Report
May 2023
Global consumers are struggling with the cost of living crisis, as inflation remains high while household income growth lags. Consumers are adopting recessionary habits, such as trading down and being more selective in their spending. Rather than competing solely on price, businesses should prioritise value creation and customer loyalty. Tapping into education, food and drinks industries, reverting to service-based products, and investing in tech are further approaches offering opportunities.
Article
27 July 2023
After decades of low inflation, companies and consumers worldwide are struggling to cope with the rising cost of living. As a result, businesses must navigate the new consumer reality, in which the focus is firmly on affordability, value, and the cost of living.
Report
November 2023
Rising costs of living pose challenges globally, but companies can find opportunities in several categories, essential and discretionary, especially in underpenetrated fast-growing markets. By considering category adjacencies and focusing on value, innovation, and aligning with evolving consumer lifestyles, businesses can safeguard profit margins and foster long-term growth.
Report
June 2023
Cities are hubs for spending, with 80% of expenditure expected to be generated by urban areas in 2023. Spending growth in 2023 will, however, be sluggish, as cost of living challenges force consumers to be more conservative in their expenditure. Over the next 3-4 years, inflation is predicted to fall, shifting the balance of spending back towards non-necessities; however, consumers are likely to display more conscious consumption habits, valuing sustainability and quality over quantity.
Report
July 2023
Consumers are facing increased pressure from rising prices as global inflation reaches 7% in 2023. The impact of higher costs of living is felt from top earners in developed markets to struggling households in emerging and developing countries. Factors such as simplified solutions, extended value ranges and added-value features have proven to be successful. Business that understand the diverse needs, desires and spending priorities of consumers will continue to maintain demand.
Report
January 2024
After decades of low inflation, consumers are grappling with rising living costs, prompting shifts in priorities and preferences. This report delves into four major consumer goods industries – apparel, beauty and personal care, drinks, and food – to unpack the nuances of “affordability and value” across product categories. The varied perspectives empower companies to refine strategies and thrive in the new reality where consumers feel the squeeze but remain discerning.
Report
January 2024
This report provides an in-depth analysis of the potential market strategies for companies in Sub-Saharan Africa amidst the current cost of living crisis. It details how companies can leverage affordability, technology, and values to cater to the needs of the growing population of 1.2 billion consumers, particularly the younger and lower-income segments. It also explores how companies that localize their production could gain a competitive edge.
Report
February 2026
Childrenswear in Canada experienced 5% value growth in 2025, driven by lower inflation and interest rates that encouraged spending, although the increased cost of living has kept Canadian consumers value conscious. The market is characterised by a growing trend towards resale and rental, with consumers prioritising affordability and sustainability. Despite slow growth prospects due to Canada's low birth rate, the childrenswear market remains influenced by sustainability and inclusivity, with con
Report
February 2026
The dishwashers market in Greece demonstrated a weaker performance in 2025 after two years of moderate growth. In this year, retail volume sales increased by 1% supported by a thriving housing market and stable economic conditions. Affordability was an obstacle to purchase as disposable income remained constrained by high costs of living. Greek consumers were more price sensitive driving the switch to cheaper brands, which undermined value sales. Built-in dishwashers are popular due to consumer
Report
February 2026
The personal accessories category in South Africa is experiencing significant growth, driven by younger consumers and the increasing acceptance of second-hand fashion, with retail value sales reaching ZAR32.6 billion in 2025, representing 9% growth from the previous year. This growth is driven by economic pressures and rising living costs, making consumers more price-sensitive and inclined towards value-focused and affordable luxury items. To succeed in this category, brands should focus on offe
Report
April 2026
Foodservice sales through limited-service restaurants in Thailand increased in current value terms in 2025, supported by resilient demand from local consumers and the continued use of deals and promotions to stimulate sales. Amid elevated living costs and the relatively high cost of dining out, many consumers increasingly turned to limited-service formats for their affordability and convenience.
