New YouGov study: price still dominates consumer behavior
A recent “Shopper Perspectives” study by YouGov shows that European consumers are increasingly balancing cost-conscious behavior with selective indulgence as they respond to ongoing financial pressure.
Price remains a dominant factor
Price remains the dominant factor in purchasing decisions, with many consumers actively comparing prices, seeking promotions, and buying in bulk. While traditional discounts are still the most important incentive, alternative offers such as cashback or free add-ons are becoming more appealing. At the same time, shoppers are allowing themselves occasional small treats, reflecting a desire for personal reward despite tighter budgets.
Private label products: gaining significant traction across Europe
Private label products are gaining significant traction across Europe. A majority of consumers are unwilling to pay more for branded goods, and many now view retailer-owned brands as equally or even more innovative. This shift is especially visible in the growth of premium private labels, suggesting that value and quality are increasingly being delivered by retailers rather than traditional manufacturers.
Customer engagement tools
Beyond pricing and assortment, customer engagement tools are becoming more influential. Loyalty programs, shopping apps, and digital lists are playing a key role throughout the customer journey—not only as savings tools, but also as ways to build trust and strengthen relationships between retailers and consumers.
Convenience: emerging as another major driver
More shoppers are prioritizing time savings and ease, with many already using self-checkout systems. Importantly, convenience is not just about speed but also about reducing mental effort, as consumers look for simpler and less stressful shopping experiences. This is also reflected in the growing demand for ready-to-eat and ready-to-drink products that fit easily into busy lifestyles.
Health and wellness: shaping purchasing behavior
A significant share of consumers expects health considerations to influence their future choices, driving growth in categories such as protein products, functional beverages, and personal care items. Increasingly, shoppers expect products to deliver functional benefits, not just affordability.
Emotional side of shopping
At the same time, the emotional side of shopping is becoming more important. Many consumers now find shopping stressful and expect retailers to improve the overall experience. Factors such as comfortable store environments, reduced noise levels, and clearer visual design can make a meaningful difference.
Challenges for retailers
Overall, the study highlights a dual challenge for retailers: consumers want strict control over their spending, but also a shopping experience that feels easy, pleasant, and even inspiring. Those who successfully combine efficiency with a positive in-store experience are likely to gain a competitive advantage.