Retail Trends 2026: Five Forces Reshaping the Retail Landscape (Capgemini Research Institute)

Summary

• The World Travel & Tourism Council projects that global travel will grow at an average annual rate of 5.8% through 2032.p.3
• 70% of shoppers earning over $100,000 now choose their grocery store based on private labels, and 44% of shoppers are buying private-label or low-cost brands over name brands.p.5
• One in five of Walmart's referral clicks in August came from ChatGPT, up 15% from July.p.7
• 46% of shoppers make purchases based on AI recommendations, and 46% are willing to order products via AI tools.p.7
• 71% of consumers want Gen AI-integrated shopping interactions, compared to 56% who said the same last year.p.9
• 71% are concerned about the lack of clarity in how AI collects and uses their personal data, and 52% of shoppers say they will switch retailers for better data protection policies.p.10
• 36% trust products and suggestions shared by gen AI tools, while 66% trust a digital assistant more when it provides clear explanations.p.12

Key insights

1. Travel and hospitality experiences are the top luxury spending category at 20%, outpacing fashion and accessories at 15%.p.4
2. When switching to a cheaper alternative, positive user reviews (66%), money-back guarantees or return policies (60%) and clear quality certifications (58%) matter most.p.5
3. 7 in 10 consumers say small indulgences help them cope with financial stress (71%).p.6
4. The industry is rapidly moving from SEO (search engine optimization) to GEO (generative engine optimization).p.7
5. Retailers need to build trust through consistency, care and contextualization.p.12