European shopper trends shaping FMCG

Explore the trends driving European shopper behavior in 2025 and leverage these insights to boost growth, refine strategy, and stay competitive in your FMCG category.

Today’s FMCG shoppers are more diverse and values-driven than ever. Purchasing habits are shifting from reactive to conscious choices. While price sensitivity remains, health, sustainability, and support for local economies are increasingly shaping purchase decisions.

Discover shopper sentiments, spending intentions, and key factors influencing FMCG & retail across Europe. Based on YouGov's bi-annual Behavior Change report, this infographic reveals:

• How financial polarization is reshaping FMCG purchases in 2025
• Why quality is gaining importance – even as loyalty to private labels holds firm
• Whether consumers are ready to embrace AI in their shopping journeys

Find out which trends are transforming the European FMCG landscape and learn which habits are shifting, or staying resilient.