As the Iran war brings economic disruption to global consumer markets, Euromonitor looks back at previous crises – the 2008 global financial crisis, the COVID-19 pandemic and the war in Ukraine to understand how each of these crises changed consumer markets.
In 2026, travel faces its worst operational disruption since the pandemic, while food producers grapple with transport-driven inflation and shortages of key inputs, such as fertilisers and CO2. Learning from previous crises, companies will need to strategically absorb some rising costs instead of burdening crisis-weary consumers, recognising that consumers will place increased value primarily on price but also on trust, authenticity and locality. Those companies that recognise and respond to crisis-influenced behaviours will be best equipped to navigate the impact of the Iran war.
Entering fourth major disruption to consumer markets in nearly 20 years
The 2026 US/Israel-Iran war marks the fourth major economic disruption to.....
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