Consumer value perceptions in 2026 are increasingly shaped by fairness, transparency, and emotional connection, according to a new global report by the Capgemini Research Institute. The report, ‘What matters to today’s consumer 2026: How AI is transforming value perception’, notes that consumers are responding to financial uncertainty by carefully managing essential spending while allowing room for small indulgences that offer emotional comfort.
The research indicates that nearly three in four consumers would switch brands due to lower regular prices, while a similar proportion would move away from brands engaging in shrinkflation without clear notice. Most consumers view such practices as unfair, preferring transparent pricing adjustments instead.
Budget management strategies include purchasing smaller quantities and choosing lower-cost alternatives, though brand loyalty remains strong in high-stakes categories such as electronics and baby care. About 77% of consumers across income levels avoid private labels in these segments due to quality concerns.
The report also highlights the growing role of AI in shopping decisions. Around 25% of consumers used generative AI tools for shopping in 2025, and an additional 31% plan to adopt them. However, 71% expressed concern over how personal data is used by AI, and two-thirds expect brands to disclose AI-generated advertising.
“AI is increasingly reshaping the shopping experience, but success depends on clarity, responsible use, and safeguards that protect consumers,” said Dreen Yang, Global Consumer Products & Retail Leader at Capgemini.
