{"id":8384,"date":"2021-07-20T08:00:00","date_gmt":"2021-07-20T16:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=8384"},"modified":"2025-10-07T12:29:32","modified_gmt":"2025-10-07T20:29:32","slug":"european-consumers-have-a-love-of-food-again","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/european-consumers-have-a-love-of-food-again\/","title":{"rendered":"European Consumers Have a Love of Food Again"},"content":{"rendered":"\n

Over the past year, I\u2019ve made three major changes to the way I shop for food. First, I\u2019ve switched from eating at restaurants or picking up takeout to primarily cooking at home. In addition, I buy much healthier foods now, and everything is clean label, organic, or grass-fed\/pasture-raised. Finally, I have my freezer stocked with frozen veggies (believe it or not, I had never bought frozen vegetables before the pandemic). Although my cooking skills are limited to a George Foreman Grill, frying pan, and a single three-quart pot, I\u2019ve really started to enjoy prepping my own meals.<\/p>\n\n\n\n

During my interviews with a dozen buyers who participated in ECRM\u2019s European Dry Food, Confectionery, Organic\/Bio & Free From Program<\/a>, I realized that these same trends are happening among consumers across the pond. While they may shop for food online more than I do \u2013 after all, I live in New York City with several food stores within a two-minute walk from my apartment \u2013 they are also focusing more on health and cooking at home. <\/p>\n\n\n\n

Indeed, according to a recent McKinsey & Company report, \u201cHow European Shoppers will Buy Groceries in the Next Normal<\/a>,\u201d a focus on healthy foods is a very important consideration in their weekly shopping, particularly among younger consumers. \u201cHome has been recast as the new restaurant,\u201d the report said, \u201cwith heightened health consciousness (though with some allowances, since home is also the new pub and new center of entertainment, reflected in skyrocketing sales of baking products, alcohol and snacks).\u201d<\/p>\n\n\n\n

Following are some key consumer trends I picked up from my buyer interviews, which, incidentally, will be very helpful for brands taking part in ECRM\u2019s upcoming Global Market: Food & Beverage, which includes many buyers from Europe among its participants.<\/p>\n\n\n\n

Consumers have a love of food again<\/strong><\/h2>\n\n\n\n

With many European consumers still stuck at home, their relationship with food and cooking from scratch has been reinvigorated, and most buyers I spoke with feel that this will continue long after the pandemic passes. \u201cOur customers have a love of food again,\u201d says Laura Strapp, Senior Buyer for Cotswold Fayre<\/a>, a fine foods wholesaler that distributes to approximately 2,000 retailers in the UK. \u201cThey are less price-sensitive, since they are saving money from not eating outside in restaurants, and they are once again interested in the tastes and textures involved with home cooking.\u201d<\/p>\n\n\n\n

Meeting with Laura Strapp of Cotswold Fayre during ECRM’s Euro Foods Programs<\/p>\n\n\n\n

Vegan reigns supreme<\/strong><\/h2>\n\n\n\n

Products with vegan ingredients were mentioned as the top consumer choice among virtually every buyer I spoke with, regardless of what country they were in. As part of their health journeys, European consumers are increasingly adding more plant-based foods into their diets. \u201cVegan is the name of the game,\u201d says Pall Hilmarsson, Managing Director of Iceland-based wholesaler Innnes Ltd.<\/a> \u201cWe\u2019re seeing a lot of flexitarians, who are vegan several days of the week and occasionally eat meat. January is now Veganary for a lot of people.\u201d<\/p>\n\n\n\n

Organic & other certifications gain in importan<\/strong>ce<\/h2>\n\n\n\n

That is not to say that organic foods aren\u2019t also still trending. In fact, most buyers I spoke with noted a spike in consumer demand for products across many types of certifications, including organic, non-GMO and Marine Stewardship Council. This is because at-a-glance they know they can trust the ingredients that are in the packaging, as the certification organizations have already validated them.<\/p>\n\n\n\n

We are seeing this similar trend toward certifications here in the U.S., and ECRM\u2019s product discovery platform RangeMe recently hosted a webcast on the benefits of certifications<\/a> for retailers and brands. They will also be hosting a panel discussion on certifications during ECRM Global Market: Food & Beverage. <\/p>\n\n\n\n

