In October 2025, we published our Global retail trends 2026 report, identifying seven critical trends that would shape the future of retail. From AI-driven transformation and evolving consumer behaviour to operational resilience and new growth models, these trends were forecast to define the strategies of the world's leading retailers throughout 2026.

Now, as we reach the halfway point of the year, the question is clear: how much progress has the industry actually made?

In this mid-year review, we assess how retailers across global markets have responded to the seven trends we highlighted, examining where meaningful momentum is being created, where expectations are falling short, and which opportunities are emerging as the biggest drivers of growth, profitability, and long-term relevance.

For retail leaders navigating an increasingly competitive and disruptive landscape, this provides an essential benchmark of where the industry stands today, and where it is heading next.

Robust retail: Cybersecurity becomes retail’s frontline

We expected cybersecurity to shift from a siloed IT function to a board-level strategy priority.

Cybersecurity has become a boardroom priority across retail in 2026. Industry leaders such as Walmart and Ahold Delhaize continue to invest heavily in technology resilience, security monitoring and risk management as cyber threats become more sophisticated. Meanwhile, retailers impacted by major attacks in 2025, including Marks & Spencer and Co-op, have accelerated efforts to strengthen their technology estates, simplify infrastructure, improve incident response capabilities and build greater operational resilience following highly disruptive breaches.

However, cybersecurity remains a moving target. The rise of AI-powered phishing, identity attacks, ransomware and supply-chain vulnerabilities means retailers cannot afford to be complacent. As attacks continue to evolve in scale and sophistication, ongoing investment in cyber resilience, employee training and third-party risk management will be essential to protecting customer trust and business continuity.

Find out more about how supply chains are aiming to become more robust in IGD’s Artificial Intelligence and cybersecurity report here.

Empowered by technology: AI as the engine of the retail revolution

We predicted that retailers will continue to use AI to drive profitability and efficiency through advanced strategies. We said that hyper-personalisation will become a key focus, delivering highly individualised shopping experiences by analysing diverse data sources to increase engagement and sales.

Agentic AI has helped achieve this in some markets, and has rapidly emerged as one of the most transformative developments in retail, fundamentally changing how consumers discover, evaluate and purchase products.

Amazon reports that more than 300 million customers have used Rufus, with the AI assistant contributing an estimated $12 billion in annualised incremental sales. Walmart has similarly seen strong engagement with Sparky, with half of its app users trying the tool and AI-assisted shopping sessions generating carts that are 35% larger.

While Carrefour has become the first major European retailer to deploy an agentic AI shopping assistant, adoption across Europe remains in its early stages, creating significant opportunities for retailers and brands.

As AI agents increasingly influence product discovery and purchasing decisions, understanding their impact on visibility, conversion and customer choice will become a strategic priority. To help the industry navigate this rapidly evolving landscape, we have published a dedicated report on agentic AI in retail. Access the report here.

Reinventing retailer economics: Retail media comes of age

We boldly stated that over the next few years we will see certain retailers in certain markets reach a level of retail media maturity: the establishment of restrained, tried and tested and shopper-friendly networks of retail media touchpoints with proven success in driving accurately and consistently measured metrics such as sales uplift, new-to-brand, new-to-category and return on advertising spend.

We have documented the already vast array of in-store and pre-store retail media touchpoints available to brands in a couple of reports. The first, Media matters, set out our first iteration of touchpoint mapping, while the subsequent Tipping Point report provided an update as well as providing a glimpse into the future.

Changing consumer demographics: Retailers race to capture the world on their shelves

We claimed that the next phase of globalised flavours will go further, with clearer segmentation; strategies that reflect the depth and nuance of diverse communities; and

retailers curating more authentic ranges supported by storytelling and seasonal events. We said this will redefine how space is planned in-store and online.

A good example that we have seen of this is T&T Supermarket’s collaboration with Loblaw’s Fortinos banner in Hamilton reflects the growing role of Asian food culture in mainstream grocery, shaped by the area’s large Asian community and student population at McMaster University. While there is no standalone T&T store in the city, the combination of two Loblaw-owned banners extends the brand’s reach as T&T expands in Canada and the US.

