Global sales and marketing agency Acosta Group released four consumer predictions for 2026, pointing to increased demand for personalization, transparency and innovation across the retail and foodservice sectors.
Company officials said shifting lifestyles and rapid advances in technology are reshaping how people shop and what they expect from brands.
“Technology and evolving consumer lifestyles continue to reshape the shopping experience, as do the expectations, priorities and values driving purchases,” said Colin Stewart, executive vice president of business intelligence at Acosta Group.
The forecasts were developed by the company’s retail, brand and foodservice analysts, drawing on research from Acosta’s 40,000-member shopper community. Here are the predictions for 2026:
- Shoppers turn to artificial intelligence (AI) companions, while trust concerns slow automation.
- Health becomes more personalized, functional and transparent.
- Shoppers seek innovation that feels relevant.
- Consumers look for broader definitions of value, from stores to dining.
Acosta researchers said more shoppers are testing AI tools to help with daily tasks and decision-making. Seventy percent of shoppers have used AI features during their buying process, and the group expects more consumers in 2026 to rely on intelligent agents to plan, compare and complete purchases.
Some describe AI assistants as an always-available partner that can tailor suggestions based on individual preferences and habits. Still, most shoppers are wary of turning over full control. Only 12% trust AI to make purchases for them, citing concerns about privacy, data handling, fraud and loss of control.
Kathy Risch, senior vice president of thought leadership and shopper insights, said brands and retailers that address those concerns could benefit as AI-assisted commerce expands. She anticipates 2026 will bring broader use of AI agents and cautious trials of automated checkout systems, particularly among Gen Z consumers.
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