Fitter, greener, healthier: These are the new trends among European consumers

By&nbspJulián López & Olga Lavrentyeva & Euronews

Published on 11/09/2025 - 11:41 GMT+2

European consumers progressively prioritise wellness and biology consciousness, with 1 successful 4 focusing connected wellness issues portion 28% follow sustainable practices similar reusing products and packaging, according to a caller survey by Dutch marketplace probe steadfast Innova.

The Dutch supplier of planetary marketplace insights' survey claims that 1 successful 4 European consumers focuses connected issues similar wellness and health.

It besides states that generational differences signifier wellness preferences. Younger groups privilege well-being, fitness, and beauty, portion older adults prioritise value nonaccomplishment and illness prevention.

66% of European consumers study capable sleep, achieved done self-care, workout and consuming nutritional food.

Consumers specify healthier eating arsenic prioritising caller food, nutrition, information control, and minimising snacking.

The survey besides recovered that a increasing fig of European consumers follow conscious depletion habits to enactment the planet, with 28% reusing products and packaging.

Consumer trends bespeak that young consumers aged 18 to 34 are progressively adopting diets driven by biology oregon societal concerns, portion others opt to turn their ain food, compost waste, and recycle.

The study states that European consumers similar to dainty and reward themselves, with 48% opting for "everyday experimental moments of happiness. Family is simply a cardinal origin for enjoying these moments".

The survey besides included insights into caller trends successful the societal habits of young consumers aged 18-34.

Home and nature-focused places are gaining ground; eating astatine location for lawsuit has go a inclination "due to fiscal prudence," according to the report.

Consumer trends amusement that household and nutrient stay cardinal sources of transportation for EU young consumers, portion health-focused lifestyles pb to reduced visits to bars and pubs.