worlds that help them connect with the best version of themselves,” summarizes WGSN.
Returning to reality
This trend represents the opposite movement: consumers saturated by digital worlds who are returning to sensory, grounded, and human products and experiences.
