November 11, 2024 – In Europe, consumers’ evolving lifestyles and choices are changing the food and beverage industry, driving demand for healthier, sustainable, and more convenient products that align with their values and daily routines. Innova’s 360-degree research into European consumer trends explores how consumer lifestyle habits, attitudes, shopping habits, and the ways in which consumers enjoy their social time impact the food and beverage industry.
Healthy Lifestyle Trends
A significant number (51%) of consumers in Europe are proactive in their healthcare, with 55% feeling at least somewhat self-sufficient in doing so. Feeling well and aging well are the key motivators for healthy living, while the young generations also target health to look good. Over the past year, 1 in 4 Europeans have taken significant action on their health, focusing on exercise, sleep, and dietary changes for both physical and mental well-being. These demonstrate multi-layered approaches to healthy living.
Regarding exercise, 69% of consumers are still only moderately active, and most prefer lighter everyday physical activity such as daily activities in the outdoors or incorporating activity into daily living. European consumer trends show that eating fresh and eating less are key dietary strategies for health. Europeans are over-indexed for interest in unprocessed products, which display health-focused habits across the region.
Sustainable and Ethical Living Trends
European consumer trends display that 58% of consumers are at least moderately engaged in environmental action. Minimizing food waste, recycling, and shopping local are the top actions taken by consumers. The British are most likely to notice eco-friendly packaging, while the Spanish lead in paying attention to environmental labeling. Europeans are over-index for seeking out seasonally appropriate foods and reducing meat and dairy consumption to help the environment.
Packaging claims influence consumers, but trust in these claims remains low, with 46% expressing little or no confidence in the messaging. Plastic pollution in the oceans and deforestation are high-profile concerns for consumers. In terms of ethical food shopping, supporting local is the top approach. Consumers have purchased local, buying fair trade, and choosing products that address animal welfare to be more socially or ethically responsible in their food choices.
Social Lives and Pleasure Trends
Around 2 in 5 Europeans are moderately or very socially active. In the past year, cost-effective socializing at home and outdoors has become more important, while coffee shops have gained more importance than restaurants. In contrast, visiting bars and pubs has become a less significant activity.
When seeking to treat themselves, Europeans focus on everyday moments of happiness or small, consumable treats like food and drink. European consumer trends reveal that spending time with family is the top source of pleasure, followed by me time and travel/holidays. Meanwhile, 1 in 3 Europeans prefer everyday consumable treats as rewards, valuing the emotional benefits such as mood boosts or stress relief, with the sensory experience being a secondary consideration.
Cooking and Eating Habits
Home cooking from scratch remains the most popular way to prepare meals, but convenience foods play a key role in European kitchens, with 28% of people using them weekly. Convenience comes in many forms; while 24% opt for heat-and-eat ready meals, 25% customize their meals by adding a homemade touch to convenience options.
Snacking is also a daily habit for nearly 2 in 3 Europeans, driven mainly by hunger. European consumer trends show that the UK leads in snacking, with 78% doing so daily, compared to 67% in France and 54% in Germany. Europeans are less likely than the global average to eat out or order in, with 26% and 21% doing so weekly, respectively. Quality, convenience, and value-for-money are the top drivers for foodservice choices, as consumers balance cost and their need for high-quality experiences.
Grocery Shopping Habit Trends
Grocery shopping in Europe remains an in-store activity, with 67% of Europeans visiting physical stores once or several times a week and 12% shopping daily. Online grocery shopping is less common, with only 1 in 5 shopping online weekly. European consumer trends reveal that younger generations, such as Gen Z and Millennials, are more inclined to shop online compared to older cohorts.
Supermarkets lead as the top choice for grocery shopping, though discounters is the top choice in Germany, where many of the top chains originated. The Spanish over-index for use of convenience stores and the French for markets. Motivations for store preferences vary among consumers. For instance, supermarkets offer more personal choice, discounters save money, and specialty stores and farmers’ markets win out on quality. Online shopping is valued for time saving and convenience, especially by those looking to avoid carrying groceries home.
The Digital Revolution Trend
Technology plays an evolving role in personal empowerment, with both positive and negative aspects. European consumers generally under-index global averages for the use of digital tools, although usage is increasingly popular, particularly among Generation Zs and Millennials. Nearly 1 in 4 Europeans use digital health resources like nutrition apps and supermarket scanning apps, while over 1 in 5 follow healthy eating hacks on social media. European consumer trends show that friends and family, and recipe books are the top two sources of food inspiration, followed by social media and digital video platforms.
In foodservice, technology adoption is rising with tools like contactless payments, QR menus, and restaurant apps becoming more common. While many consumers have embraced self-service checkouts in grocery stores, concepts like beacon technology and smart carts have yet to gain widespread attention. The ongoing integration of tech continues to shape both personal choices and the broader consumer experience.
What’s Next in European Consumer Lifestyle Trends?
Consumers are becoming more self-sufficient in healthcare, adopting multi-layered approaches that address their personal needs. This opens opportunities for brands to diversify functional food and supplements while also offering digital tools to empower consumers further.
In environmental action, reducing waste, improving packaging, and sourcing locally are top priorities. To support this, brands can offer flexible product sizes, enhance eco-friendly packaging, and boost local sourcing efforts. European consumer trends display that digital technologies are also playing a significant role, especially among younger generations, aiding in healthy living, home cooking, and food sourcing. As AI and other innovations advance, brands can leverage these tools to make everyday life easier, shaping a future where technology seamlessly integrates into consumer habits.
This article is based on Innova’s Now & Next in the European Consumer Lifestyle Choices report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
