Shopping with intent: How conscious choices are shaping the FMCG behavior in DACH

We are living in an era of turbulence. A series of crises, from the pandemic and geopolitical conflicts to inflation, have left a deep mark on the consumer psyche. Although data from the Behavior Change Spring 2025 Report shows some easing of personal financial pressure (the number of households feeling financially comfortable is growing), over a quarter of the population in the DACH region (Germany, Austria, Switzerland) is still struggling. Adding to this, shoppers are uncertain due to a worrying global situation and intensifying concerns about the economies in their countries.

In response, the "once bitten, twice shy" consumers are actively adapting their behavior. Instead of passively “going with the flow”, they are taking control and putting their own intentions first. The skills acquired during times of crisis have armed them with a broad repertoire of strategies.

In this analytical brief we will examine long-term trends in shopping preferences and reveal how consumers in the DACH region are using their power of choice in these turbulent times.

The Shopping Process: smart and intentional, with a degree of freedom

Consumer coping behaviors reached a notable peak during the cost-of-living crisis in spring 2023. In the months and years that followed, these responses showed signs of easing. However, the latest data from YouGov indicates an emerging uptick, suggesting that shoppers across Europe may once again be turning to cost-conscious strategies.

While these trends are less pronounced in the DACH region, shoppers here continue to keep a tight grip on their budgets. Key strategies include:

• Price Monitoring: Our Behavior Change report identifies this as the number one strategy used by the vast majority of consumers in the region.
• Reducing Basket Value: Shoppers in the German shopper panel are increasing their shopping frequency, making smaller, more frequent trips to spend less per visit.
• Shifting to Private Labels: Preference for private label products in the DACH region holds steady at 63-64%.
• Hunting for Promotions: According to our shopper panel data, the value share of promotional goods in the shopping basket (FMCG excl. Fresh) has risen from 16% in 2020 to 24% in 2024 in Germany and from 32% in 2020 to 37% in Austria.

Another adaptive strategy is the increase in planning. While in Germany around 70% of purchasing decisions were still made at the point of sale back in 2010, by 2024 this figure had fallen below 50%.

We have studied this conscious approach to shopping in detail using qualitative methodologies and basket-based surveys. The results show that today's "smart shopper" combines purposeful planning with calculated elements of freedom. They have a plan and a list but are flexible enough to react to good deals or find alternatives if a product is out of stock. They value efficiency and established routines for mental comfort but allow for need-based curiosity when looking for a treat or some variety.

The Products: Functional and aligned with my values

However, being cautious does not mean trading down entirely. As our YouGov Behavior Change data shows, the willingness to spend remains stable in Germany and Switzerland and is even slightly increasing in Austria. But today, a brand name alone is no longer an advantage.

The price premium must be clearly justified. German shoppers are extremely sensitive to price increases, and if these are not communicated transparently, the reaction is increasingly negative. In 2023, 60% of consumers reported negative feelings about rising prices; by early 2025, this figure had climbed to 65%. In this climate, irritating consumers with a lack of price transparency is a high-risk strategy for any brand.

So, what are they willing to spend on? Asked about their plans regarding budget management, DACH shoppers reveal that the wellness and personal care sectors are areas where consumers plan to maintain or even increase their spending. In times of economic uncertainty, a product's benefit must be direct and tangible. The focus is on the self, and products are compelling if they deliver a real, personal advantage.

Based on the analysis of trend clusters in our German household panel, Health is the most dynamic trend, often manifesting in functional products. They are on the rise because they perfectly meet the needs of the "smart shopper" by providing a sense of control and a visible result.

But this desire for control isn't limited to personal benefits. It also extends to the broader impact consumers want to have with their actions. They are asking themselves: how does my choice at the checkout reflect my values and influence the world around me?

The impact of my actions: supporting over boycotting

This question brings us to the topic of social impact. 43% of shoppers in the DACH region believe their daily purchasing choices can have a significant impact on society. However, their approach differs from that of their neighbors. While boycotting is considered an effective tool in the Nordic countries, it is less popular in the DACH region. Here, there is a much greater willingness to create change through positive action: 53% of shoppers are prepared to choose local/regional products to make an impact.

The share of consumers who pay attention to the regional origin of their food is approximately 68% in our shopper panels in Germany and Austria—one of the highest rates in Europe. These shoppers also tend to have a higher average spend on FMCG.

The concepts of "regional" and "local" gained prominence during the pandemic with "support your local" campaigns and according to a German deep dive into the topic in 2021, are associated with a range of benefits:

• Personal motives: Freshness, quality, a sense of belonging, and control.
• Ecological benefits: Protecting nature, reducing food miles, and seasonality.
• Social goals: Community solidarity, preserving jobs, and upholding cultural traditions.

In the current geopolitical reality and a "my country first" mentality, localism fits the zeitgeist perfectly. As a future driver of demand, regionality is considered important by nearly a quarter of DACH shoppers, placing it 5 percentage points ahead of sustainability. Supporting something close to home feels more direct and tangible than the abstract goal of sustainability, which is often associated with sacrifice and a distant payoff.

Outlook and potential solutions

To build lasting loyalty with today's consumer, brands and retailers should focus their strategy on three core principles:

1. Be a genuine problem-solver: brands should show they are on the shopper's side. This means actively helping to solve everyday problems, rather than being perceived as solely focused on maximizing profit. In the current climate, demonstrating authentic value and empathy is the most direct path to earning a place in the consumer's carefully considered basket.
2. Provide an anchor of trust: today's shopper is confident and knows what they want; this feeling of control is more important to them than ever in turbulent times. Winning brands will be those that understand what truly matters to their audience and provide an "anchor"—a reliable sense of closeness, transparency, and trust that makes consumers feel secure and understood in their choices.
3. Lead with positive communication: especially in the DACH region, the tone of communication must be affirmative and positive. Our research shows that shoppers are more motivated by what they can achieve than by what they should avoid. Brands that frame their benefits around positive goals, empowerment, and accomplishment will resonate far more effectively than those that rely on messages of scarcity or sacrifice.

Understanding these multi-layered trends is the key to success in today's market. The findings presented here are just a snapshot of the deep analysis available in our shopper intelligence solutions and the Behavior Change Spring 2025 Report. This comprehensive analytical report provides exhaustive data and insights to help your brand adapt to the "smart shopper," build an effective price and communication strategy, and identify growth opportunities in a changing world.