On Tuesday 6 January 2026, the Capgemini Research Institute, which has a long-standing presence in Luxembourg, published its annual global consumer trends report, "What matters to today's consumer 2026: How AI is transforming value perception".
The report found that consumer priorities are shifting in 2026 with fairness emerging as the foundation of consumer value. Many consumers said that they would switch brands due to price irregularities or shrinkflation.
According to Capgemini, consumers are concerned with their diminishing purchasing power and financial uncertainty and thus becoming more deliberate about how they save money and where they treat themselves. As a result, they are balancing spending on essentials with intentional indulgences that give them an emotional boost.
The fifth edition of the report revealed that consumers are also embracing artificial intelligence (AI) to navigate the marketplace, although control over data and transparency remain a key concern, with a preference for brands that combine digital convenience with in-person assistance.
Price transparency and honest communication now define the credibility of a brand, according to the report. Nearly three in four consumers (74%) said they would switch brands for a lower regular price, or if the pack size or quality is reduced without clear notice (71%). A majority consider shrinkflation unfair, with most preferring a small, explicit price increase over discreet downsizing.
The research found that around half of consumers are buying smaller quantities and choosing cheaper alternatives to manage budgets. However, brand trust prevailed in categories where quality and performance are paramount, with 77% of consumers across income brackets avoiding private labels for items like electronics and baby care. Yet, amidst increasing financial stress, emotional release was also found to play a key role when shopping - seven in ten consumers seek small indulgences to relieve money worries highlighting that value is both practical and emotional.
"Value today goes beyond price and quality, it's built on fairness, transparency and emotional connection. Consumers want invisible AI that both empowers informed decisions and seamlessly blends convenience and emotional connection," said Dreen Yang, Global Consumer Products & Retail Leader at Capgemini. "AI is increasingly reshaping the shopping experience, but success depends on clarity, responsible use and safeguards that protect consumers. Brands that blend technology with trust and purpose will enjoy lasting loyalty."
Capgemini noted that AI has transitioned from an enabler to a trusted advisor for consumers. From interpreting user preferences and behaviours to providing real-time, conversational support through chatbots and virtual assistants, AI tools are now central to how shoppers navigate the marketplace. One in four consumers used Gen AI shopping tools in 2025 and a further 31% plan to adopt them in future. Yet, only 19% are willing to pay a monthly subscription or a one-time payment for chatbots or virtual shopping assistants.
The majority of shoppers (76%) said they want to set boundaries for AI assistants and two-thirds said they trust AI more when it explains the reason behind its recommendations and actions. Data transparency remains pivotal with 71% of consumers worried about how Gen AI uses personal information, two thirds of consumers expect brands to disclose AI generated advertising.
The report also found that consumers want efficiency, relevance and human connection to co-exist. Nearly two-thirds want Gen AI to provide hyper-personalised content and 65% said technology has made shopping less stressful. However, more than seven in ten consumers said they value human assistance during complex purchases such as planning meals or resolving service issues. Brands that blend speed and personalisation with timely human reassurance are expected to gain consumer loyalty.
The findings are based on a global survey of 12,000 consumers over the age of eighteen in twelve countries across North America, Europe and Asia-Pacific in October and November 2025. The survey was supplemented by interviews with more than ten experts from the consumer products and retail industries.
