State of Grocery Retail 2024 in Europe – Signs of Hope


Auteur: Eurocommerce and McKinsey
Bron: Eurocommerce

The report touches on key trends affecting grocery retail, including consumer behaviour, AI, digitalisation, sustainability and careers. It is based on interviews with four CEOs, a survey of more than 30 European grocery leaders, and a survey of over 12,000 consumers across 11 European countries. It is the fourth in a series of reports aimed at shedding light on the state of grocery retail in Europe.

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For the European grocery sector, 2023 was again all about inflation. Consumers tightened their purse strings’, which led to a drop in volume and significant downtrading. Grocery volume stopped decreasing towards the end of 2023 and even started to increase in some markets. If this trend holds, we expect overall grocery volume in Europe to return to growth in the second half of 2024. However, looking beyond this trend, there is a growing variation across European countries.

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