Every meal counts
European consumers are “trading down” when shopping1
European consumers perceive the quality of private-brand offerings as equal or superior to branded products1
Tighter budgets drive smarter, more mindful food choices.
Economic uncertainty and rising inequality are reshaping how people buy and eat. Value, affordability, and purposeful spending guide choices.
Consumers stretch budgets without sacrificing quality or nutrition, turning to private labels, home cooking, and nutrient-dense foods.
Food is no longer just fuel: it’s a source of well-being, dignity, and resilience, where every meal balances cost, health, and small moments of indulgence.
Images: I. Chobani. Nutrient-dense milk to address food insecurity.|II. Conad. Essential daily products at low fixed prices.
Sources: 1. McKinsey consumer sentiment research 2024.
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