Amid crisis and cost cutting fatigue, Europeans splash out on comfort and indulgence

Amid crisis and cost cutting fatigue, Europeans splash out on comfort and indulgence

PR Newswire

LONDON, June 12, 2025

New Circana 'Eat Play Love' report highlights increased demand for foods, toys and beauty products that provide mini moments of bliss and escape from a world of worry

LONDON, June 12, 2025 /PRNewswire/ -- Despite continuing to be frugal with everyday purchases, European shoppers are splashing out on joy – turning to mood-boosting foods, stress releasing toys, and nourishing beauty products – for comfort amid a backdrop of global conflicts, climate concerns, and ongoing economic pressures that now shape daily life.

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Circana's latest report, Eat Play Love, reveals that consumers across Europe are prioritising purchases that give them more control over their lives and offer "mini moments of bliss." The data, drawn from Circana's extensive coverage of European food retail, foodservice, prestige beauty, and toys, shows a striking shift toward self-soothing consumption.

As European consumers become more selective about what they buy, they are channelling their money into luxury experiences, products and brands that deliver clear value, meaning or emotional return. Sales of high-protein snacks, restaurant quality dining at home, mood-boosting fragrances, and stress-relieving toys are all in demand as consumer look at new ways to support their health and wellbeing.

"Long-held ideas about value and necessity are being rewritten as consumers reassess how they eat, play and look after themselves and their loved ones," said Anne Haine, European Head of Consumer Packaged Goods at Circana. "Brands that win in 2025 are those that understand this new consumer mindset – practical yet emotional, cautious yet indulgent."

The Eat Play Love report highlights more than 15 shifts and changes in tastes and preferences as Europeans re-evaluate what they truly want and need when it comes to eating, playing and loving themselves, including:

EAT:

"It's not about spending more or less, but spending better and in ways consumers can control themselves: buying fewer goods, planning purchases more carefully and avoiding food waste," said Ananda Roy, Senior Vice President of Strategic Insights, Europe at Circana.

"The desire for greater control goes beyond ingredients," said Edurne Uranga, Vice President Foodservice Europe, Circana. "Consumers are watching their spending, asking for doggy bags and planning meals carefully. This isn't just budgeting. It's a form of empowerment."

PLAY:

"In a world full of stress and uncertainty, play gives consumers essential moments of joy. As a critical act of self-care, playing with toys helps adults and their children unplug, recharge and self-soothe," said Frédérique Tutt, Global Industry Advisor for Toys at Circana.

LOVE:

"Beauty is no longer just about appearance, it's an emotional pick-me-up that people reach for daily," said Mathilde Lion, Chief Beauty Analyst, Europe at Circana. "Niche scents, premium haircare products and makeup with innovative textures are just some of the examples. Fueled by social media, beauty trends are evolving at break-neck speeds but there is no doubt that this focus on wellness and self-love is rewriting the European beauty playbook and set to continue well into 2025."

About Circana

Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana's predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behaviour driving it, and accelerate their growth. Circana's Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.

Eat Play Love methodology

This report leverages Circana's extensive coverage of European food retail, foodservice, prestige beauty, and toys covering sales of consumer goods across hundreds of categories, billions of SKUs across five European countries including the UK, France, Italy, Spain and Germany. Food retail covers six countries with additional data from The Netherlands. Consumer survey data is also included.

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For further information, please contact:
Teresa Horscroft at Eureka Communications
+44 (0)1420 564346
teresa@eurekacomms.co.uk

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