The retail insider making consumer trends useful for small businesses

In a world where small business owners are drowning in data but still desperate for clarity, Sophie Eglin is throwing them a lifeline.

The founder of Market & Me has released a consumer trends report that democratises the kind of strategic intelligence that once only graced industry boardrooms.

After spending more than 20 years in retail, hospitality and leisure working with start-ups, independents and big names like Westfield and Transport for London, Sophie knows that access to insights can be the difference between sinking and swimming.

"There's so much information that gets thrown at you. This report is designed to feel more accessible."

And accessible it is.

Where major trend reports can run to 200 pages and cost thousands of pounds, Sophie's 2026 Consumer Trends Report distils the most critical shifts affecting retail, hospitality and leisure businesses into intelligence people can use.

The impact of the weight-loss drug revolution

Perhaps the most seismic shift the report flags is one many businesses are still ignoring.

Between 4% and 7% of UK adults are either already using or actively considering GLP-1 weight loss medication, and that figure is climbing rapidly.

An estimated 3.3 million UK adults are expected to use weight-loss injections in 2026, according to a YouGov poll.

GLP-1 users report prioritising smaller portions, lighter meals and higher-protein options when eating out, while GLP-1 use is also linked to lower alcohol consumption.

For hospitality businesses, this could sound like an existential threat. But Sophie sees it differently.

"Greggs are doing smaller portion sizes, Greggs of all places!"

Major retailers including Asda, Co-Op Food, Morrisons and M&S have released new lines of ready meals that many analysts believe are a response to the growing demand for nutrient-dense yet convenient food options.

Sophie adds:

"It's just about awareness and letting people know without scaring them. There is change happening, there is an impact, but data means you can get ahead of it."

Authenticity over perfection

Another trend Sophie emphasises is the death of perfectionism in brand-building.

"The theme that keeps coming up is really community and authenticity. More and more we're being fed information, and people just want to cut through the noise."

But she reckons it could be a gold opportunity, admitting:

"Authenticity can be a bastardised word. It's not creating a community because everybody's creating a community. It's meeting your customers where they're at and creating an environment where they want to spend time."

"If you're doing it for the purpose of 'if they're in the room and I can sell at them', are you being authentic? Or are you just wanting to gain extra information?"

Read Sophie's 2026 Consumer Trends Report

Experience as currency

While price-conscious consumers are tightening their belts, lower appetites don't mean reduced expectations.

Sophie pointed to last year's boom of concerts – Taylor Swift, Beyoncé, Pitbull – that were far from cheap to attend.

"But everybody got really glammed up. So, there's still shopping, but there's purpose behind that decision."

People are shifting their spending from consumption to experience, but smart businesses can bridge the gap, as Sophie explains:

"Could you do a cooking class which showcases the kitchen gadgets and then you upsell the kitchen gadgets at the end?

"It's about taking people on that journey with you rather than just saying, 'hey, buy this gadget'."

The tech tightrope

Sophie's report doesn't shy away from AI's dominance, but she offers a refreshingly practical take.

"AI is here to stay. It's how can we utilise these tools to help us do what we want to do better while still keeping that humanity in it."

Crucially, she points out that even businesses avoiding AI can't escape its impact.

"Your customers probably use it. So how can you make sure that your business is better optimised?"

In everything from search to customer service, understanding how AI surfaces information is now essential, not optional.

From corporate to community

Sophie started Market & Me because she saw too many brilliant business owners being left to figure things out alone.

She now works with founders through one-to-one coaching and strategy sessions. Her philosophy is:

"The business doesn't exist without the person. So it's really important that the founder can grow with it."

That means building businesses that are "run by them rather than it running them", a vision that's particularly relevant when outside forces feel overwhelming.

What advice does Sophie have for businesses that might want to use data on trends?

"Take one or two things, do them really well and then come back and do another one or two things.

"This report will have too much information. You should read it and almost cherry-pick from it."

The power of proactive planning

What makes Sophie's approach revolutionary isn't just what she shares, but how she frames it.

"It's flipping that mindset of there's something exciting here rather than I'm concerned."

In an era where every headline seems to herald doom for small businesses – rising costs, changing consumer behaviour, technological disruption – Sophie's report is a masterclass in turning threats into opportunities.

"Times have changed. They will always change. I love that about them because it means there's always opportunity."

Sophie's report is freely available as a resource for Enterprise Nation members, and she offers free initial consultations for businesses looking to apply these insights to their specific context.

If you're feeling overwhelmed by the pace of change, Sophie's message is to understand your customer deeply, stay true to your values and pick your battles wisely.

"Everything in business comes down to really understanding your customer and the value within that. First, you need to understand your customer and how you're solving their problem."

Sophie's five trend tips

1. Prepare for the GLP-1 impact now. With millions more UK consumers expected to use weight-loss medications this year, don't wait to adapt.

   If you're a food business, consider smaller portion sizes, high-protein options and nutrient-dense offerings. This isn't a niche market, it's a fundamental shift in how people eat.

2. Be authentic, not performative. Community-building only works if it lines up with your brand's genuine mission.

   Ask yourself whether you're creating spaces where customers want to spend time, or just trying to sell to them. People can tell the difference.

3. Make experience part of the value. Consumers are prioritising experiences over pure consumption. Can you add an experiential element that enhances your product or service?

   Think cooking classes that showcase equipment, or tastings that educate while entertaining.

4. Optimise for AI search. Even if you don't use AI tools, your customers are using them to find businesses and make decisions.

   Make sure your website content, reviews and online presence are optimised so AI tools surface you when potential customers search for solutions you provide.

5. Focus on value, not just price. Different customers define value differently, quality, accessibility, ethics, convenience.

   Really understand what your specific customers value, then deliver that relentlessly.

Read Sophie's 2026 Consumer Trends Report