Consumer behavior in 2026 is being defined by a paradox: the need to save coexists with the intentional search for emotional gratification. According to the annual report “What matters to today’s consumer 2026”, released by the Capgemini Research Institute, seven out of ten consumers admit spending on “small pleasures” or indulgences as a way to alleviate financial stress and loss of purchasing power.
The survey, which interviewed 12 thousand people in 12 countries, points out that equity has become the central pillar of loyalty. Today's customer is discerning: they save on the basics, but invest where they see emotional or practical value.
The revolt against “Reduflation”
Transparency has become non-negotiable. The study shows a growing intolerance towards market practices considered unfair, especially “reduflation” (when the size or quality of packaging decreases, but the price remains the same).
The data is clear:
- 71% of consumers would switch brands if they noticed a reduction in size or quality without clear warning;
- 74% would change supplier if they found a lower normal price in the competition;
- The majority of respondents say they prefer an explicit and honest price increase to a discreet reduction in the quantity of the product.
Despite the search for savings — with half of consumers buying smaller quantities or opting for cheap alternatives — trust in the traditional brand prevails in critical sectors. To 77% of respondents, items such as electronics and baby products are not replaced by store brands, regardless of income.
AI: From tool to “Trusted Advisor”
Artificial Intelligence is no longer just a technical facilitator but has taken on the role of a purchasing consultant. By 2025, one in four consumers will already use Generative AI tools for consumption decisions, and another 31% plan to adopt the technology.
However, this membership comes with requirements. Privacy remains a barrier: 71% worry about the use of their personal data by AI, and two-thirds require brands to clearly signal when an advertising action was generated by artificial intelligence.
"Today, value goes beyond price and quality; it is built on equity, transparency and emotional connection. Consumers want invisible AI that empowers them to make informed decisions and that harmoniously combines convenience and emotional connection", analyzes Dreen Yang, Global Leader of Consumer Products and Retail at Capgemini.
The future is hybrid
The report concludes that technological efficiency does not replace the human factor. While 65% say technology has reduced the stress of shopping, more than 70% still value human assistance in complex situations like problem solving or meal planning. The winning brands in 2026 will be those that know how to integrate AI hyper-personalization with human support at the right time.
