Comfort Zone
Faced with an environment perceived as anxiety-inducing, consumers are seeking to regain control and simplify their daily lives. According to Euromonitor, 58% say they experience moderate to extreme stress every day, while two-thirds are actively seeking to simplify their lives.
This search for balance is reflected in a preference for “sensory” products with soothing textures and natural scents, as well as simpler routines focused on well-being.
“Consumers are refocusing on what they can control: their homes, their health, their emotions,” notes Euromonitor.
Brands are being asked to offer products and services that reassure and simplify, while promoting a seamless experience: flexible subscriptions, intuitive interfaces, and useful connected devices.

Fiercely Unfiltered
According to Euromonitor, 2026 marks “an era of unapologetic self-expression.” Consumers are rejecting beauty standards in favor of a more direct, individual expression.
Nearly half of respondents say they like to stand out from the crowd, and one in two expect brands to offer them truly personalized products or experiences.
This quest for sincerity goes hand in hand with a demand for transparency. More than 50% of consumers say they only buy brands they trust completely.

Rewired Wellness
Wellness is entering a more technological phase. …