Nine trends will characterize the European grocery retail market in 2025 and beyond.
1
Low volume growth
0.2% volume growth expected in Europe through 2030, with a decline in Central and Eastern Europe and growth in Southern and Northern Europe
2
From private labels to private brands
1–3 percentage point increase in the share (sales value) of private labels in European grocery by 2030
3
Growing appetite for healthy food
7 percentage point increase in net intent to eat more healthy food among Gen Z shoppers, compared to 2024
7
European consolidation
>30% increase in grocery retail M&A activity in the last five years
8
The race to get tech right
2.9x higher shareholder returns for digital capability leaders versus peers
4
Ready to (h)eat: Catering to the no-cooking generation
77% of Gen Z shoppers purchase food-to-go monthly, compared to 33% of baby boomers
5
Unlocking a new level of customer engagement
4–6% potential uplift in revenue and retention through personalization
9
Retail media growth and professionalization
20% CAGR expected for retail media spending through 2030 in Europe
6
Sustainability: Scope 3—the challenge ahead
3 percentage point decrease versus 2024 in net intent of consumers to buy more environmentally friendly products