2027 Global Consumer Predictions – EMEA

Understand the forces reshaping consumer decision-making and identify opportunities for growth in 2027.

Consumers across EMEA are navigating increasingly complex economic, technological and social changes. Traditional assumptions about how people discover, evaluate and purchase products are being challenged as consumers seek integrated solutions, turn to new sources of influence and expect brands to understand their individual needs.

Join Dan Takacs, Mintel’s Associate Principal of Trends in the EMEA region, as he explores the key themes from Mintel’s 2027 Global Consumer Predictions and what they mean for brands operating across EMEA markets.

You’ll gain practical insights into the major shifts shaping consumer behaviour, understand the opportunities they create and learn how to translate emerging trends into business growth.

Consumers are increasingly focused on achieving outcomes rather than purchasing individual products. Brands that understand how their products fit within broader consumer systems can increase relevance, unlock new occasions for consideration and build stronger relationships with customers.

Trust is becoming more distributed across people, platforms, communities and institutions. Success will depend less on being the loudest voice and more on helping consumers connect with trusted sources that support their needs and decision-making.

As AI becomes embedded into everyday life, brands must learn to engage both the technology mediating experiences and the complex individuals behind every interaction. Future relevance will depend on recognising and responding to both.