

European retail trends driving 2023
Affected, Concerned and Resistant





types
Not/only slightly worried about job or not working
55

% will do (much) less
Coping behaviors by category
% shoppers (much) more -/- (much) less





Struggling consumers are cutting spend on wellbeing areas (sports and beauty), and planning meals in advance to fit their budget — with a desire for healthy ingredients.






according to budget
#12 out of 14
coping behaviors

according to budget
#12 out of 14
coping behaviors


Online share for FMCG has decelerated after the COVID-led bump, but shoppers still appreciate saving aspects of online shopping
Online shoppers’ net sentiment
When shopping online.... (top2 -/- bottom2)
comparative prices
buy promotions
total spend
of delivery costs
I feel I spend more
than in a regular store
Hard Discount is the only channel type where shoppers overall plan to increase their shopping activity over the next 6 months
Net shopping intention by channel - next 6 months | % shoppers planning (much) more - (much) less activity
specialty
Clarity of purpose messages, by generation (%)
Emotional reactions to purpose ads, by generation (%)
Personalize promotions to drive top end of a lower range "premium substitutions" for "struggling" consumers, who are increasing in numbers and behavior intensity.
Shopping around is back, so it’s critical that your products are present wherever your target audience is now shopping.

Want more detail? In our latest Behavior Change white paper, our experts explain the big trends being seen and deep-dive into Ukraine, Romania, Germany and the Nordics (Sweden and Denmark).
Read our latest Behavior Change white paper