The European food market in 2026 – what do consumers really expect?

    Just a few years ago, the price seemed to be the main factor influencing consumer choices. High inflation, economic uncertainty and changing market conditions have caused many customers to start planning their shopping more carefully. Today, however, we may observe a much more complex picture of the European food market.

    The latest analyses show that the consumers are not reverting to their old habits. They are forming new ones. It is these new habits that will set the direction of the food industry’s development in the coming years.

    Value over price

    Although economic considerations remain important, it is more and more clear that the European consumers are primarily seeking value. For some customers, this means an attractive price, while for others it means high quality, exceptional taste, natural ingredients or products that fit their lifestyle.

    Market polarisation is becoming increasingly apparent. On the one hand, we have consumers who monitor their spending very closely, while on the other hand, there is a group of customers who are willing to pay more for premium, functional products or those offering additional benefits. We can also observe this phenomenon in the coffee and tea market where, alongside everyday products, there is a growing interest in the premium products and those that meet specific consumer needs.

    Convenience is becoming the new standard

    One of the strongest trends is the growing importance placed on convenience. Younger generations are increasingly opting for ready-to-eat products, ‘on-the-go’ solutions and products that save time.

    However, this does not mean compromising on quality. Quite the contrary. Modern consumers expect convenience to go hand in hand with a well-balanced composition, appealing taste and high product quality.

    This trend is evident in both the food and drink sectors. Consumers are more and more often looking for products that fit into their dynamic lifestyles, while also enabling them to maintain daily rituals and look after their well-being.

    A brand must offer something extra

    Another interesting phenomenon is the changing role of retailers’ own-label products. Until recently, they were mainly seen as a cheaper alternative to the products made by manufacturers. Nowadays they are increasingly competitive in terms of quality, innovation and range appeal.

    This is an important signal for the entire FMCG sector. Consumers no longer choose products based solely on their price or brand recognition. Authenticity, quality and the brand’s ability to respond to the consumers’ actual needs are becoming increasingly important.

    The future, therefore, belongs to companies that can build lasting relationships with consumers by innovating, understanding their expectations and consistently delivering value for money.

    Technology is changing the way we shop

    We are also at the forefront of the next stage in the digital transformation of commerce. Artificial intelligence is beginning to play an increasingly significant role for consumers, manufacturers and retailers alike.

    AI tools already help customers to search for products, plan their shopping and compare offers. In the future, they will be able to support purchasing decisions to an even greater extent.

    For businesses this means not only the need to invest in new technologies but, above all, to gain a better understanding of data and customer needs. Technology itself does not constitute a competitive edge. The advantage lies in the ability to use it to create better consumer experiences.

    The market of the future will belong to those who listen to consumers

    Although the European food market is entering a period of stabilisation, this does not mean that the change has come to a halt. In fact, changes that are taking place today are more profound than ever before. They affect not only products, but also lifestyles, shopping habits and expectations of brands.

    As food and drink producers, we must closely monitor these processes. Success will not depend solely on the size of operations or the strength of the brand. The ability to innovate, be flexible and build authentic relationships with consumers will become increasingly important.

    No matter how fast the technology advances, one thing remains constant: people and their needs are always at the heart of the market.