The store is testing, for the first time, a fully T&T-branded aisle within a conventional supermarket, spanning grocery, fresh and frozen. It includes private label and branded products that would typically be stocked by a T&T store, now integrated into Fortinos.

The offer is clearly identified through T&T branding and bilingual signage, with strong category segmentation across ambient, chilled and frozen products, simplifying navigation and supporting shoppers who visit specifically for T&T products or to discover new items.

Get some inspiration from our June 2026 Store of the month: Vallarta Supermarkets, California, USA, that caters for a Latin American shopper.

Shifting channel dynamics: The convenience revolution

We highlighted that convenience retail is entering a pivotal phase, as some operators are pivoting away from grocery to focus on immediate consumption. 7‑Eleven US, is a clear illustration of this shift. It has announced plans to remodel more than 7,000 stores using its “New Standard” format. These remodels prioritise foodservice‑led layouts, expanded grills, refreshed fresh‑made and hot food ranges, and simpler store design. The stores are being positioned less as small grocery shops and more as destinations for immediate consumption. Checkout and preparation are being simplified, digital infrastructure is being upgraded, and space is being reallocated toward products that turn quickly and support food‑for‑now missions.

Żabka is another good example of this trend being implemented. It has expanded its hot food menu to include burgers, chips, and churros across over 12,000 stores. Sales are driven by app-driven meal deals and loyalty points that outpace rivals.

Find out more about how the global convenience channel is evolving in IGD’s Global convenience trends 2026.

Heroing health: Playing a meaningful role for more missions

We called out that retailers will serve a broader span of health missions, and do so in deeper and more meaningful ways. We highlighted that one emerging priority is the role retail will play in supporting weight loss drug users. Other areas with potential include life-stage, health goal and community-specific needs and interests.

GLP-1s are rapidly gaining traction across many global markets. However, it is mostly retailers in the UK and the US who have moved early on this and are providing shoppers with tailored support.

In the first half of 2026, we’ve seen retailers across the UK and US expand their offering of both products and services to meet the rising use of GLP-1 drugs. This is happening across all channels and across categories beyond food, as the side effects and impact of the drugs span a variety of products and needs.

To help businesses navigate this complex trend, IGD has created a knowledge resource on GLP-1s. You can access this resource here.

Responsible retail: The war on waste

We predicted that over the coming years, we expect retailers to increasingly prioritise reducing food and packaging waste both in the supply chain and within stores. By minimizing waste, they not only improve their chances of achieving their sustainability targets but also improve profitability and resource efficiency.

In the Netherlands, Albert Heijn is deploying AI demand forecasting alongside dynamic pricing to align production and stock levels with demand. ​

To reduce waste, bread items are gradually discounted throughout the day, reaching a peak of 70% off. The retailer expects the initiative will prevent two million kilograms of food waste a year, which will help it reach its goal of halving food waste across its operations by 2030.

If you want to know more about how retailers are acting more responsible you can access our in-depth insights into sustainability here.

Still time to act

Looking back at our seven predictions for 2026, it is encouraging to see that many of the themes we identified have become defining priorities for the retail industry. While the pace of adoption varies considerably, the direction of travel has been clear. The retailers making the greatest progress are already translating these trends into competitive advantage through stronger customer experiences, improved efficiency and new growth opportunities.

At the same time, there remains a significant gap between industry leaders and the wider market. Many retailers are still in the early stages of addressing these trends, creating substantial opportunities to accelerate their transformation programmes. However, with technology, consumer expectations and competitive pressures evolving rapidly, the window for action is unlikely to remain open indefinitely. Retailers that move decisively stand to benefit, while those that delay risk finding themselves at an increasing disadvantage.

Need an expert perspective on the future of retail? We can bring our global retail trends to life with real-world examples – perfect for main stage talks, boardroom sessions, or corporate events.

Email us today for a free consultation about your specific circumstances.