First there were weighted blankets. Then came weighted stuffed animals. And then: a resurgence in hands-on activities like baking and crafting. Good old-fashioned game nights. Nostalgia-inspired décor, and even full-fledged grandma-core.
Products and activities that offer comfort and calm have been trending for a while. But consumers’ desire for comfort continues to grow. And it’s extending from stand-alone products and small moments of joy to more profound decisions about how they choose to live, who they do business with and how they want to be treated.
More Comfort, Please
In an uncertain world with an unrelenting pace of change, products that offer physical or psychological comfort continue to be in demand. In the home space, that can mean anything from scented candles or a comfy throw blanket to countertop organizing systems or a charming tea set.
Cooking and cuisine continue to be an important place where consumers look for contentment. In fact, the comfort experience in food is up 74% over last year, according to Tastewise’s 2026 food report.
(Interesting note: Comforting food isn’t limited to high-fat or high-calorie indulgences. Though macaroni and cheese tops this U.S. list, it also shows consumers finding comfort in well-balanced and filling dishes like grain bowls, hearty soups and the classic combo of grilled cheese and tomato soup.)
Taking Comfort to a Whole New Level
But today’s comfort equation is also expanding. Consumers are looking for ways to simplify their lives, according to Euromonitor, who selected “Comfort Zone” as one of their 2026 top global trends. Calm and control are the two main forces behind this trend, says Alison Angus, Euromonitor Head of Practice, Innovation Research, as “consumers are re-evaluating how they spend their time, money and energy.”
Looking ahead, WGSN is predicting that a consumer archetype called the Restorers will be 2028’s fastest growing cohort.
“The world keeps pushing for more. More noise. More speed. More screen time,” explains Clare Varga, WGSN VP of Content. “The Restorers are opting out of that logic. Amid digital saturation, climate anxiety, political tension and constant cultural noise, The Restorers will redefine value around restoration: emotional wellbeing, intentional living, longevity and a desire to buy less, but better.”
What It Means for Brands and Retailers
Going forward, helping consumers find comfort in an uncertain, busy world will mean more than just individual products and small moments of joy.
“For brands and retailers, the opportunity is to create experiences that protect people’s energy, support long-term wellbeing goals and earn a place in a more intentional life,” says a WGSN report.
Euromonitor shares a similar opinion. “Brands that cater to consumers and create a sense of stability have a real opportunity to become trusted allies,” says Angus.
In other words, those who look for more holistic ways to help consumers simplify their lives and slow down will be rewarded. That could include a wide array of adjustments or enhancements to how companies show up for and support current and potential customers.
Think about content (reliable information that speaks to long-term goals for wellbeing and intentional living), communications (marketing that is more supportive in tone than flashy), pricing/promotions (perhaps less frequent or with longer windows), shopping experience (seamless, calming, tactile) and customer service (what would make your shoppers feel supported and seen?).