Consumers are placing greater emphasis on trust, reliability and immediate value as economic uncertainty and emerging technologies influence purchases, according to Euromonitor International’s “Top Global Consumer Trends 2027” report.
The annual Euromonitor report identifies five trends expected to shape consumer behavior in 2027, highlighting growing demand for transparency, trusted recommendations and greater control over purchase decisions.
“Consumers are no longer simply buying products or services; they’re looking for confidence,” said Ali Angus, head of innovation at Euromonitor International. “Whether it’s trust in a brand, confidence in AI, belonging within a community or balance in their own lives, people are increasingly gravitating towards choices that feel dependable and within their control.”
The five trends for 2027 include:
- Shelf Assured: Consumers are prioritizing reliability and consistency as rising costs continue to influence purchasing decisions. More than half of consumers buy only from brands they fully trust, while 72% worry about rising prices. The trend underscores the importance of product availability, affordability and brand trust.
- Reluctant Reliance: Consumers are increasingly using generative AI in everyday activities but remain cautious about relying on AI for shopping decisions. While 81% use generative AI to assist with daily activities, only 19% consider AI a highly trustworthy source of shopping information.
- Peer Powered: Recommendations from friends, family and communities are gaining influence as consumers become more skeptical of institutions and online content. Nearly three-quarters of consumers trust recommendations from friends and family when making purchases.
- Mode–Switching: Consumers are balancing productivity and self-improvement with relaxation and personal well-being. Although 42% feel constant pressure to accomplish tasks, 69% are actively looking for ways to simplify their lives, creating opportunities for products and services that support convenience and everyday balance.
- Future Tense: Uncertainty about the future is encouraging consumers to prioritize immediate benefits over long-term promises. Euromonitor found that 38% believe the world will become more dangerous within the next five years, contributing to a greater emphasis on tangible value and near-term outcomes.
