European shopper trends 2026

Protecting, distracting, or taking control: How uncertainty is reshaping FMCG shopping across Europe

European shoppers are navigating a complex mix of financial pressure and cautious optimism. While some households are starting to feel more secure, others continue to struggle – driving a clear polarization in spending power. Nearly half of consumers remain concerned about their budgets, with many expecting to cut back further as prices stay high.

This tension is reshaping decision-making at the shelf. Shoppers are becoming more deliberate – closely monitoring prices while still carving out space for small moments of indulgence.

At the same time, shifts in mindset are changing where and how people shop. Discount and online-first retailers continue gain ground, while expectations around product quality, affordability, convenience, and health are rising across FMCG categories.

What does this mean for your strategy?
Understanding evolving shopper behavior is key to staying competitive in FMCG and retail. Our bi-annual Behavior Change Report goes beyond what people buy to uncover why they buy – tracking how attitudes and behaviors shift across markets, channels, and key consumption moments.