The Future Consumer Report

Introducing adm Indicia's 'The Future Consumer'

The future 2026 is harder to predict than ever - not because they're unpredictable, but because they have multiple (often conflicting) influences and motivations at once.

Value-consciousness sits alongside a desire for premium indulgence. Scepticism about ingredient claims sits alongside genuine curiosity for new formats and flavours. The instinct to disconnect sits alongside a growing comfort with AI-driven personalisation. These aren't contradictions to resolve - they're the operating conditions brands now need to design for.

This report looks at five sector categories our clients operate in - FMCG, beverage, beauty, travel and automotive - and asks the same question of each: who is the future consumer, and what do they actually want from the moment they're standing in front of a shelf, a screen, or a stand?

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The Personas

Rather than a single evolving persona, what emerges in each category are several consumer mindsets running in parallel, often within the same person across a single shopping trip.

We've mapped 4 core personas per sector, grounded in the latest data, and translated each into what it means practically for brand activation, shopper marketing campaigns, and POS.

This isn't a forecast of where consumers might go. It's a working picture of where they already are, to show how act now, not next year.