Circana Eat Play Love Report
New Circana Eat Play Love report highlights how Europeans are finding comfort and escape from a world of worry in the toy aisle. The research highlights how parents are using toys – especially collectibles and toys produced on license from films and cartoons – to shield children from the chaos of the times we live in.
Despite continuing to be frugal with everyday purchases, European shoppers are splashing out on joy – turning to snacks, beauty products and toys for comfort amid a backdrop of war, climate anxiety, and economic pressures that now shape daily life.
That’s according to Circana’s latest report, Eat Play Love, which reveals that consumers across Europe are prioritizing purchases that give them more control over their lives and offer mini moments of bliss. The data, drawn from Circana’s coverage of European food retail, foodservice, prestige beauty and toys, shows a striking shift toward self-soothing consumption.
European consumers become more selective
As European consumers become more selective about what they buy, they are channeling their money into luxury experiences, products and brands that deliver clear value, meaning or emotional return. More than ever, consumers are seeking opportunities to be playful, express themselves and become immersed in creative activities. Toys are a critical part of this trend for stress relief.
Toys for adults and teenagers ages 12 and up (kidults) now make up 31% of all European toy sales – double their share 10 years ago. The kidult market for toys is now worth €4.6bn, up from €3.6bn five years ago. If growth continues apace, by 2034 nearly 40% of all toys sold in Europe will be toys for teens and adults.