Conscious choices instead of reactions: what matters to European consumers today

This article is available for reading in Trade magazin 2025/11.

Consumer awareness and value consciousness have entailed growing interest in regional, domestic and health-conscious products. There has been no reduction in polarisation regarding the financial situation of European households. Although the proportion of households comfortably managing their disposable income increased in the 15 European countries surveyed between autumn 2024 and spring 2025 (+1.37 percentage points, 27%), slightly more people are struggling with everyday difficulties this year (+0.33 percentage points, 33%).

Demand for quality is on the rise

Consumers are increasingly willing to pay for quality, even as their interest in private labels remains unchanged and their sensitivity to promotions wanes. This spring four out of ten shoppers said they would rather buy what they like than what they need, and the proportion of those who pay more attention to quality than price has also augmented. 40% of shoppers plan to spend more on FMCG products and 23% have stopped hunting for promotions (vs. 20% last autumn). There is a striking difference between the purchasing behaviour of Generation Z and the older Baby Boomer generation. Shoppers aren’t just checking prices, buying smaller quantities and choosing local products to save money, but also to feel that they are in control.

Some consumers are confident

The duality of confidence and concern is increasingly apparent in consumer behaviour, as a result of the influence of political and economic uncertainty on everyday consumer decisions. Many people are preparing for harder times: 64% already have or would like to build up an emergency stockpile, and 48% believe that the current economic situation will further worsen their circumstances. However, it is encouraging that 51% of respondents don’t plan to change the way they have been saving so far and 36% don’t see the need for emergency stockpiling. Consumer concerns about price hikes appear to be subsiding, which could lead to a more balanced outlook across Europe for both FMCG products and out-of-home consumption. While hard discounters are benefiting from consumer restraint, convenience stores are under serious pressure.

Innovations are popular

The majority of shoppers are open to new products: 60% are happy to try new products, while 40% prefer to stick with tried and tested items. Trying out innovations is most often encouraged by samples, tasting sessions and information displays in stores. Consumers try to balance price, quality, health and preference for local products in their choices. They primarily make decisions based on practical, value-creating considerations, while gradually opening up to long-term values. Energy drinks, iced coffees and health drinks have made it into the five fastest-growing FMCG categories in several European countries. In Austria, Poland, Belgium and Romania, energy drinks are the fastest-growing category in terms of volume, while in Hungary, Serbia and Croatia iced coffee is growing the fastest.

Striving for simplicity

Consumers are becoming more conscious not only in their product choices, but also in their lifestyle decisions. More than 30% of them currently don’t consume alcohol, have returned to traditional household activities (e.g., cooking, cleaning) and are exercising on a daily basis. At the same time, more than 40% are open to a “zero waste” lifestyle in the future. These efforts point toward sustainability and responsible consumption, and consumers are counting on the support of manufacturers and retailers in this regard. According to YouGov, 29% of respondents clearly see the positive potential of AI to enhance the shopping experience, while 34% are concerned about the security of their personal data.