A study by NielsenIQ shows that grocery buying patterns in Europe are becoming more fragmented in how consumers shop, not just in how many large retail chains operate. French households, for example, now visit an average of nine different grocery outlets over a given period, even if they rely on one or two anchors for most of their spend.

At the same time, broader industry observations indicate that shoppers in many markets are making more frequent trips with smaller baskets. In France, inflation‑linked behaviour has driven households toward tighter control of budgets, more frequent shopping and smaller purchase baskets per occasion. Kantar data also suggest that consumers are buying fewer items per visit but visiting stores more often, reflecting changing routines formed during recent economic cycles.

These patterns appear across several Western European countries, as consumers spread their trips across supermarkets, proximity formats and online channels, and increasingly select specialist outlets for specific needs. For manufacturers and private label teams, this means success depends on meeting shoppers at more occasions with right‑sized packs, tailored offers and strong visibility across formats.

According to a Euromonitor report “Voice of the Consumer: Sustainability Survey”, sustainability is becoming central to product development, even amid global SKU rationalization. In 2025, 63% of private label launches included at least one sustainability claim, surpassing the 60% average across all products. This reflects consumer demand for affordable, eco-conscious options and retailers’ push to position private label as credible, value-driven competitors.

Private labels are addressing traditional barriers—higher prices, unclear labels, and distrust—by making sustainable products affordable, transparent, and credible. Between Q1 and Q4 2025, private label’s share of e-commerce sustainable launches grew from 16% to 29%, with half of the top 10 sustainable launches now being private labels.

More than half of global consumers (53 per cent) are buying private label products more frequently than ever, according to IGD’s latest report, How brands can drive growth in challenging times. The report highlights how rising competition and changing shopper behaviours are reshaping the brand landscape.

Private labels have widened the price gap, reaching 86 per cent in 2025, while improved design and features are blurring the distinction between branded and own label products. Brands are also contending with diluted share of voice and increased category switching, making it more challenging to maintain sales volume.

Euromonitor International has revealed the top global consumer trends for 2026, offering a roadmap for brands navigating an increasingly complex market.

Consumers are redefining priorities. Comfort and simplicity are now essential as stress and uncertainty rise, driving demand for products that soothe, simplify, and inspire confidence. At the same time, self-expression is a powerful force—half of consumers actively seek products that reflect their unique identity.

Wellness is going professional. Scientific, premium-grade solutions are no longer niche; nearly half of consumers are willing to pay more for validated, high-tech health and beauty products. Meanwhile, East Asian brands, led by China, are reshaping global commerce with innovation, affordability, and seamless digital experiences—forecasted exports reaching 3.4tn euro by 2026.

For executives, the takeaway is clear: success hinges on emotional reassurance, authentic brand engagement, credible wellness offerings, and frictionless digital journeys. Brands that deliver on these fronts will not only meet consumer expectations—they’ll set the standard.

The global pet food market is projected to rise from €129 billion in 2024 to €227 billion by 2034, according to a new report by Allied Market Research. The study, Pet Food Market – Global Opportunity Analysis and Industry Forecast, 2025–2034, forecasts a compound annual growth rate of 6.1%, reflecting continued expansion fuelled by rising pet ownership, humanisation of pets, and growing demand for premium and functional nutrition products.

Dogs remain the dominant pet type, and dry food continues to lead the category due to convenience and longer shelf life. Specialised pet shops held the largest share of sales in 2024, though online channels are growing rapidly.

Market growth is underpinned by shifting household structures, higher disposable incomes, and increased focus on animal health. Around 95% of pet owners reportedly view their pets as family members, driving interest in premium, organic, and functional food options. 

A study by Simon-Kucher in Germany highlights that two out of three consumers actively consider food labels when shopping – but only selected labels inspire real trust and willingness to pay more. Conducted with 1,000 participants, the research found that 71% factor certifications into their purchasing decisions, with “organic” (75%) and “fair trade” (67%) among the strongest motivators. Product claims such as “sugar-free” (75%) and “natural ingredients” (80%) also influence choices, particularly among health- and sustainability-oriented shoppers.

While consumers are open to paying a premium for products that align with their lifestyle, price tolerance remains limited. Around 70% would accept higher prices for organic products, but overall, only 46% of consumers are prepared to spend significantly more. High markups are tolerated mainly for specific religious certifications, such as halal or kosher.

Spanish supermarket giant Mercadona has reinforced its position as Europe’s most revered retailer, according to the latest NielsenIQ data. So far in 2025, Mercadona customers have spent 37% of their total FMCG budget with the chain — the highest share of wallet across Europe.

The share of wallet indicator reflects the proportion of consumer spending devoted to a retailer, offering a clear measure of customer loyalty beyond market share.

Joining Mercadona in Europe’s top ten is another Spanish retailer, Consum, which ranks tenth with a 22% share. France’s E.Leclerc follows Mercadona with 32.5%, while the UK’s Tesco sits third at 29.2%. The ranking also features Carrefour, Intermarché, Esselunga, Coopérative U, Selex and Edeka.

However, NielsenIQ warns that customer loyalty is weakening as e-commerce and discount retailers fragment the market. Only two of the top ten have grown their share since 2023.

Circana’s report “Europe’s Innovation Pacesetters 2025” analyses over 75,000 new product launches and product innovations in 2024, covering food and beverages, household, personal care, baby and pet products. Point of sale data were used from 6 EU countries: France, Germany, Italy, the Netherlands, Spain and the UK.

Key findings are:

• The Covid Effect: Five years on, the aftershocks of the pandemic are dramatically re-shaping the innovation landscape. In 2024, the number of innovations declined by 20% in comparison with 2023. NPD has fallen since the pandemic, with between 15% and 17% fewer launches each year.

• Inflationary impact shows a mixed picture with sales down in most countries but pockets of positivity. In 2024, around 62% of new product launches struggled to deliver sales over €100,000 per SKU, compared to an average of 80% in previous years. The UK and the Netherlands saw the highest inflation of the EU6 in 2024 and therefore bearing the brunt of innovation declines in terms of value sales. 

“The hyper-connected store” report from IGD reveals that physical retail is being reinvented, not replaced. Despite widespread predictions of decline, traditional formats — supermarkets, discounters and convenience stores — are expected to retain 94% of global grocery market share by 2029, generating around €8.9 trillion in sales. Crucially, physical stores are forecast to add a further €1.6 trillion between 2024 and 2029 — proof that bricks-and-mortar retail remains essential, provided it embraces transformation.

The “hyper-connected store” puts technology at the heart of retail evolution. Advances in automation, AI, computer vision and robotics are already improving efficiency, reducing labour costs and elevating the shopper experience. IGD identifies three interlinked “power zones” for success: enhanced shopper experiences, empowered store teams and improved operations. Together, they form a digital flywheel that drives profitability, productivity and loyalty.

Family mealtimes are losing significance for Generation Alpha (born 2010–2025). According to a recent study by Cologne-based research institute Innersense, food for this age group is less about shared rituals and more about self-expression, experimentation, and self-optimisation.

Children increasingly eat alone or with friends, often preferring snacks or home-baked treats to traditional meals. While parents still provide guidance and healthy options, they aim to minimise conflict and grant independence, frequently relying on influencers, brands, and digital tools as modern parenting aids.