麦肯锡：2026年消费者现状报告：技术加速普及与成本压力双重冲击下的四大核心消费趋势（英文版）（21页）.pdf

1、State of the Consumer 2026:When tech acceleration and cost pressures collide June 2026The consumer is changing fast.Four trendsthe tech-driven path to purchase,the health revolution,the experience economy,and the resourceful consumerwill redefine the sector.Will brands keep up?ContentsThe new tech-d

2、riven path to purchase:How people discover and decide is changing rapidlyThe health revolution:Wearables and scientific breakthroughs are influencing consumer goals The experience economy:Consumers prioritize meaning and memoriesThe resourceful consumer:Sustained price pressure leads to savvier spen

3、ding381215CHAPTER 1CHAPTER 2CHAPTER 3CHAPTER 42State of the Consumer 2026:When tech acceleration and cost pressures collideIn todays complex and fast-changing consumer landscape,two forcesthe rapid advancement of technology and sustained cost consciousnessstand out for their breadth and persistence

4、in shaping the sector.Already,we are seeing that consumers path to purchase is increasingly complicated,brand influence is more diffuse,and the priority consumers place on value now cuts across income segments and categories.Scale within established channels is less powerful than it once was.Brands

5、must consistently earn the right to be chosen by proving value across a more fragmented and mediated decision landscape.These shifts are beginning to crystallize into broader behavioral patterns.Together,advances in technology and rising price sensitivity underpin four global trends that we believe

6、will define the sector in the years ahead:the new tech-driven path to purchase,the health revolution,the experience economy,and the rise of the resourceful consumer.Each trend is significant on its own;collectively,they are profoundly changing how consumers discover,decide,and spend.For instance,con