- Circana
- 2 hours ago
- 1 min read
2026 is not just another year of incremental change – it marks a fundamental shift in how consumers think, shop, and define value. For small and medium-sized businesses (SMBs), this creates both unprecedented challenges and opportunity. According to Circana’s latest 2026 Consumer Trends Insights webinar, shoppers are entering the year more cautious, selective, and polarized in their spending than at any point in the past decade.
Consumers are signaling three key shifts:
Value now means more than price – it’s about relevance, trust, functionality, and convenience.
Health and wellness expectations have fully mainstreamed, influencing categories from food to apparel to home.
AI-powered discovery is now shaping the shopper journey, rewarding brands that show up with clear, machine-readable content.
In this evolving landscape, SMBs are uniquely positioned. They’re often closer to their customers, more flexible, and more culturally attuned. Winning in 2026 will require delivering the right value, at the right moment, to the right shopper segment. SMBs that combine human-centered marketing with data-centered precision will thrive.
