United Kingdom 
United States 
Deutschland 
France 
España 
Italia 
International 
Uncover the latest shopper trends
Turn 200+ signals into clear FMCG strategies with expert insights, impact scores, and real-world examples. Rising health and sustainability concerns, shifting shopper motives, and the high-impact trends to act on now.
30M+ buzzwords
from 20.000 media sources in 7 languages
21.806 respondents
from 20.000 media sources in 7 languages
200+
trends
Trend Reality Report Summer 2026 Edition
30 signals redefining FMCG this season
From Frugal Chic to Social Tonics, discover 30 curated signals that tell a clear story of how shopper mindsets, choices, and spending are shifting this summer – brought to life through expert interpretation and real-world examples.
Built on our Trend Reality framework, this edition focuses on the signals gaining traction right now. Structured into four strategic narratives, it connects emerging behaviors directly to shopper needs and highlights where demand is shifting – and where the most relevant growth opportunities are emerging for FMCG brands and retailers.
From signals to strategy
Our new Trend Reality Report helps you to understand and react to the trends shaping Europe today. From AI-powered farming and sober curiosity to green transition, explore the key topic areas shaping shopper behavior.
Learn more about trends shaping societal transformation, new lifestyles, and the rapid rise of technology. Gain valuable context with real in-market examples and expert perspectives, turning complexity into actionable clarity.
Stay ahead with a clear view of which trends matter most across European countries, target groups, and categories.