According to the Capgemini Research Institute’s annual global consumer trends research, “What matters to today’s consumer 2026: How AI is transforming value perception,” consumer priorities are changing in 2026, and fairness is becoming the cornerstone of consumer value.
Customers are becoming more conscious of how they save money and where they pamper themselves as they worry about their declining purchasing power and financial instability.
They are therefore striking a balance between deliberate indulgences that provide them with an emotional boost and spending on necessities. According to the report’s fifth edition, consumers are also using AI to explore the marketplace, although ownership over data and transparency continue to be major concerns, favoring companies that combine digital ease with in-person support.
These days, a brand’s trust is determined by its price transparency and open communication. Almost three out of four consumers (74%) said they would switch brands if the regular price was cheaper or if the pack size or quality was lowered without prior warning (71%). Most people think shrinkflation is unjust, and they would rather see a slight, overt price hike than a covert reduction.
According to the study, about half of customers are managing their budgets by selecting less expensive options and purchasing lesser quantities. However, 77% of customers across all income levels avoid private labels for products like electronics and baby care, indicating that brand trust is strong in categories where quality and performance are crucial.
However, seven out of ten shoppers look for little pleasures to assuage their financial concerns, demonstrating that value is both practical and emotional in the face of growing financial hardship.
“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.”
