A new report from Euromonitor International revealed that more than half of global consumers experience moderate to extreme stress daily, yet only a fraction engage in regular stress-reduction activities, highlighting a growing “stress gap.

” The survey, conducted in February 2025 among over 21,000 respondents, also shows that two in five consumers feel constant pressure to complete tasks, underscoring widespread anxiety in everyday life.

Stress Amplifies Demand for Comfort and Calm

The findings suggest that consumers are increasingly seeking comfort, calm, and personal refuge in a fast-paced, uncertain world. Nearly one-third of those struggling with stress and anxiety reported severe impacts on their daily routines.

Persistent social and economic pressures, coupled with rapid technological change, have amplified feelings of overwhelm.

Shift Toward Simplicity and Practical Living

In response, Euromonitor notes that two-thirds of consumers are simplifying their lives, prioritising emotional clarity, practical routines, and control over what they can manage.

This “protection mode” mindset extends to sustainability, with the proportion of people who believe they can make a meaningful environmental impact dropping to 51% in 2025 from 56% in 2024.

Pragmatic purchases, such as air conditioners, have risen sharply across Europe, Latin America, and the Middle East and Africa, with global sales expected to surpass 189 million units by 2026.

Wellness-Driven Consumption Takes Center Stage

The research also identifies a shift toward wellness-driven consumption. Consumers increasingly choose products that promote relaxation, holistic wellbeing, and emotional comfort, with natural and less-processed ingredients gaining traction.

Euromonitor reports over 8,000 new products launched online between September 2024 and August 2025 with a natural claim.

Home environments are becoming sanctuaries for stress relief, aided by smart devices and sensory-focused products like scented candles, which are forecasted to exceed USD 3 billion in global sales by 2026.

Personalisation Gains Strong Momentum

Personalisation is another key trend, with 58% of consumers seeking curated experiences and 50% preferring products tailored to their unique tastes.

Companies that adopt hyper-personalised strategies, collaborate with authentic micro-influencers, and address niche consumer needs are better positioned to build loyalty and engagement.

Consumers Redefine Priorities Amid Volatility

Euromonitor’s analysis underscores a broader shift: consumers are balancing practicality with wellbeing, redefining priorities, and seeking products and experiences that foster stability, emotional security, and meaningful engagement in a volatile world.