Shoppers are slackening their coping strategy

From a pandemic to the war in the Ukraine and the crisis in the Middle East, Europe has been experiencing a permacrisis over the past years, resulting in insecurity and inflation. Ever since the start of the cost-of-living-crisis, YouGov has focused on how shoppers deal with growing budget pressures, exploring how their needs, wants and behaviors are evolving.

This whitepaper summarizes the insights of our latest Behavior Change Report and our expectations, based on the most recent study at the end of 2023. This rolling analysis now includes 21 countries across Europe. Besides this report, we also rely on some of our other established sources, including our consumer panel insights, 
the 5th edition of the “Who Cares Who Does” Sustainability report, as well as the BG20 insights on brand growth meta-learnings. In addition, some case study examples emphasize the topics of brand differentiation and lifestyle change.