Euromonitor International has released its Top Global Consumer Trends 2027 report, drawing on data from Passport, the firm's AI-powered market intelligence platform. The company publishes its annual global consumer trends outlook based on analysis from the platform.
According to Euromonitor International, the central theme of the 2027 report is that consumers increasingly want to minimize uncertainty in everyday spending and maintain a greater sense of control over their purchasing decisions.
In South Korea, consumer behavior is shifting from a focus on value for money — known locally as "gaseonbi," or price-to-performance ratio — toward what the report calls "fail-proof choices." Amid high inflation and economic uncertainty, cautious spending has become the norm, and consumers are gravitating toward products that offer reliable quality at a stable price rather than simply the cheapest option. The trend is also reflected in growing reliance on AI-powered searches, a preference for proven bestsellers, taste-sharing communities and group buying — all part of a broader effort to find the "right answer" before committing to a purchase.
The five key consumer trends Euromonitor has identified for 2027 are: Shelf Assured (fail-proof consumption), Reluctant Reliance (the AI dilemma), Peer Powered (taste communities), Mode-Switching (on-and-off consumption) and Future Tense (an uncertain future).
South Korea's wellness market is also growing steadily. Rising interest in healthy lifestyles is expanding the market across food and beverage products as well as services. The country's wellness market is projected to reach $36.5 billion by 2027, an 18 percent increase from 2021.
Alison Angus, Euromonitor's lead for innovation, said consumers are looking for reassurance that their purchases are the right call. "Whether it's trust in a brand, confidence in AI, or a sense of belonging within a community, consumers are increasingly drawn to choices that feel reliable and within their control," she said.
Kim Chae-eun, a senior research analyst at Euromonitor, said South Korean consumers in 2027 are expected to mirror global trends, prioritizing fail-proof choices over the lowest price. "As more consumers use AI to search for information and then verify it through reviews and communities, it will become increasingly important for companies and brands to deliver consistent quality and trustworthy information," Kim said.
gorgeous@heraldcorp.com
