NIQ: How APAC Consumers Will Shop in 2026 as Trust, Value, and Technology Redefine Growth

• APAC consumers remain cautious even as inflation eases, focusing on trust, value, and confidence in their purchase decisions.

• The NIQ Consumer Outlook Guide identifies the major 2026 consumer trends shaping APAC, including higher expectations from brands, growing AI use, and shifting health and wellness priorities.

• Fast-moving consumer goods (FMCG) manufacturers and retailers that simplify choices, build trust, and stay ahead of emerging disruptions will be best positioned for growth in 2026.

SINGAPORE--(BUSINESS WIRE)-- NielsenIQ (NYSE: NIQ), a leader in consumer intelligence, today released its APAC Consumer Outlook Guide to 2026, outlining the consumer trends and 2026 consumer behavior that will shape how shoppers make decisions in the year ahead. Despite an improvement in overall consumer confidence, NIQ finds that consumers across Asia Pacific remain careful with their spending. Many have adjusted to price changes, but they are not yet ready to spend more freely.

How APAC Consumers are Making Decisions Today

NIQ findings show that households continue to focus on essential items such as food, personal health, education, and home care. Even consumers who are financially comfortable are planning their purchases more deliberately and taking steps to manage their budgets. Many shoppers are also looking for clearer product information and reliable quality, which will help them make confident decisions in an evolving environment.

This has created a shopper who:

• Thinks carefully before buying
• Looks for clear and trustworthy product information
• Uses technology to compare options
• Balances price considerations with personal values, such as health and quality

“Consumers today are more intentional with every choice,” said Craig Houliston, Executive Director, Above Market Consulting and Insights at NielsenIQ. “They want brands that understand their needs and help make everyday decisions easier. This will guide competition across the region in 2026.”

Trust, Simplicity, and Technology Can Influence Brand Choice

Across Asia Pacific, trust has become the most important factor influencing brand selection. Shoppers pay close attention to product ingredients, functional benefits, and accuracy of claims. Reliability and consistency matter more than ever.

Technology is also influencing how consumers discover and evaluate products. Many shoppers in APAC are already using or beginning to use AI tools to help them search, compare, or learn about brands. While adoption levels vary, this shift is shaping how people gather information during the decision-making process.

Other major forces shaping the market include:

• Growing use of anti-obesity medications (AOMs), which may influence food, beverage, and wellness decisions
• Ongoing commodity price changes, which affect how products are priced and formulated
• Stronger private label performance, supported by better quality and innovation
• The rise of omnichannel shopping, where consumers move easily between online, offline, and social platforms

These factors reflect how consumer behaviors and expectations are changing across the region.

Guidance for 2026: What FMCG Companies Should Focus On

To help manufacturers and retailers prepare for 2026, NIQ highlights four key priorities:

• Improved confidence does not mean higher spending. Consumers feel more stable because they have adapted to volatility, not because they have more money to spend. Brands need to identify which product attributes are most important and make sure they provide clear and relevant value.
• Private label growth shows rising quality, not just affordability. Many private label products now match national brands in formulation, innovation, and clean labeling. Both national brands and retailers should provide clearer value cues and offer innovations that meet changing expectations.
• E-commerce is one part of a larger shopping system. Social commerce, quick commerce, retail media networks, marketplaces, and physical stores all influence buying decisions. Consumers expect a consistent and personalized experience across channels, not a focus on one single platform.
• Consumer expectations continue to increase. Shoppers want clear product claims, fast access to accurate information, dependable quality, and helpful customer support. Brands must respond quickly to price changes, reformulate when needed, and use technology to reduce confusion and effort.

“The companies that succeed in 2026 will be those that understand consumer needs early and turn that understanding into meaningful value,” Houliston added. “This requires a balance of strong local insight, innovation, and clear communication.”

Looking Ahead

NIQ encourages manufacturers and retailers to stay closely aligned with the values and habits that define the APAC consumer today. Brands that simplify the experience, deliver dependable value, and support shoppers across online and offline touchpoints will be in a strong position for sustainable growth in 2026.

About NIQ

NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world's population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

For more information, please visit www.niq.com.

About Consumer Outlook: Guide to 2026

NIQ’s Consumer Outlook: Guide to 2026 provides an analytic assessment of the state of consumers, based on a global footprint of consumer intelligence solutions and the feedback of nearly 19,000 consumers in 27 countries including Australia, China, India, Indonesia, Japan, Korea, Singapore, and Thailand. The goal: to better understand their current thinking about the economic environment, as well as what they’re buying—and why. The survey was conducted between June 10 and July 8, 2025. Download the full report here.

Forward-Looking Statement

This consumer outlook report may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” “will be”, and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

© 2025 Nielsen Consumer LLC. All Rights Reserved.

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Media Contact:

Liza Martija

Communications Lead, APAC

Email: liza.martija@nielseniq.com

Source: NIQ Global Intelligence plc