Consumers want to “experience” rather than “own”
For a long time, consumption was all about ownership and the associated status symbols. However, this now seems to be changing across Europe. According to the results of the latest Consors Finanz Consumer Barometer 2025, Europeans are increasingly looking for other forms of enjoyment and have different shopping goals. There is a greater focus on intangible goods than there was ten years ago. These include events, vacations, and online services. In contrast, the ratio of purchases of tangible goods in Europe is 43 to 37 percent (intangible/tangible).
Desire for enjoyment and socializing
Europeans prefer to invest in vacations and short trips. This is stated by around one-third of those surveyed. In second place in Germany are food and beverages (28 percent, Europe: 23 percent). Almost one in five people in Europe enjoy spending money on going out: restaurants, bars, theaters, concerts. Smartphones for digital consumption are at the top of the spending list for 17 percent of Europeans. Other entertainment items such as books, music, and comics are popular with 14 percent of Europeans.
The main thing is that it's uncomplicated and individual
For a long time, consumption was all about ownership and thus Not least, the coronavirus pandemic and the associated digitalization push have strengthened online consumption. This has not only accelerated the ordering and purchasing process. Thanks to powerful algorithms, the possibilities for tailored consumption have expanded significantly.
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