In 2026, Consumers Worldwide Have Begun Buying “Less, but Better” | Toward an Era of Wellness and Real Results

Information current as of September 2, 2026.

In 2026, a major shift is taking place among consumers around the world. The keyword is “less but better”. According to retail analysis by Forbes in the United States, consumers are losing patience with unconscious waste and are becoming more rigorous in judging what has value for them. While overall spending is softening, categories tied to everyday joy and wellness continue to grow. Demand has not decreased; what has changed is the substance of demand.

The lipstick effect shifts toward wellness

The “lipstick effect” refers to small luxuries, such as lipstick, selling during economic downturns. Its modern version is said to be appearing more in the wellness aisle than in the cosmetics aisle. McKinsey’s 2026 consumer survey also names four currents redefining global consumption: the health revolution, the experience economy, technology-enabled purchasing, and consumers who use resources wisely.

Shopping moves into social media

The entry point for purchasing has also changed. Some analyses suggest that social commerce, or shopping on social media, is set to reach a scale of about 17% of online sales, and the boundary between entertainment and purchasing is beginning to dissolve. At the same time, trend forecasting agency WGSN analyzes that in an unstable world, consumers are drawn to “design that reassures them.” Rather than flashiness, they seek things that quietly support them. Here too, the spirit of “less but better” is present.

A tailwind for Japanese craftsmanship

This shift is a major tailwind for Japanese makers who have competed through honest quality rather than flashy advertising. As more consumers around the world choose “less but better,” the value of craftsmanship that reveals itself through use will rise. That is why we at Value Village continue to follow this trend.

Source: Compiled by the editorial team from 2026 consumer trend analyses published by Forbes, McKinsey, WGSN, and others.