European shoppers are under pressure, but Christmas is a ray of hope

They said that they now spend 18% more on FMCG products than back in 2019. 56% of shoppers have reacted to this new situation by only buying the most necessary things, and 31% said they buy less. Compared with 2019, today 16% more consumers shop in discount supermarkets. The report also sheds light on the fact that shoppers plan better with more details in mind: 71% are familiar with food prices, 62% use promotions and 81% go shopping with a list.

Price reigns…

It isn’t surprising that price has become the most important factor for shoppers, while other aspects have become less significant, e.g. 52% said sustainability was important for them in 2019, but by now this rate has dropped to 43%. Christmas is a ray of hope in this gloomy situation. NielsenIQ did a study with 7,600 participants in 8 countries, and this revealed that 66% of consumers adore Christmas; still, 28% of consumers will shop cautiously in the Christmas period, and 32% claimed they will buy more if there is a promotion.

…but Christmas is still about emotions

This year Christmas isn’t only about promotions and practicality. Emotions, charity, belonging together and nostalgia will play a key role. Consumers said they will spend 37% of their Christmas budgets on gifts. In most countries fashions items, beauty products, toys, gift cards and delicacies are at the top of the list. Brand and sympathy are more important here than price – still, 68% are waiting for Black Friday, shop for Christmas already now or profit from special discounts. //

This article is available for reading in Trade magazin 2022/11