According to NIQ’s Consumer Outlook: Guide to 2027, 34% of consumers say their financial situation has worsened compared with the previous year, while 30% report an improvement. Among those experiencing a decline, 77% attribute it to the rising cost of living. The survey included more than 21,000 respondents across 31 countries.
According to NIQ, more than $23 billion in market share within the everyday consumer goods sector has shifted from mainstream-priced products to value and premium alternatives. Meanwhile, 34% of consumers identify product quality and performance as the main factors determining purchase value.
This trend is putting pressure on the mainstream segment and prompting brands to define their market positioning more clearly. Companies need to understand what attracts consumers: affordability, quality, or additional product benefits.
