Bold Brands Win with Cautious Consumers

NielsenIQ (NIQ) (NYSE: NIQ) today released its Consumer Outlook: Guide to 2026. This annual report is a strategic roadmap for driving growth in a volatile, fast-moving market where caution is the consumer’s default—highlighting opportunities for brands that pivot with purpose, build trust, and connect with consumers across channels.

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The report indicates that consumers have adapted to constant change. While more people report feeling “confident,” this sentiment masks reality: Inflation, everyday expenses, and borrowing costs continue to squeeze wallets. In fact, 40% of global consumers say they're being cautious even as inflation cools.

The report also shows that today’s consumers are spending intentionally, rewarding retailers and brands that deliver trust, personalization, and convenience. Clean label products in the U.S. are growing at a rate of +7.5% this year, compared to the +5.9% overall U.S. FMCG average, proving that transparency and simplicity drive loyalty. Trust is now a key differentiator, with 95% of consumers saying that trust is critical when choosing a brand.

Inflation remains a global consumer concern, especially around rising food prices and a potential economic downturn. In addition, commodity volatility is adding pressure to brands. Coffee prices increased 26.9% between 2024 and 2025 while cocoa prices increased 127.9% between 2023 and 2024.

“Growth for brands depends on volume—capturing trips and baskets through sharper product assortment, innovation, and private label offerings that stretch limited discretionary dollars further. Despite growing consumer caution, brands can win loyalty by building trust and offering value beyond price,” said Marta Cyhan-Bowles, Chief Communications Officer & Head of Global Marketing COE at NIQ.

Seamless commerce is the next frontier. Consumers expect frictionless, personalized, and instant shopping pathways. In the US, in-store purchases lost 2.3% of occasions per buyer per year, while online occasions are up 16%. “Shoppers may discover a product on TikTok, compare it on Google, and buy it via WhatsApp. To win, brands must have an omnichannel strategy—from shelf to screen, from social to search,” Cyhan-Bowles added. “Success will come to companies that turn disruption—from health shifts to AI—into innovation, trust, and growth.”