Growth comes to brands who act

The 2025 edition of the Brand Footprint Europe Report shows once again: brand growth is possible – even in a fragmented, cautious, and politically charged environment. The brands that won didn’t just follow trends; they anticipated needs, adapted to shifting behaviors, and stayed laser-focused on what matters most to shoppers.

Penetration remains the ultimate growth lever. The Most Chosen FMCG brands – whether winning through health-forward innovation, local relevance, or emotional connection – found ways to stay visible, accessible, and indispensable. And they did it despite declining shopping frequency and persistent price sensitivity.

But the rules of the game are changing. Today, 44% of European shoppers believe their purchases can influence society – a belief strongest in Western and Southern Europe, and among Gen Z. By contrast, only 36% of Boomers and 38% of Eastern European shoppers share that view – a reminder that values-based consumption is powerful, but not universal.

The influence behind every purchase

Source: Behavior Change Spring ‘25

Political consumerism is rising, if subtly. In Denmark, where 36% of shoppers say they would boycott brands from certain countries, major US FMCG brands have already seen over 20% market value loss in Q1 2025. Meanwhile, a local alternative surged by more than 330% – fueled by a campaign rooted in Danish heritage.

Across the region, shoppers are more likely to act through positive support – buying local, choosing national products, backing small businesses – than through protest. But the shift in perception is real, and global brands must stay alert.

There’s no universal playbook. But one truth stands clear: growth belongs to brands that listen, act, and stay relevant – delivering value that goes beyond price. In today's FMCG world, where every choice counts, brands that listen and act will continue to earn their place in the basket.