European retail trends driving 2024

In the wake of the multi-year permacrisis caused by the COVID pandemic and inflation, FMCG shoppers in 2024 are feeling more resistant and economically secure.

As budget concerns continue to decline from their peak of 51%, health, societal, and sustainability concerns are on the rise. As are a growing willingness to spend, choose higher quality, and purchase slightly more brands.

Dive into the latest shopper behavior and gain actionable recommendations to increase your chances of making it into consumers' baskets this year. Uncover shifting preferences, changing store choices, and the rising importance of health and sustainability concerns — plus five strategies retailers and manufacturers can use to stay ahead in the evolving FMCG landscape.

Download now to explore how Europe’s FMCG shoppers are adapting and discover opportunities for your business.

Understanding shifting shopper behavior is key to success in FMCG and retail. Our bi-annual Behavior Change Report goes beyond what consumers buy, uncovering the "why" behind their choices, helping your brand anticipate trends and adapt to evolving needs.