Shoppers balance essential spending with small indulgences, while AI gains trust amid data transparency concerns
Consumer priorities are undergoing a marked shift in 2026, with fairness emerging as the cornerstone of perceived value, according to the Capgemini Research Institute’s annual global consumer trends report, What matters to today’s consumer 2026: How AI is transforming value perception.
Released on 6 January 2026, the report finds that amid declining purchasing power and financial uncertainty, consumers are becoming more deliberate in their spending. While households are tightening budgets on essentials, they are simultaneously allowing themselves small, intentional indulgences that offer an emotional boost. Seven in ten consumers said they treat themselves to cope with financial pressures, underscoring that value is increasingly both practical and emotional.
Price transparency and honest communication now play a decisive role in brand credibility. Nearly three-quarters of consumers (74%) said they would switch brands for a lower regular price, while 71% would do so if pack sizes or quality were reduced without clear disclosure. Shrinkflation is widely viewed as unfair, with most consumers preferring modest, explicit price increases over discreet downsizing.
The study also highlights a shift towards value-led purchasing behaviour, with around half of consumers buying smaller quantities or opting for cheaper alternatives. However, brand trust continues to dominate in categories where quality and performance are critical. About 77% of consumers across income groups avoid private labels for products such as electronics and baby care.
Artificial intelligence is increasingly shaping the shopping journey, transitioning from a background enabler to a trusted advisor. One in four consumers used generative AI shopping tools in 2025, while a further 31% plan to adopt them. Despite growing usage, willingness to pay remains limited, with only 19% open to subscription or one-time payments for AI shopping assistants.
Concerns over data use and transparency persist. A majority of consumers want greater control over AI interactions, with 76% seeking the ability to set boundaries for AI assistants. Nearly two-thirds trust AI more when it explains the rationale behind recommendations, while 71% remain worried about how generative AI uses personal data.
The report also underlines the enduring importance of human interaction. While nearly two-thirds of consumers welcome hyper-personalised content and say technology has made shopping less stressful, more than 70% still value human assistance for complex purchases or service resolution. Brands that effectively combine digital convenience with human reassurance are more likely to secure long-term loyalty.