Overall, consumer focus is on cleaner eating, and European consumers are seeking food products with minimal processing and a limited number of ingredients. Anything that brands and buyers can do to help them find these products will be a win for everybody.<\/p>\n\n\n\n

Take a closer look at food and beverage ingredient standards in the EU and U.S. here<\/a>.<\/em><\/p>\n\n\n\n

Indulgence and comfort foods to deal with anxiety<\/strong><\/h2>\n\n\n\n

The boost in healthy food sales notwithstanding, European consumers are still partaking in the occasional indulgence. With the stress and anxiety caused by the pandemic, it comes as no surprise that sales of comfort foods, snacks, and candy (as well as booze) remain strong. Healthy snacks are trending among those who seek an occasional treat without guilt.<\/p>\n\n\n\n

Convenience for those tired of cooking<\/strong><\/h2>\n\n\n\n

For those people who don\u2019t want to cook EVERY meal at home, convenience and grab-and-go items are popular. Meal kits have been doing very well during the pandemic, especially among younger consumers who prefer not to spend hours in the kitchen. (Why would they do that, when they can be on TikTok instead<\/a>?)<\/p>\n\n\n\n

Sustainability <\/strong><\/h2>\n\n\n\n

Just as consumers are more interested in taking care of themselves, they are also more interested in taking care of the planet, and are buying more products that have sustainable claims on their packaging \u2013 or no packaging at all. \u201cThey want less plastic in the packaging, and even to avoid packaging whenever possible,\u201d says Sabrina Kruchen, Import Manager for Sales Plus GmBH<\/a> in Germany. \u201cThis is especially the case with dry foods.\u201d<\/p>\n\n\n\n

Online\/home delivery\/pick-up still growing<\/strong><\/h2>\n\n\n\n

Regardless of what they are buying, online ordering \u2013 whether for home delivery or pick-up at the store \u2013 has become a regular part of food shopping for European consumers, and those retailers that up their e-commerce game will benefit as many of these shoppers will continue to incorporate digital into their post-pandemic routine. <\/p>\n\n\n\n

In fact, many consumers in Europe turned to new online sources when their local retailers didn\u2019t have pickup or delivery services that met their needs. According to the McKinsey study, 15 percent of European consumers have shopped for groceries on a website that they have never used before, and more than half will continue shopping at those sites for at least some of their grocery needs. <\/p>\n\n\n\n

However, there are still those shoppers, like me, who prefer to visit the store to touch, feel, and smell the products, and as consumers shop for more healthy items (ie, produce, meat, and seafood), the brick-and-mortar store will continue to be a key source for many shoppers.<\/p>\n\n\n\n

Having the ability to combine the best of both worlds with a true omnichannel experience will help food retailers stay competitive in the coming years as shoppers expect shopping experiences that best fit their needs. <\/p>\n\n\n\n

ECRM Europe offers category-specific programs where brands, retailers and distributors can connect in highly-curated face-to-face virtual meetings. For more information, contact John van der Valk, ECRM Europe CEO, at jvandervalk@ecrm.marketgate.com<\/p>\n","protected":false},"excerpt":{"rendered":"

Learn more about the food and beverage trends that are gaining popularity with European consumers and how COVID has formed these trends.<\/p>\n","protected":false},"author":47,"featured_media":8385,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[2597,481],"tags":[224,1837,471,1829,37,259,2292,2291,1548,2290,2296,2293,2295,906,551,30,199,517,2294,2040],"class_list":["post-8384","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-insights","category-industry-trends","tag-candy","tag-comfort-foods","tag-consumer-packaged-goods","tag-convenience-stores","tag-cpg","tag-ecrm","tag-european-food","tag-european-food-trends","tag-food-certifications","tag-for-the-love-of-food","tag-grocery-pickup","tag-healthy-ingredients","tag-online-food-delivery","tag-online-product-discovery","tag-organic-food","tag-rangeme","tag-snacks","tag-sustainable","tag-sustainable-foods","tag-vegan-food"],"yoast_head":"\nEuropean Consumers Have a Love of Food Again - 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