Consumer companies are entering the second half of 2026 in an increasingly complex environment. Rising costs continue to put pressure on margins, consumers remain highly value conscious, and new technologies are changing how products are discovered, evaluated, and purchased.
In our latest video, Simon-Kucher Senior Partner and Global Head of Consumer Martin Crépy shares his perspective on the trends affecting the sector and the priorities leadership teams should focus on through 2026 and beyond. Drawing on conversations with consumer organizations around the world, he outlines where the biggest challenges and growth opportunities lie.
The trends shaping the consumer sector
Consumer companies are navigating a difficult balancing act. Input costs across commodities, energy, and raw materials continue to put pressure on margins, while consumers remain cautious after several years of price increases. This is prompting many organizations to look for ways to protect profitability without weakening demand.
Compounding these challenges, private labels continue to gain ground as retailers expand their own-brand portfolios and shoppers prioritize value. Consumer purchasing behavior is also evolving as social commerce becomes more influential and digital platforms play a larger role in product discovery and purchasing decisions. Together, these shifts are reshaping how brands compete, communicate value, and drive growth.
Key takeaways from the video
Where the growth opportunities are
- Innovation remains a critical source of growth, particularly when products align with changing consumer habits.
- Evolving consumption patterns are creating opportunities for new product formats, pack sizes, and occasions.
- Diversification across channels, geographies, and customer segments can help businesses reduce risk and create new revenue streams.
What leaders should prioritize
- Put consumer centricity at the center of decision making by developing a deeper understanding of customer needs, behaviors, and willingness to pay.
- Take a smarter approach to pricing by tailoring decisions to specific products, consumers, and market conditions.
- Build greater agility across the organization so teams can respond quickly to market shifts and changing consumer expectations.
What's next for AI in consumer markets?
- AI is improving pricing, promotions, and marketing performance while creating new opportunities to better understand consumer behavior.
- Agentic AI could reshape the buying journey by helping consumers compare products and evaluate options.
- Brands must adapt to a world where AI increasingly influences purchase decisions. This requires clearer product information, stronger value communication, and organizational readiness to support AI adoption.
The consumer sector is entering a period where agility, consumer centricity, and diversification will play a vital role in driving growth. Companies that understand changing consumer needs and adapt quickly will be better positioned to succeed. Watch the full video to hear Martin’s insights on the strategic priorities shaping consumer markets through 2026 and beyond.
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