The trend forecasting agency VML has published the tenth edition of its report, The Future Shopper. The study is based on a survey carried out between 22 May and 9 June 2026 amongst 28,000 consumers in 17 countries, including France. The first finding is that, under economic pressure, shoppers are keeping a close eye on their spending… without, however, giving up their little treats.
The economy is affecting consumer behavior. 59% of respondents say they are more worried than ever about their finances. 60% have already cut back on non-essential spending.
Price has become the first consideration
Price trumps everything else. 72% of consumers say they’re watching their spending much more closely than before. They compare retailers to find the best deal. Both in-store and online, price tops the list of selection criteria, at 92% and 93%, respectively.
Beauty is weathering the crisis
Certain categories are holding their own as budgets tighten. Cosmetics are among them. 33% of consumers would continue to treat themselves to them, even if it meant cutting back on other areas. The category ranks ahead of car maintenance and savings. VML sees this as an illustration of the “lipstick effect”, the theory that people hold on to their little pleasures when money is tight.
The end of the digital rush
The growth of online retail has come to a halt. Online shopping accounts for 51% of global spending, down from 53% last year. The peak in 2021 was 61%. The market is stabilising around a balance between digital and physical retail. The shop remains the place to …
