FMCG in Central & Eastern Europe: Trends, Insights, and Opportunities

FMCG in Central & Eastern Europe: Trends, Insights, and Opportunities

Ongoing market instability and a lack of predictability continue to shape how shoppers across CEE think, feel and shop. Affordability and security remain top of mind, following several years of cost‑of‑living pressure and uneven economic recovery across the region.

The Europanel Barometer based on data coming from YouGov Shopper panel shows that value growth in CEE is no longer driven by buying more, but by price effects. While inflation has moderated, volumes remain fragile, confirming that shoppers have not returned to the old purchasing habits. Growth today is driven by necessity rather than expansion.

The below graph presents the shift from volume‑led growth during COVID‑19 to inflation‑led growth with volumes still under pressure.

Household realities are increasingly polarized across CEE. A rising number of households are struggling to balance budgets, while a smaller group remains relatively comfortable. This divergence is clearly reflected in shopping behavior, from tighter baskets and fewer trips to more selective spending where emotional or practical value justifies it.

The analysis presented below shows a widening gap between financially pressured and more resilient households, underpinning diverging shopping strategies. In CEE the gap between the two groups is visibly larger than the one in Europe.

Despite some easing of inflation, stress levels remain high. Shoppers are therefore leaning into smart coping strategies rather than radical cutbacks. The data indicates that basket size and, to a lesser extent, shopping frequency remain the main levers shoppers use to stay in control. Volume pressure is driven mainly by basket size reduction, illustrating careful purchase planning rather than disengagement from shopping.

Control and predictability increasingly define what “value” means. Promotions and loyalty benefits that deliver immediate, tangible reassurance – such as an extra product, rewards or exclusive offers – help shoppers stay within budget while still feeling confident and rewarded.

This desire for clarity and trust is also reflected in channel choices. Discounters continue to gain value share across CEE, outpacing private label growth. This shows that shoppers are not motivated by low price alone, but by simple, reliable value propositions and retail formats that feel easy to navigate in uncertain times.

In today’s uncertain CEE environment, winning means helping shoppers feel confident and in control – by making value instantly clear, choices simpler and every shopping decision feels like a smart one.