Seasoned shoppers, smarter choices: How European shoppers are recalibrating in 2026
Half of Europeans expect rising prices to hurt their finances this year, but unlike at the height of the cost-of-living crisis, that concern is no longer translating into panic. Price-checking, promotionhunting, and stockpiling have all eased from their peak, while small, justified indulgences are beginning to return to shoppers’ baskets.
Trust has become the real currency. Nine in 10 shoppers say it matters when choosing a brand, and four in 10 consider it essential. Unfair price increases, misleading claims, and poor service are among the fastest ways to lose consumer confidence, and once trust is broken, it is hard to win back.
Shopping habits are evolving too. One in two shoppers now uses AI to compare products, check prices, and navigate increasingly complex purchase decisions. At the same time, channels such as e-commerce, drug stores, and specialty retailers are gaining momentum. What other shifts are reshaping FMCG purchasing behavior, and where are shoppers finding new opportunities to balance value, wellbeing, and enjoyment?
What does this mean for your strategy? Understanding evolving shopper behavior is critical for staying competitive in FMCG and retail. Our bi-annual Behavior Change Report goes beyond what people buy to uncover why they buy, tracking shifts in attitudes, priorities, and behaviors across markets, channels, and everyday consumption moments.