October 15, 2026 – Each year, Innova Market Insights analyzes the key trends shaping consumer behavior in the year ahead. Climate concerns, rising costs, geopolitical tensions, and rapid advances in AI continue to impact everyday life. Drawing on Innova’s latest consumer research and insights from its global trendspotting network, Innova’s Global Consumer Trends 2027 report examines the macro factors, as well as the major trends that will be impacting how consumers think, feel, and make choices.
What Does the Global Macro Context Look Like for Consumers Going into 2027?
Globally, consumers continue to face uncertainty and volatility, with political instability, economic uncertainty, corruption, and climate events topping the list of global issues that concern them the most. In fact, 46% say they feel very or somewhat negative about the world around them, underscoring the challenging macro context consumers are facing. Finances also remain a key personal pressure, but family, friendships, and health are what still truly matters to them.
Trend #1: Positivity Boost
Fatigued with negativity, consumers are looking for more reasons to be positive and different approaches for boosting mood and relieving stress. They are also looking for more agency and joy, with 70% saying that small moments of joy are important for well-being. Out of all generations, younger consumers are more interested in consuming functional food for mental health, and brands have the opportunity to deliver emotional lifts with small treats.
Trend #2: Personal Resilience
Faced with many pressures, consumers are seeking more ways to feel strong, in control, and more prepared for daily life. Innova’s global consumer trends 2027 research underscores that globally, consumers are feeling more stressed, and for 34%, physical and mental resilience is a top health goal. Consumers are also looking for help managing their daily life, from sleep support to gut health and immunity health. Energy has become shorthand for everyday resilience, and for Gen Z and Millennials, this extends to productivity and a way to deal with stress and feel more confident.
Trend #3: Safe Havens
Consumers seek spaces, products, and experiences that offer them comfort, reassurance, and a sense of security within a turbulent world. Innova’s global consumer trends 2027 research indicates that consumers are spending time in familiar groups, with 45% indicating they are spending more time in smaller social settings. They are also engaging in activities, such as spending time in nature or alone, that help them feel more grounded. Comforting moments are another experience consumers are seeking out more.
Trend #4: Honest & Believable
Issues like corruption, misinformation, and misleading claims are negatively impacting trust. As a result, consumer trends highlight the importance of openness, reliability, and authenticity. Across food and beverage products, “brand I can trust” is key and influences perception of authenticity. 36% also say brand reputation would increase their trust in food and beverage products. In addition, proof has become more important. Measures like quality or safety testing results are strategies that consumers say would increase their trust in food or beverage brands.
Trend #5: Worth It
Despite scrutinizing their choices more closely, Innova’s consumer trends research highlights how global consumers will spend more on products and experiences that align with their needs, beliefs, and aspirations. 58% of global consumers say that they are cutting back their spending in some areas, so they can spend more on others. A majority are also more careful about evaluating whether a product is worth it. Healthier food and drink options are one solution that satisfy perceptions of worthiness for many and can motivate increased consumer spending. Premium also still has a place in global consumer trends, with better taste, quality, and treating occasions earning the purchase for premium food and beverage options to consume at home.
This article is based on Innova’s Global Consumer Trends 2027 report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.