Confidence, branded struggles, packaging dilemmas: Consumer behaviour trends for 2025
New YouGov data reveals improving consumer financial situations, coupled with a ‘save-first’ mentality.
It may have a different name since its was acquired by YouGov, but the CPS GfK consumer panel is still a piece of regular research keeping abreast of changes in consumer confidence. Now in its eighth edition, Behaviour Change Fall 2024 surveys 90,000 shoppers across 21 European countries.
Here are four insights worth keeping an eye on as you plan ahead to 2025.
1. Consumers struggling less than at any other point since cost of living crisis began
The cost of living crisis has hit consumers hard across Europe, but there’s a glimmer of hope the worst is behind us. At the beginning of spring 2022, 37% of consumers in Europe reported they were struggling financially. Now that figure stands at 32%, with consumers in the Czech Republic, Netherlands and Austria even lower still.
