Health is reshaping the CEE consumer. Are you ready?

Register now to receive our Voice of the Consumer 2026—CEE edition at launch in September 2026.

Consumers across CEE are entering a new phase more confident financially, more focused on health and wellbeing, and more digitally engaged than before. These shifts are creating new growth opportunities and new competitive pressures for retailers, manufacturers, and health-related businesses. 

• Health and wellness are becoming primary purchase drivers, with strong demand for supplements, nutrition, and functional products.  
• Consumer spending is increasing, but remains highly price-sensitive and value-driven.  
• Dietary shifts are accelerating, with higher demand for fresh, natural, and less processed foods. 
• AI, wearables, and digital tools are shaping decisions, creating a new area for personalised offerings.