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A new report from Circana reveals a significant shift in European consumer behaviour, highlighting a growing appetite for indulgent food experiences that provide emotional and mental relief amidst ongoing economic and global challenges. The 'Eat Play Love' report indicates that while everyday spending remains cautious, there is an emerging trend of splurging on food, snacks and dining experiences that offer moments of joy and escape.

Key findings from the report

Shift toward snackification

The report underscores a notable trend toward 'snackification,' where traditional meal structures are being redefined. Approximately 13% of Europeans now opt for snacks as replacements for main meals, while 28% consume snacks alongside their meals. This shift reflects a broader acceptance of diverse options, with consumers increasingly viewing snacks – not just sweets – as integral to their daily nutrition.

The concept of snacking has evolved significantly, with nearly 40% of snack products consumed outside the home now being eaten during lunch or dinner. This trend indicates that consumers are experimenting with a wider variety of foods, including pickles, boiled eggs and even frozen pizza, as they seek options that fit their lifestyles.

In addition, high-protein, minimally processed snacks continue to gain traction, with almost half of respondents considering regular snacking as a form of self-care. This shift might illustrates a broader cultural change where snacking is no longer seen as a guilty pleasure but rather as a deliberate choice that enhances wellbeing.

“Eating is no longer just about satisfying hunger; it’s about boosting moods, adding excitement to every meal and enhancing everyday rituals,” said Ananda Roy, senior vice president of strategic insights and thought leadership EMEA at Circana. “The convenience, flexibility and variety offered by snack foods is a great example. Today, snacks are less a guilty pleasure and more a deliberate purchase.”

Rise in restaurant-quality delivery

Despite the higher costs associated with food delivery, spending in this sector has surged, with €29 billion spent on foodservice deliveries in the past year, up from €26 billion in 2023. This trend is particularly pronounced in the UK, where the foodservice delivery market grew to £9.7 billion, reflecting a 29% increase from the previous year.

Savvy consumers are creatively managing their budgets by ordering main courses for delivery while purchasing appetisers, desserts and drinks from grocery stores. This strategy allows them to transform a typical €120 restaurant visit into a more affordable €50 pizza delivery, preserving much of the enjoyment associated with dining out.

Breakfast and snacking trends

Breakfast is undergoing a transformation, with the number of breakfasts eaten out of home increasing by 3% in 2024, totaling 9.8 billion occasions. The report notes a 10% rise in breakfast outings among 17 to 29-year-olds, signaling a shift in how younger consumers engage with this meal. This demographic is increasingly opting for healthier choices, such as cereal and egg-based products, which are becoming more popular.

Simultaneously, snacking continues to thrive, with spend on ‘snacking meals’ up 4.5% in foodservice outlets and 9.6% in retail foodservice, contributing to a combined total of €64 billion. Sweet bakery items are experiencing robust growth across all dayparts, particularly during breakfast, where items like muffins and pancakes saw a 13% increase in popularity. Even though total lunch visits declined, sweet bakery items registered a 4% growth, indicating a persistent consumer preference for indulgent snacks.

Health and environmental concerns

As health issues such as obesity and chronic diseases become more prevalent, European consumers are increasingly proactive about their nutrition. There is a rising demand for foods that are high in protein and fibre, as well as those that boost immunity and enhance mood. Notably, 38% of consumers believe that processing can improve taste, while 40% assert that it makes products more affordable. This duality suggests that while there is a push for natural ingredients, many consumers still appreciate the benefits of processed foods.

Environmental responsibility remains a significant concern, with 26% of European consumers preferring environmentally friendly options and 27% drawn to socially responsible brands. This trend reflects a growing awareness of sustainability issues, as consumers increasingly seek local sourcing and seasonal produce in their food choices.

Mainstream preferences and the rise of the supermarket

The report indicates that mainstream food outlets and chains are dominating consumer choices, with many Europeans gravitating toward familiar brands like Starbucks and Pret a Manger for their value and convenience. This trend is evident in food retail, where supermarket unit sales grew by 1.6%, contrasting with a mere 0.8% growth for discount stores. Consumers are returning to traditional retail channels, seeking the reliability and variety that supermarkets offer.

Doggy bags and sustainable practices

The concept of taking home leftovers has gained traction, with 20% of European consumers now viewing doggy bags as important and an act of sustainability. While saving money is the primary motivation for requesting a doggy bag, the desire to reduce food waste also plays a significant role. Furthermore, 19% of consumers express interest in donating leftovers to charities, indicating a growing trend towards food sustainability.

Edurne Uranga, vice president of foodservice Europe at Circana, commented: “Consumers are watching their spending, asking for doggy bags and planning meal occasions carefully. This isn’t just budgeting; it’s a form of empowerment.”