The fragmentation of the European retail sector is constantly growing, driven by increasingly diversified purchasing behaviors. This is highlighted by the new edition of the study Consumer Pulse by dunnhumby, which analyses the trends of large-scale retail trade in ten European countries, with the entry of markets such as Ireland, the Netherlands, Norway, Sweden and Denmark.
Among the key findings, trade tariffs have become the top concern for 67% of European consumers, surpassing inflation, the conflict in Ukraine and even climate change. Despite a decline in consumer confidence globally, Europe is holding up better than the US. In this context, purchasing behavior revolves around three pillars: private labels, discounters and coupons.
The report also notes explosive growth in specialty retailers, which have seen a 331% increase in footfall since 2023, outpacing supermarkets, hypermarkets and discounters. Loyalty needs vary across countries: some seek personalization, others simplicity, but everywhere the desire to save is paramount. European consumers are polarizing around drivers such as health, convenience and price. “Customer behavior is fragmenting,” says Marian Warm, VP Sales EMEA at dunnhumby. “To stay relevant, retailers need to be clear and demonstrate that they truly understand consumers’ needs.”
