ICONIQ_2026年全球消费者展望报告（英）

1© 2025 Nielsen Consumer LLC. All rights reserved.2 © 2025 Nielsen Consumer LLC. All rights reserved.The global outlook for 2025 saw a shift from cautious to intentional consumption. For 2026, continued volatility has deeply ingrained a lingering caution into consumer psychology, which is impacting spending. Still, areas of opportunity and growth remain amid this emotional battleground. In this analytical assessment of the state of consumers, we’ll help equip you to win with cautious yet hopeful consumers over the next 12 to 18 months—and beyond. As always, NIQ’s Consumer Outlook report marries survey and purchase data to deliver the most comprehensive outlook possible. We uncover the divide between what consumers say and what they do, along with disruptions impacting the retail industry. Caution may be the new normal, but our Consumer Outlook: Guide to 2026 gives manufacturers and retailers the insights and takeaways they need to not just keep pace with—but stay ahead of—whatever comes our way in the year ahead. Caution is the new normalWelcome to your strategic guide to 2026Marta Cyhan-BowlesChief Communications Officer & Head of Global Marketing COE, NIQ3 © 2025 Nielsen Consumer LLC. All rights reserved.Key takeaways ⚫ Consumers are numb to volatility—confidence is misleading. Shoppers have adapted to constant shocks, which makes them feel more confident even though their financial realities haven’t changed. Inflation, everyday expenses, and borrowing costs still squeeze wallets, making volatility a semi-permanent condition leaders must plan around. ⚫ Spending is intentional—every purchase has to earn its place. Shoppers reward retailers and brands that deliver trust, personalization, and convenience. ESG and sustainability are table stakes; today’s consumers want tangible benefits that simplify their life and align with their values. ⚫ The pricing playbook is over for now. Consumers are tapped out and won’t accept more price hikes. Growth depends on volume—capturing trips and baskets through sharper assortments, innovation, and private label strategies that stretch limited discretionary dollars further. ⚫ Retailers are the new media moguls. Retail media networks (RMNs) are reshaping commerce, blending shopping with advertising at shelf, on apps, and across digital touchpoints. For consumers, RMNs deliver real benefits: personalization, convenience, and loyalty rewards, while forcing retailers and manufacturers to rethink how they scale ⚫ Private label remains a loyalty lever. Store brands are no longer the “cheap option.” They’re often where shoppers see the best value without compromise, giving retailers margin while pressuring national brands to prove they still belong in consumers’ baskets. ⚫ Commodity volatility is fueling consumer-first innovation. Ingredient price swings—from cocoa to eggs to coffee beans—are forcing reformulation, but they’re also opening doors. Manufacturers that pivot fast with alternatives (e.g., vegan eg