C-suite barometer 2026: consumer sector highlights

• 78of consumer leaders have restructured teams to implement AI
• 72are increasing investment in acquiring new customers over the next 12 months
• 93of consumer leaders have added extra countries or changed targets in their expansion plans

The positive growth outlook for 2026 reinforces the sector’s steady resilience and constant strive for evolving their business to suit the times and their consumers. However, this optimism is now tempered by persistent constraints.

Economic uncertainty and increased competition were once again identified as the leading external factors most likely to hold back growth. To combat these, technology transformation dominates the C-suite agenda for 2026. It is the sector’s number one strategic priority, ahead of adapting to competition and tariffs, the pursuit of entering new products or services, and reviewing their supply chains. 

In this industry, artificial intelligence continues to rise sharply as a value-driven commodity: 37% of sector leaders cite AI as the most influential external trend to impact their business, surpassing even macro‑economic forces. We can now start to see the real impact, beyond previous speculation – companies are restructuring teams at pace with four in five having already done so to enable and optimise AI adoption. In fact, we can see the dual impact of AI in this area. While some roles are being replaced, new jobs are emerging alongside them. The overall effect is additive, not substitutional.

Investment patterns confirm this shift. Two‑thirds of consumer businesses are boosting both financial and human‑capital investment for 2026, with AI, customer acquisition, cyber security and process automation topping the list. Importantly, executives express confidence in returns on their technology transformation investments – the highest being from AI, cyber, automation and data connectivity, and signalling where leadership teams believe the next phase of competitive advantage will be forged.

Of course, consumer is one of the sectors most impacted by global tariff changes and trade dynamics, adding further complexity to the current climate. Encouragingly, four in five sector leaders feel confident navigating tariff‑driven cost pressures, though tariff volatility has forced meaningful operational change. Companies have adapted and responded by raising prices, redesigning their operations and offerings, improving cost efficiency and restructuring supply chains. The priority now is diversification – of supply chains, the markets they plan to expand and their operational capabilities.

International expansion is set to continue. The barometer shows a majority now plan to expand internationally in 2026, with France, Canada and Germany emerging ahead of the US as preferred markets. While a strong indication of growth ambitions, expansion brings challenges. Regulatory compliance, operational setup and local market entry remain the biggest barriers to successful expansion in this sector. Regardless, half of the sector’s leaders are pushing ahead and have added new countries to their expansion plans this year, underscoring the urgency to secure growth beyond home markets and despite uncertainty worldwide.

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