For years, economic optimism has been viewed as a signal that consumers are ready to spend again. Rather than forgoing purchases altogether, consumers are increasingly switching to lower-cost alternatives, highlighting a mindset centred on maximising value rather than simply spending less. Fifty-nine percent can comfortably cover their monthly expenses, showing that confidence is real, especially in China and India, but that confidence isn't converting into spending. Confidence may have returned, but familiarity alone is proving less persuasive as consumers become more selective about the brands they welcome into their budgets. Related articles:Ramadan 2026 sees Indonesians move from survival to intentional spendingNearly 80% of consumers willing to pay more for brands they trustHow rising costs are reshaping SEA mums’ spending