Less noise, more choice: What drove FMCG decisions in 2024
In 2024, European shoppers made over 72 billion FMCG brand choices – a 1% increase from the previous year. That’s 72 billion moments of truth – each one a signal of brand strength, visibility, and relevance. The Brand Footprint Europe Report captures these moments – and the brands that won them.
Cautious calm: 2024 brought some stability, but uncertainty remains
Across Europe, household budgets showed signs of stabilizing in 2024. The share of struggling households fell to its lowest point in years – from 37% in spring 2022 to 32% in fall 2024 – with improvements across both Western and Eastern Europe.
But this didn’t translate into free spending. Shoppers remained cautious: private consumption stayed low, and savings rates remained high. Even as inflation eased, a slight uptick toward year-end reignited price concerns – especially for everyday goods.
While 2024 brought some relief, it fell short of a true recovery – and early signals from 2025 point to fresh challenges ahead. Throughout 2024, shoppers stayed sharp and selective. They didn't slash spending, but they weren’t ready to splurge either. Brands had to earn every choice – through clarity, consistency, and relevance.
Retail realities: Fewer trips, bigger baskets
Shopping frequency declined in nearly half of European markets – including the Netherlands and Denmark – while rising in others, such as Italy and Poland. Fewer trips meant fewer brand decision moments – making visibility and relevance at the point of choice even more critical. At the same time, average spend per trip increased in most countries, with only Denmark and Italy seeing a decline.
Discount formats remained stable or gained share in nearly every market, reinforcing their role at the heart of the shopper routine. At the same time, online FMCG shopping regained momentum, with 59% of European – turning to digital channels, especially for categories like personal care, home care, and staple foods. For brands, the message is clear: ensure availability and consistency everywhere – from shelf to screen – or risk losing relevance.
Grocery trade – Discount
Value shares of store formats FY 24 (%)
DK
PL
HU
...
BG
NL
RS
⬤ Discount
Source: YouGov European Retail Landscape Report FY2024 | Base: Tillroll or FMCG Total (depending on country)
Brand preference under pressure
Brand preference remained stable in Western Europe but dipped in Central and Eastern Europe (CEE), falling below 50% for the first time. Just one in three shoppers said they were willing to pay more for brands. In markets like Germany, the Netherlands, and Denmark, private labels gained share – driven by strong price-performance perceptions. While shoppers still recognize quality differences, especially in categories like personal care, the added value of brands must be clear and compelling.
Yet despite the pressure, many brands delivered. In fact, 51% of brands in Europe grew in CRP, and 59% grew in value. A clear, if modest, recovery after a tougher 2023, when fewer than half managed to grow by choices.
Growth didn't belong to any one tier: 53% of large brands, 52% of mid-sized, and 51% of small brands increased their CRP. In 2024, it wasn’t size that defined success, it was strategy.
