Categories: Consumer - Shopping

Why Global Shoppers Are Cutting Back Everywhere Except the Grocery Aisle

A new global survey shows shoppers pulling back on almost everything this year — except the one category they cannot avoid. According to AlixPartners’ 2026 Global Consumer Outlook, based on more than 13,000 consumers across nine countries, the gap between people planning to spend less versus more has widened to 18 percentage points, a jump of over 60% from the previous year.

Groceries hold up while everything else retreats

The survey, conducted between September and November 2025 across China, France, Germany, Italy, Saudi Arabia, Switzerland, the UAE, the UK and the US, found groceries to be the only spending category still growing, up 8% globally. Every other major category is shrinking: non-food retail purchases fell by 24 percentage points overall, and by as much as 44 points among shoppers aged 65 and older. Eating and drinking out dropped 21 points, and travel intentions slipped 9 points. The pattern echoes a broader consumer mood already visible in how fast-fashion retailers are adjusting to tighter household budgets as new fees reshape cheap online shopping in Europe.

Why restaurants are losing out first

Value perception, not just price, appears to be driving the retreat. Globally, 31% of consumers say they are not getting enough value for money when eating out, a figure that climbs to 39% in China. Meanwhile 65% of respondents point to lower disposable income as the reason they are cutting spending on non-essentials. The result is a consumer base that is not simply broke, but increasingly selective about where its money goes.

Groceries: +8% globally, the only category still growing
Non-food retail: -24 ppts overall, -44 ppts among consumers 65+
Eating and drinking out: -21 ppts, with 31% citing poor value for money
Travel: -9 ppts
Middle East (Saudi Arabia, UAE): the only region expecting a net spending increase, at +5 ppts

A regional divide behind the global average

The global figures mask sharp regional swings. China saw one of the steepest reversals, moving from a positive 10-point spending outlook in the previous survey to a negative 8 points this year. France came out as the most cautious market overall, with a net reading of -33 points. The Middle East stood alone as the only region anticipating growth, at +5 points, while younger consumers under 35 remained comparatively more optimistic about increasing their spending than older age groups. This kind of frugal recalibration also shows up in how households are treating their own living spaces, favoring personal, lived-in interiors over costly minimalist makeovers rather than big-ticket purchases.

What it means for households and retailers

For shoppers, the findings confirm a pattern many are already living: routine, essential purchases stay steady while discretionary spending gets scrutinized line by line. For retailers and restaurants, the message is blunter — price alone will not win back visits if customers do not feel they are getting value in return. Retailers able to demonstrate concrete value, rather than just discounts, appear better positioned to hold onto increasingly selective shoppers, a dynamic also visible in the broader eurozone inflation picture squeezing household budgets this year.

Frequently Asked Questions

Which spending category grew despite the overall pullback?

Groceries were the only category to grow globally, up 8%, since they represent a largely unavoidable household expense.

Which region is expected to buck the global trend?

The Middle East, led by Saudi Arabia and the UAE, is the only region anticipating a net increase in consumer spending, at 5 percentage points.

Why are consumers cutting back on eating out specifically?

Beyond tighter budgets, 31% of consumers globally say restaurants are not offering enough value for the price, a view shared by 39% of consumers in China.