Report
July 2026
Home furnishings in the UK rebounded to growth in 2025 with value sales of GBP22,091 million, registering 1% current value growth following a steep contraction the previous year. This rebound, in the context of persistent cost-of-living challenges and inflation of 3%, was driven by intensified consumer demand for affordability, flexibility, and sustainable solutions, making the landscape more attractive for businesses able to deliver value and adapt to new consumer priorities. Companies that suc
Report
September 2026
Butter and spreads in New Zealand is expected to record modest value growth in 2026, although expansion remains largely price-led as elevated butter prices and cost-of-living pressures continue to weigh on volume demand. Butter remains the dominant area of the category, while margarine and spreads outperforms as consumers increasingly seek lower-cost alternatives. Affordability and value-driven purchasing continue to shape competition in a mature market with limited scope for significant consump
Report
May 2026
Nappies/diapers/pants in New Zealand continued to demonstrate resilience in 2025, with a volume increase of 1% to 341 million units and retail value growth of 4% to NZD203 million, outpacing regional peers held back by cautious spending and inflation. The environment remains attractive for brands that can address demand for affordability, innovation, and convenience, especially as cost-of-living concerns drive parents to prioritise value and larger pack sizes, and online channels rapidly gain gr
Report
July 2026
Homewares in Australia demonstrated robust momentum in 2025, registering AUD2.8 billion in retail value sales and 3% growth, reflecting strong demand even as cost-of-living pressures persisted. The appeal of this category is underpinned by its ability to attract a broad base of consumers seeking affordability, durability, and style, with leading players maintaining stable positions due to a focus on value and design innovation. Continued growth is forecast, driven by a rise in the urban populat
Report
July 2026
Snacks in Romania in 2026 is displaying resilience amid economic pressures, expected to register a solid increase in retail value to RON17,008 million, but facing minimal volume growth as persistent inflation and rising living costs influence purchasing behaviour. The value performance, while softer than previous years’ double-digit gains, shows affordability and downtrading drive consumer choices. Nevertheless, the industry remains attractive thanks to a projected CAGR of 4% in value terms, and
Report
October 2026
Dairy products and alternatives in Laos is set to deliver robust expansion in 2026, achieving a 9% value increase to LAK2.5 trillion, although this pace has eased compared to previous double-digit growth as elevated inflation and cost-of-living pressures sharpen consumer focus on affordability. While growth continues to outpace many neighbouring countries, the environment in Laos is defined by heightened price sensitivity, with essential dairy remaining the primary driver of retail value and urb
Report
July 2026
Snacks in Canada are expected to display robust growth in 2026, reaching CAD19.7 billion in retail sales, driven largely by pricing adjustments and innovation in both flavour and format despite subdued volume trends. The environment is highly attractive due to its resilience against cost-of-living pressures, as evidenced by a 4% annual increase in value and a projected CAGR of 4% through 2031, sustained by the dominance of savoury snacks and the rising importance of affordability, health claims
Report
July 2026
Snacks in Costa Rica in 2026 are set to outperform the wider economy, with value sales increasing by 6%, driven by consumers’ heightened focus on affordability and innovation despite a challenging cost-of-living environment. The appeal of this area is underscored by resilient demand and a clear willingness among shoppers to seek out both promotions and new flavour experiences, positioning snacks as an attractive space for brands able to balance value, convenience, and sensory appeal. Companies a
Report
June 2026
General merchandise stores in Hungary delivered a standout performance in 2025, achieving current value growth of 17% to HUF216.5 billion. This significantly surpassed the regional average, driven by strong consumer demand for affordability and convenience. The environment remains highly attractive for chains, as expansion by leading operators and rapid outlet rollouts capitalise on value-driven shopping behaviour and rising cost-of-living pressures, while independents face persistent decline du
Report
September 2026
Plant-based dairy was the standout growth category in total food packaging in Canada in 2025, with a double-digit rise in total retail volumes as a large and growing share of Canadians incorporated dairy alternatives into their diets. Plant-based milk remained the most popular choice, with oat-based options driving the fastest pace of new product launches, ahead of almond. Meanwhile, affordability increasingly shaped purchasing amid cost-of-living pressures and a maturing, more value-conscious c
Report
May 2026
Apparel and footwear specialists in the Philippines recorded a robust performance in 2025, achieving 5% current value growth despite ongoing cost-of-living pressures and a shift toward more deliberate consumer spending. This resilience was supported by a 5% increase in real GDP and easing inflation, which fell to 2%. The competitive landscape is increasingly defined by a dual focus on affordability and alignment with prevailing trends. Leading players are successfully engaging value-conscious co
Report
April 2026
Retail adult incontinence in Brazil delivered notably higher retail volume growth in 2025 than regional counterparts, propelled by an expanding population aged 65+ and heightened public awareness, while persistent cost-of-living pressures maintained a strong focus on affordability and volume. The category remains attractive, with retail volumes reaching 2.6 billion units and value sales of BRL4,669 million, driven by the rapid expansion of moderate/heavy solutions and ongoing innovation in pants
Article
22 March 2024
In the new consumer reality, where the focus is firmly on affordability, value, and the cost of living, sub-Saharan Africa emerges as a region rife with opportunities. To fully embrace these opportunities, businesses need to prepare for the evolution of the youth cohort, offer and take advantage of homegrown offerings based on local demands, and embrace technological innovation as an enabler for financial inclusion.
