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      KPMG’s Consumer Pulse is our quarterly snapshot of the UK consumer; helping businesses understand how sentiment, spending behaviour and market trends are evolving and what it means for them. By combining the views of 3,000 UK consumers, transaction data from more than 150,000 Snoop customers, and insights from KPMG specialists, it reveals both what consumers say and how they actually spend.

      The report explores shifts in share of wallet, category winners and losers and draws out the common themes of the leading players.

      Linda Ellett
      Linda Ellett

      Head of Consumer, Retail & Leisure

      KPMG in the UK

      Explore the insights – Q2 2026

      The 2026 Q2 results reveal a consumer balancing confidence with caution. Almost half of shoppers describe their own financial situation as "confident" or "comfortable", yet 60% believe the UK's economic outlook is worsening. Price remains the dominant purchasing driver, with many consumers reporting cutbacks in discretionary areas such as eating out, takeaway food and clothing. So how was this reflected in their Q2 spending?

      Top 10 trends shaping customer behaviour in 2026

      Value-Seeking and Budget Consciousness

      Ongoing economic uncertainty continues to influence spending behaviour. Consumers are selective with their spending; prioritising value.

      Trust-Driven Consumer Choice

      Consumers increasingly choose brands they trust. Retailers and consumer businesses that align with customer values, deliver consistently and build credibility are more likely to win consideration and loyalty.

      Omnichannel Retail Experiences

      Consumers expect seamless shopping journeys across stores, ecommerce, social platforms and digital channels. Integrated omnichannel experiences remain critical for growth and retention.

      Convenience and Speed Expectations

      Demand for faster, frictionless shopping continues to rise. From checkout to fulfilment, convenience is becoming a key differentiator in consumer and retail markets.

      Data Privacy vs Personalisation

      Consumers want personalised offers and relevant experiences but also expect businesses to protect their personal data. Success depends on balancing privacy, trust and value.

      The Always-On Digital Consumer

      Digital engagement is now constant, with consumers spending significant time across devices, platforms and media. Brands must remain relevant throughout the connected customer journey.

      Evolving Payment Preferences

      Digital wallets, contactless payments and alternative payment methods continue to reshape purchasing behaviour. Businesses must adapt to meet changing consumer expectations.

      AI impact on Brand Engagement

      Consumers increasingly discover, evaluate and engage with brands through AI-powered tools, creators and digital communities. Trustworthy, personalised engagement is becoming essential.

      Sustainability and Ethical Consumption

      Consumers expect businesses to balance convenience with environmental and social responsibility, but they won’t necessarily pay more for it.

      Health and Wellbeing Priorities

      Growing consumer focus on wellbeing is driving demand for healthier products, services and experiences. Businesses that support healthier lifestyles can unlock new growth opportunities.

      View the previous quarters

      In March, 62% of UK consumers told us they felt the economy was worsening (up from 58% in December), yet despite this over half of them say they are feeling secure in their finances. So how was this reflected in their Q1 spending?

      Check out the highlights in the snapshot or dive into the detail in the full spending report. Want insights personalised for your business? Get in touch.

      In December, 58% UK consumers told us they felt the economy was worsening, yet despite this over half of them say they are feeling secure in their finances. So how was this reflected in their Q4 spending?

      Check out the highlights in the snapshot, or dive into the detail in the full spending report. Want insights personalised for your business? Get in touch.

      In September, 6 out of 10 UK consumers told us they felt the economy was worsening, yet despite this over half of them say they are feeling secure in their finances. So how was this reflected in their Q3 discretionary spending?

      We’ve got the insights in our latest Consumer Pulse snapshot, with extra details in the full spending report.

      When we surveyed consumers in June 2025, 58% of consumers still felt financially secure, so was that reflected in their discretionary spending?

      We’ve got the insights in our latest Consumer Pulse snapshot, with extra details in the full spending report.

      When we surveyed consumers in March 2025, 55% of consumers still felt financially secure, so was that reflected in their discretionary spending? Find out in our latest consumer pulse.

      Our consumer insights

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