Restaurants: Europe: breakfast out is up 10% among 17 to 29 year olds, while snacking now accounts for nearly 40% of all edible grocery
- InsightTrendsWorld
- Jun 13
- 11 min read
Why it is the topic trending:
Circana's "Eat Play Love" report highlights evolving food consumer habits in Europe in 2025.
Snacking now accounts for nearly 40% of all edible grocery value, with a 2.9% increase in sales.
Breakfast out is up 10% among 17 to 29 year olds.
The report emphasizes that indulgence in food is now about global flavors, quality ingredients, and acquiring cooking skills, not just basic sustenance.
European shoppers are managing spending by combining restaurant delivery for mains with grocery store purchases for sides.
There's a growing interest in balanced nutrition, including high-protein, high-fiber, immunity-boosting, mood-enhancing, and brain foods.
Despite cost-of-living pressures, environmental and social responsibility remain important factors for European food consumers.
Overview: A new report from Circana, titled "Eat Play Love," provides a snapshot of European food consumer habits in 2025. The report reveals a significant "snackification" of food, with snacks now making up a substantial portion of grocery value and often replacing or supplementing traditional meals. Notably, breakfast out has seen a significant rise among young adults. European consumers are also redefining indulgence, focusing on exciting flavors, quality ingredients, and culinary experiences. Despite economic pressures, there's a continued emphasis on value, convenience, balanced nutrition, and ethical considerations in food choices.
Detailed Findings:
Report Source: Circana's "Eat Play Love" report.
Snacking Prevalence: Snacks account for nearly 40% of all edible grocery value (€234 billion), up 2.9% from 2023.
Snacking as Meals: 13% of Europeans snack instead of a main meal, and 28% snack alongside.
Snacking Locations: 4 out of 10 snack products consumed outside the home are eaten at lunch or dinner.
Snacking Drivers: Convenience, fitting into the day, lifestyle needs, self-care (almost half of Europeans), wellbeing ritual (nearly half while watching screens).
"Snacking Meal" Spend: Up 4.5% in foodservice and 9.6% in retail foodservice (€64 billion combined).
Breakfast Out (17-29 year olds): Up 10%.
Reasons why breakfast out might be increasingly popular among 17-29 year olds:
Convenience for Busy Lifestyles: This age group often includes students with early classes or young professionals starting their careers. Grabbing breakfast at a cafe or restaurant can be a quick and easy way to fuel up before a demanding day, saving time on grocery shopping and meal preparation at home.
Socialization and Experiential Value: Eating out is often a social activity. Breakfast or brunch at a cafe provides a relaxed setting to meet friends, catch up, or even have informal work meetings or study sessions. This aligns with the broader trend of consumers, especially younger generations, valuing experiences.
Affordability: Compared to lunch or dinner, breakfast options at many establishments can be more budget-friendly, making it an accessible way for young adults to enjoy eating out without breaking the bank.
Variety and New Trends: Cafes and breakfast spots frequently offer trendy and diverse menus, including globally inspired dishes or innovative twists on classic breakfast items. This can appeal to a generation that is often eager to try new things and engage with food culture.
Treating Themselves: Even amidst cost-of-living pressures, the article mentions that Europeans are spending on "indulgent food moments that nourish both mind and body." Breakfast out can be seen as a relatively small indulgence or a way to start the day on a positive note.
Redefining Indulgence: Exciting global flavors, carefully sourced ingredients, acquiring new cooking skills.
Restaurant Quality Delivery: Savvy Europeans order mains for delivery and buy sides from grocery stores to manage costs.
Delivery Spend: €29 billion in the last year, up from €26 billion in 2023.
Balanced Nutrition Focus: Demand for high-protein, high-fiber, immunity-boosting, mood-enhancing, and brain foods.
Environmental and Social Responsibility: 26% prefer environmentally friendly options, 27% drawn to socially responsible brands. Desire for local sourcing and seasonal produce in restaurants.
Doggy Bag Importance: 20% see taking doggy bags home as important and an act of sustainability.
Key success factors of product (trend):
Convenience and Flexibility: The "snackification" trend is driven by the ease and adaptability of snacks to fit busy lifestyles.
Health and Wellness Focus: Consumers are increasingly seeking healthier snack options with added nutritional benefits.
Experiential Value: Food is no longer just fuel; it's about enjoyment, discovery, and new experiences.
Cost Management Strategies: Consumers are finding creative ways to enjoy restaurant-quality food at home without the full expense.
Ethical Consumption: Environmental and social responsibility continue to be important factors in food choices.
Key Takeaway: European food consumer habits are evolving towards greater snacking, a focus on health and well-being through food, and creative cost management while still seeking indulgence and restaurant-quality experiences. Convenience, flexibility, and ethical considerations are key drivers in these shifts.
Main Trend: The main trend is a holistic shift in European food consumption, moving beyond mere sustenance towards a more nuanced approach that incorporates convenience, health, experiential value, and ethical considerations, particularly evident in the rise of snacking and the evolving understanding of indulgence.
Description of the trend: The Conscious and Convenient Consumer: Reshaping European Food Habits
What is consumer motivation:
Busy Lifestyles: Seeking convenient and flexible food options that fit into packed schedules.
Health Awareness: Desire for nutritious foods with added benefits like high protein, fiber, and immunity support.
Emotional Well-being: Using food to boost mood and enhance everyday rituals.
Experiential Desire: Craving new and exciting global flavors and culinary experiences.
Cost Sensitivity: Managing spending while still enjoying quality food and dining experiences.
Ethical Concerns: Choosing food options that are environmentally and socially responsible.
What is driving trend:
Globalization of Food Culture: Increased exposure to diverse cuisines and flavors.
Focus on Health and Wellness: Growing societal emphasis on healthy eating and well-being.
