Trend Force 2: value priority spreads across income segments and categories
Summary
McKinsey's second force: the weight consumers put on value no longer sorts by income band or product category, and the advantage that once came from scale inside established channels has weakened.
Classification
Main topicMacroeconomy & Finance
Region menusGlobal
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-26 04:46:50
Evidence 2
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=3;section=Introduction: Two forces shaping the consumer sector 2026-06 accessed 2026-07-26
- Voice of the Consumer 2026: The rise of everyday health PwC page=6;section=Growth will depend on making health easier to buy 2026-06 accessed 2026-07-26
Observed signals 0
No objects.
Part of issues 3
- IssueBrand equity, scale, and distribution no longer guarantee competitive advantage1 trends · 0 signals
- IssueBrands must re-earn choice in a fragmented and mediated decision landscape1 trends · 0 signals
- IssueValue-first management moves procurement, product development, and supply chain to the centre1 trends · 0 signals
Relation types: constitutes
Public id: fm-65f653ff9d21