How Quality And Value Will Drive Consumer Behavior In 2026, And What To Consider When You Shop

We saw a shift in consumerism in 2025 as the U.S. faced self-imposed tariffs, rising housing costs, and a weakened job market. Consumer spending in the U.S. accounts for around 70% of the nation’s GDP (gross domestic product), which grew by +3.5% from July to September 2025, according to a January 2026 report from the U.S. Commerce Department. Unfortunately, the numbers do not reflect the sentiments of many Americans and their outlook on the economy. As a result, consumers are becoming more decisive as the U.S. economy continues to fluctuate in 2026. Spending looks to be more intentional for U.S. shoppers this year, as many economists expect quality and value to be the biggest influences for the average consumer.  

Affordability used to be king, but in 2026, the crown may go to value, brand loyalty, and quality. Here is how your consumer behavior may change in 2026, and what to consider when spending your money this year.

Economic headwinds caused by inflation, the rising cost of living, and stagnant wage growth have impacted the way the U.S. consumer spends their discretionary income. This was apparent in 2025, when we saw a “K-shaped” economy emerge.

A K-Shaped economy exposes a significant gap in how Americans have been spending and thriving financially over the past few years following the pandemic. The growing wealth divide shows a disparity in earners, as high earners continue to grow their wealth and spend accordingly, while lower-income Americans continue to struggle under a tough economy, a gap that’s been growing wider since 2022. This gap has also tugged on the middle class, as many fall behind under the pressures of rising costs.

Because of this wealth divide, the average consumer is becoming more sensitive and conscious of their discretionary spending. Economists expect more intentional spending, as shoppers look to be mindful of their budgets and spend accordingly.

Getting more bang for your buck seems to be a bygone sentiment for consumers, and in 2026, affordability may not always reign supreme. A study conducted in 2025 by NielsenIQ of the future consumer outlook saw that consumers are adapting to economic instability after a rocky year for the economy. At this comfort level, consumers this year are becoming savvier in what and how they purchase and are considering brand value and quality over quantity and steep affordability. This trend looks to be evident this year in the way shoppers spend on items like travel and clothing, where brands are now focusing on reasonably priced items without sacrificing quality.

Another sector where the value and quality are starting to prevail over affordability is in the travel industry. For some consumers, the savings of basic cabin and carry-on only airfares do not outweigh the benefits of premium tier features and brand loyalty.

Delta Airlines, which struggled to compete for years against other low-cost carriers, saw a solid close to its year in 2025, seeing stronger growth primarily from its high-income earning fliers who helped pad the decline of the budget-conscious main cabin flier. The popular airline continues to target its core base: affluent, loyal fliers who ditched budget travelers like Spirit Airlines and the once-affordable Southwest Airlines for premium service and value.

Legacy luxury brands are grabbing the attention of younger shoppers and reinventing themselves, thanks to Gen Z and their mindset around overall quality and value.

A recent analysis by CNBC in December 2025 revealed the reinvigoration of once-popular brand names like Michael Kors, Gap, and e.l.f Beauty, who saw a comeback in 2025 with new and younger customers. The luxury brand market is expected to grow over the next 10 years, as hyper-personalization and a focus on sustainable materials will drive the sector’s biggest growing audience: Gen Z and Millennials.

Brands that reflect their diverse customer base in their marketing and product offerings and that are mission-driven are also catching the eye of the younger consumer who is now looking for a more personal affinity in the products they purchase.

Brands that make it easier to purchase will also continue to gain some traction with shoppers, with the rise of TikTok Shop and other social media channels marketing and selling products on their platforms, innovating the way shopping is done online.

Trends in 2026 point to a continued focus on health benefits for consumers with an emphasis on products that actively improve their lives. Nutritious, clean, and effective, accessible everyday products look to corner the market in the health, food, and beauty space. The rise in GLP-1 products for weight loss and management, the effects of the boom of the wellness influencer industry, and the increased attention around ingredients like protein and fiber all suggest that consumers are looking to make purchases that maximize their overall wellness. According to market trends studied by Food Technology’s 2026 IFT Consumer Trends Survey, value, affordability, and health & wellness will be the key drivers for consumers looking to purchase food and healthcare products. Purchases will be driven by health benefits consumers are looking to experience, and they are willing to pay for them.