Every year, the Euromonitor Global Consumer Trends study becomes a key reference for anticipating changes in consumer behavior. At Birtum, we analyze these trends to understand how they influence the operation, organization and strategic decisions of our clients.
The study draws a clear profile of today’s consumer: they seek more control, transparency and connected experiences. However, what is most interesting is how these expectations translate into operational challenges for companies.
1. More demanding user experience
Consumers expect simple processes at every touchpoint. This forces companies to optimize their internal flows, from sales to logistics, to ensure speed and consistency. A well-integrated ERP eliminates friction in that experience and avoids the operational gaps that affect customer perception.
2. Active search for value and efficiency
The current economic environment leads consumers to weigh their purchasing decisions more carefully. For companies, this demands greater precision in cost management, sourcing and forecasting. Real-time visibility, backed by reliable data, becomes indispensable for adjusting strategies with agility.
3. Hyperconnected and multichannel consumers
It is no longer enough to be present on multiple channels; it is crucial that they all work as a unified experience. For many companies, this means integrating inventory, sales, marketing and customer service into a single platform that allows them to operate without duplication or inconsistencies.
4. Higher expectations around sustainability
For consumers, sustainability is more than a talking point: they demand consistency and traceability. This requires systems capable of providing detailed information on the product life cycle, impact indicators and auditable reports.
5. Data-driven personalization
Consumers value relevant and timely interactions. To achieve this, organizations need orderly, structured data accessible to sales, marketing and after-sales teams. Personalization is unfeasible if each area works with isolated information.
Why are these trends crucial for Spanish-speaking companies?
Operating in markets as diverse as Mexico, Argentina, Brazil or Spain means facing different economic and regulatory realities. Nevertheless, consumer expectations are more synchronized than ever. The companies that manage to unify their operation and make decisions based on reliable information are the ones that adapt best to this environment.
At Birtum, we believe that understanding these trends can be a practical guide to strengthen processes, increase competitiveness and prepare organizations for a future where efficiency and customer experience will be decisive.
If you would like to discuss how process digitalization can help you face these trends in your company, we will gladly accompany you.
If you would like to see the full report, you can consult it here: https://go.euromonitor.com/report-2026-global-consumer-trends.html