Euromonitor report identifies five global consumer trends for 2027

A new report from Euromonitor International predicts that trust, transparency, and control will be the primary drivers of consumer behavior in 2027. As global uncertainty persists, consumers are prioritizing reliability and immediate, tangible benefits over brand loyalty alone.

Key findings include the “Shelf Assured” trend, where 72 percent of consumers expressed concern regarding rising prices, and 54 percent stated they only purchase from brands they trust completely. Consumers are increasingly wary of stock shortages, unpredictable pricing, and product reformulations.

The report also highlights “Reluctant Reliance” regarding artificial intelligence. While 81 percent of consumers use generative AI for daily tasks, only 19 percent view it as a highly trustworthy source for shopping information. Additionally, the “Peer Powered” trend indicates a shift toward community and personal recommendations as traditional institutional influence weakens.