The great consumer split: why 2026 will make or break brands

As we step into 2026, the pace of change feels electric. Consumer behavior is moving faster than ever, a viral trend on social media can drive sales in hours, supply chains have to pivot instantly, and AI is moving from being just a tool to becoming a co-pilot, guiding brands through constant change and helping them respond faster and smarter

At Rwazi, we’ve spent the past year turning hyper-local data from bustling markets into real-time insights that give global brands an edge. 2025 was a proving ground, and it sharpened our focus. Now, our mission is not just to help brands survive in this faster-moving world, but to help them thrive.

Here are the three market changes we believe will define 2026.

Retail & CPG: The middle market under pressure

The middle market is disappearing. On one end, inflation-weary consumers are trading down from legacy brands, fueling a predicted 15% surge in private-label growth. On the other, a new wave of young, affluent consumers is trading up, driving double-digit growth in luxury and premium heritage brands.

Consumers are either buying cheaper essentials or reaching for premium products. Mid-tier brands are caught in the middle, too expensive to compete with value options, yet not aspirational enough to attract premium shoppers as a result they’re squeezed from both ends, and risk being left behind.

Also Read : Retail Sales Trends: A Shift in Consumer Behavior

Fintech & E-Commerce: consumers are shopping without borders

Borders are becoming irrelevant. The Sovereign Shopper doesn’t wait for products to officially land in their country, they find a way to access them. A consumer in Nigeria, for example, might use a virtual dollar card or fintech wallet to pay for a U.S.-based streaming service or shop on an Asian e-commerce platform.

This is creating billion-dollar opportunities for platforms that make cross-border payments and digital access seamless. Consumers are shopping globally, and brands that remove friction in payments and access will capture enormous, untapped demand.

Also Read: How embedded finance is powering business growth with fintech

Tech & Media: The new age of high-performance devices

After years of cloud dominance, computing is moving back to the devices themselves. Local AI, smarter consumer expectations, and the need for speed and privacy are making high-performance hardware the new center of value. Brands like Apple, Samsung, Xiaomi, and Huawei that deliver AI-ready devices at the edge are leading the next wave of consumer tech.

For brands, this is a clear opportunity: invest in high-performance devices, edge computing, and AI-enabled features to meet consumers’ rising expectations for speed, privacy, and smarter on-device experiences.

Also Read : Top 5 AI products driving US consumer searches this black friday

What 2026 holds for brands

2026 won’t reward those who stick with familiar strategies. Success will come to brands that understand divergence, anticipate distinct consumer behaviors across markets, and move decisively to capture new opportunities.

On paper, the global economy may look sluggish, but the winners will be those who see the divergence, act on it, and embrace the new class of empowered, connected, and aspirational consumers.