Despite continuing to exercise caution in everyday spending, European consumers are increasingly willing to indulge in food-related moments of gratification that nourish both body and mind. This shift comes amid mounting concerns over global conflicts, climate change, and ongoing economic pressures shaping daily life.
But today’s food gratification is no longer about carbs, fats, sugars, or alcohol. Instead, it’s about exploring exciting global flavours, carefully selected ingredients, and even honing culinary skills. A well-curated meal kit can satisfy cravings just as effectively as a chocolate bar or tub of ice cream. Dining out has evolved too, becoming as much about socializing, ambience, and discovering new cuisines as it is about satiating hunger.
Circana’s “Eat Play Love” report offers a detailed snapshot of consumer behaviour in 2025, drawing on advanced technology, artificial intelligence, and comprehensive data from Europe’s grocery retail, foodservice, toys, and prestige beauty sectors.
THE RISE OF “SNACKIFICATION”
Snacking is no longer confined to in-between meals; it is increasingly replacing or supplementing traditional breakfasts, lunches, and dinners. Some 13% of Europeans report substituting a main meal with snacks, while 28% eat snacks alongside their meals. Notably, four out of ten snacks consumed outside the home now take place during lunch or dinner hours.
The definition of a snack has broadened dramatically, from crisps and chocolate bars to include pickles, boiled eggs, and frozen pizza. Consumers prioritize convenience and lifestyle fit over traditional classifications.
With a growing range of natural, protein-rich, and minimally processed options available, nearly half of European consumers now view regular snacking as a form of self-care. Seventy-three percent enjoy snacks while watching screens, and almost half consider it a wellness ritual. Spending on ‘snack meals’ rose by 4.5% in foodservice and 9.6% in retail foodservice, totalling €64 billion. Snacking now accounts for almost 40% of the total food product market, generating €234 billion in sales — a 2.9% increase (€7 billion) forecast for 2024 compared to 2023.
“Eating has transcended mere hunger satisfaction,” said Ananda Roy, Circana’s Senior VP of Strategic Insights for EMEA. “It’s about mood enhancement, excitement, and enriching daily rituals. Snacks exemplify this shift, becoming a deliberate, mindful purchase rather than a guilty pleasure.”
DELIVERING RESTAURANT QUALITY AT HOME
While delivery remains one of the most expensive ways to eat at home, savvy Europeans are using it strategically to enjoy quality restaurant dishes while managing costs. Many order only main courses for delivery, supplementing with supermarket-bought starters, desserts, and drinks, transforming a €120 restaurant experience into a €50 home meal while preserving much of the enjoyment.
This cost-conscious approach helps explain delivery’s resilience amid inflationary pressures, with spending on food and beverage delivery rising to €29 billion in the past year, up from €26 billion in 2023.
“Consumers seek control beyond ingredients,” said Edurne Uranga, Circana’s VP Foodservice Europe. “They monitor budgets, request doggy bags, and plan meals carefully. This is not merely frugality but empowerment. Emotional relationships with food are evolving, blurring the lines between grocery shopping and dining out.”
SHIFTING CONSUMPTION PATTERNS AND PRIORITIES
Circana’s report identifies several notable trends reshaping European food consumption:
- Rethinking Balanced Diets: In a chaotic world, rising health concerns spur consumers to take proactive control over their well-being. While natural products are favoured — especially in snacking — 38% believe industrial processing can improve taste, and 40% say it enhances accessibility.
- Big Chains and Traditional Retail Still Dominate: Europeans continue to patronise large chains such as Starbucks, Five Guys, Quick, and Pret a Manger, valuing the convenience, value, and reliable delivery options these operators provide over independents.
- Supermarkets’ Revival: After years of rapid discount store growth, supermarkets are regaining popularity. Unit sales at supermarkets grew by 1.6% in the past year, outpacing discount stores’ 0.8% growth.
- Sustainability Matters: Despite financial pressures, eco-conscious purchasing remains important — 26% of consumers prefer environmentally friendly options and 27% favour socially responsible brands. Although indulgence drives most restaurant visits, local and seasonal products are increasingly sought.
- The Doggy Bag Goes Mainstream: Twenty percent of Europeans now view taking home leftovers as an important sustainability practice. Saving money is the primary motivator, alongside reducing food waste. An additional 19% support donating leftovers to charity.