Trend Value expands beyond price into fairness, trust, and emotion

Summary

Capgemini opens its 2026 consumer study by arguing that value can no longer be judged on price alone. Shoppers have grown more demanding and less forgiving, and they now weigh fairness, trust, and emotional reward alongside cost. Quality counts for more than before, and 64 percent of respondents regard shrinkflation as unfair. Health benefits, clean ingredients, convenience, and durability steer choices across many product categories. The report frames AI, trust, and emotion as the three forces redefining what consumers think deserves their money, time, and attention.