Here's an uncomfortable truth for European grocery retailers: your shoppers are visiting you MORE - and spending LESS each time.
The latest data from McKinsey&C across 12 European markets shows shopping frequency is up +2.4% vs 2024. Sounds great, right?
Not so fast. Basket size is down -1.8% across the board. In Italy, it's -3.1%. In the UK, -2.8%.
Shopping missions have fundamentally changed. The weekly big shop is dying. Consumers are topping up, hunting deals, and cherry-picking value - especially with cumulative food price inflation of nearly +36% since 2019 weighing on every household budget.
The retailers still optimising for the large weekly basket are fighting yesterday's battle.
The winners? They're investing in:
- Proximity formats and convenience
- Strong private label across all tiers
- Personalised promotions that drive loyalty - not just footfall
- Frictionless top-up shopping experiences
The data is clear. The question is whether retail leaders are willing to act on it.
What's your read on where European grocery is heading?