European Shoppers Embrace Comfort Purchases Amid Economic Challenges

Comfort in Consumption: European Shoppers Seek Joy Amid Turmoil

As the European landscape continues to grapple with economic uncertainties and global crises, there's a noticeable trend emerging among consumers: a willingness to spend on items that deliver comfort and joy, even as they remain cautious about their everyday expenditures.
According to the recent Circana report titled 'Eat Play Love,' Europeans are increasingly investing in mood-enhancing foods, stress-relieving toys, and luxurious beauty products. The data highlights a significant shift towards what many are calling 'self-soothing consumption,' as individuals seek emotional fulfillment through their purchases.

The Allure of Mood-Boosting Foods

In a world where everyday essentials take precedence, snack foods have taken center stage. No longer just sidelined between meals, snacks are increasingly replacing traditional courses. A staggering 13% of Europeans now opt for snacks in lieu of main meals. Furthermore, 28% indulge in snacking alongside conventional meal times. The trend has led to a remarkable 4.5% rise in expenditure on 'snacking meals' across foodservice outlets, with retail foodservice reflecting a notable 9.6% uptick, to an impressive combined total of €64 billion.

Interestingly, the pandemic's influence on dining habits persists. Consumers are transforming expensive restaurant meals into curated at-home experiences. For instance, a meal that would typically cost €120 at a restaurant can now be replicated at home for a fraction of the cost, enhancing both savings and enjoyment. Delivery services are thriving despite rising living costs, with spending in this area climbing to €29 billion in 2024 from €26 billion in 2023.

Moreover, the concept of doggy bags has gained traction. About 20% of European diners are now choosing to take leftovers home, driven not only by the desire to save money but also to combat food waste. Interestingly, a significant portion of restaurant-goers views taking leftovers home as an act of sustainability.

Play as Stress Relief

The importance of play has been redefined. Consumers of all ages are seeking emotional release, leading to a rise in the demand for toys catering to both children and adults. In fact, a new category of toys aimed at individuals aged 12 and older comprises 31% of all European toy sales, showcasing double the growth from a decade ago. If this trend continues, nearly 40% of toy sales in Europe could soon be attributed to adult consumers by 2034.

Parents are also becoming savvier, buying second-hand toys to navigate economic pressures while also striving for sustainability. Online marketplaces are thriving, with 32% of consumers having purchased toys from platforms like Shein or Temu in recent months. The collective return to board games as a form of entertainment in our screen-saturated society has led to a remarkable 12% increase in card game sales and a staggering 22% rise in adult-focused games.

The Beauty of Wellness

Fragrance has emerged as a vital mood enhancer. The market for high-end perfumes (priced at €150 and above) saw a 32% growth in 2024, while lower-cost body sprays also doubled in sales, indicating a diverse segment of consumers looking for affordable luxury.
Interestingly, the traditional lipstick index has transformed. Today's younger consumers show a clear preference for glow-enhancing products that offer skincare benefits, such as tinted moisturizers and setting sprays.

Moreover, the beauty industry is capitalizing on consumers' nostalgia with food-inspired aesthetics. From 'butter yellow' nails to 'cherry cola' lips, these trends reflect how deeply intertwined food and beauty have become.

A Balance of Indulgence and Restraint

As Anne Haine, the European Head of Consumer Packaged Goods at Circana, aptly states, “Long-held ideas about value and necessity are being rewritten as consumers reassess how they eat, play, and take care of themselves.” This sentiment encapsulates the essence of the current shopping landscape: consumers are not merely spending less or more; they are choosing to spend better, focusing on value, experiences, and emotional returns.

In conclusion, the findings from Circana's 'Eat Play Love' report highlight a remarkable transformation in European shopping behaviors. Amidst the backdrop of economic challenges, consumers are embracing comfort, connection, and joy in their spending choices, ushering in a new era of mindful consumption in 2025.