Shopper Perspectives: How FMCG retailers can balance value, convenience, and joy

Rising costs, tighter schedules, and ongoing uncertainty are reshaping how European consumers shop. Todays’ shoppers are balancing careful spending with the desire for convenience and small moments of enjoyment.

Retailers play a central role in this balancing act. From delivering everyday value to creating inspiring store experiences, the retailers that succeed are those that understand how shoppers’ priorities are evolving.

This report explores key shopper priorities and behaviors shaping the modern retail journey and how retailers can adapt to meet changing expectations.

What’s inside the report

• Reality meets resilience: How shoppers balance practicality with enjoyment
• Building retail trust: What drives confidence in everyday shopping decisions
• The rise of frictionless retail: Why convenience is becoming essential
• From chore to cheer: Turning stores into sources of joy and inspiration
• Identity-driven shopping: How values shape consumer choices
• Shopper-centric retail: Why understanding individual needs creates advantage

European shoppers are increasingly balancing control and indulgence. While budgeting remains essential, convenience and small pleasures are gaining importance in everyday shopping decisions.

Grocery shopping reflects this shift. Hard discounters remain popular for value, while e-commerce continues to grow as a convenience channel. At the same time, selective indulgence is returning among households with more stable budgets.

Retailers that understand these dynamics can build trust, simplify the shopper journey, and create experiences that resonate emotionally with consumers.

Turn insights into action. Download the Shopper Perspectives report to understand the trends shaping European retail and identify opportunities to strengthen your shopper strategy.

Europe’s top FMCG retailers, ranked by consumer consideration.

Which retailers are already winning shoppers’ attention? The Retailer Rankings 2026 report, powered by YouGov BrandIndex data from millions of consumers, reveals which FMCG retailers are considered must by shoppers across key European markets