Technological Advancements: Availability of online grocery shopping and food delivery services.
Changing Meal Structures: A departure from traditional three-meal-a-day routines towards more flexible eating patterns.
Economic Factors: Cost-of-living pressures influencing spending habits.
Environmental and Social Awareness: Increased consumer consciousness about sustainability and ethical sourcing.
What is motivation beyond the trend:
Enjoyment of Food: The fundamental pleasure derived from eating and trying new things.
Social Connection Through Food: Sharing meals and culinary experiences with others.
Personal Identity and Values: Food choices reflecting individual beliefs and priorities.
Description of consumers article is referring to:
Best Description: The article refers to European shoppers, specifically highlighting young adults (17-29) regarding breakfast habits, and a broader range of consumers in the UK, France, Italy, Spain, and Germany for overall food trends. These consumers are increasingly health-conscious, convenience-driven, value-sensitive, and ethically aware in their food choices.
European Shoppers: The primary consumer group analyzed in the report.
Young Adults (17-29): Specifically mentioned for increased breakfasting out.
Health-Conscious Consumers: Interested in nutrition and foods with added health benefits.
Convenience-Driven Individuals: Seeking easy and quick meal and snack solutions.
Value-Seeking Shoppers: Managing their spending while still enjoying quality food.
Ethically Aware Consumers: Considering the environmental and social impact of their food choices.
Who are the consumers implied by article:
Who are them: European shoppers across various demographics, with a focus on younger adults and health-conscious individuals.
What kind of products they like: Healthy snacks (high protein, high fiber, minimally processed), global flavor-inspired foods, meal kits, restaurant delivery (especially for mains), and ethically sourced/sustainable options.
What is their age?: Spans across age groups, with specific mention of 17-29 year olds.
What is their gender?: Not explicitly specified, likely a mix of genders influenced by the trends.
What is their income?: Influenced by cost-of-living pressures, suggesting a range of income levels but with a focus on value.
What is their lifestyle: Busy individuals seeking convenience, health-aware consumers, and those interested in culinary experiences and ethical consumption.
What are their category article is referring shopping preferences: Embrace online grocery shopping and food delivery, value convenience in retail and foodservice, and increasingly consider ethical factors in their purchases.
Are they low, occasional or frequent category shoppers: Frequent shoppers across both grocery and foodservice categories, with evolving preferences.
What are their general shopping preferences-how they shop products, shopping motivations): Motivated by convenience, health, value, experience, and ethics in their food-related choices.
Conclusions: European food consumers are becoming increasingly sophisticated in their eating habits, prioritizing convenience, health, experiential value, and ethical considerations while also being mindful of their spending. The rise of snacking and the evolution of meal structures reflect these changing priorities.
Implications for brands:
Innovate Healthy and Convenient Snack Options: Cater to the growing demand for snacks as meals and for self-care.
Offer Global Flavors and Quality Ingredients: Meet the evolving definition of indulgence.
Provide Value-Driven Restaurant-Quality Solutions: Explore hybrid models of delivery and grocery store components.
Emphasize Balanced Nutrition and Health Benefits: Highlight protein, fiber, and other functional benefits.
Communicate Sustainability and Ethical Sourcing: Address consumer interest in environmentally and socially responsible food.
Implication for society:
Shifting Food Culture: A move towards more flexible and diverse eating patterns.
Potential for Healthier Snacking: Opportunity for healthier snack options to displace less nutritious choices.
Increased Focus on Food Waste Reduction: Doggy bag adoption indicates a growing awareness of food waste.
Implications for consumers:
More Convenient and Diverse Food Choices: Wider range of options for meals and snacks.
Greater Control Over Spending: Creative strategies to manage food costs.
Increased Focus on Health and Well-being Through Food: More options catering to specific nutritional needs and preferences.
Implication for Future:
Continued Growth of the Snacking Market: Expect snacking to remain a dominant trend in food consumption.
Further Blurring of Lines Between Retail and Foodservice: Consumers will likely continue to seek flexible solutions across different channels.
Sustainability and Health as Key Decision Factors: These will likely become even more important considerations for food consumers.
Consumer Trend (name, detailed description): Conscious Convenience in Food Consumption: European consumers are increasingly seeking convenient and flexible food options that also align with their health, ethical, and budgetary considerations, moving beyond traditional meal structures and embracing snacking as a core part of their eating habits.
Consumer Sub Trend (name, detailed description): Experiential and Ethical Indulgence: The concept of indulgence in food is evolving to encompass the enjoyment of new global flavors, high-quality and ethically sourced ingredients, and culinary experiences, alongside a continued desire for traditional treats.
Big Social Trend (name, detailed description): The Transformation of Eating Rituals: Traditional meal times and formats are being redefined as consumers adopt more flexible eating patterns and integrate snacking into their daily routines, driven by busy lifestyles and evolving preferences.
Worldwide Social Trend (name, detailed description): Global Focus on Health, Convenience, and Sustainability in Food: Consumers around the world are increasingly prioritizing healthier, more convenient, and environmentally responsible food choices.
Social Drive (name, detailed description): Desire for Convenience, Health, Enjoyment, and Ethical Alignment: Consumers are motivated by the need for easy food solutions, the pursuit of well-being through diet, the pleasure of eating, and a desire to make responsible food choices.
Learnings for brands to use in 2025:
Embrace Snacking as a Core Category: Recognize its significance beyond just between-meal consumption.
Cater to the Demand for Healthy Convenience: Offer options that are both easy to consume and nutritious.
Highlight Ethical and Sustainable Practices: Communicate efforts towards environmental and social responsibility.
Provide Solutions for At-Home Restaurant Experiences: Meet the desire for quality dining in the home.
Strategy Recommendations for brands to follow in 2025:
Invest in Innovation for Healthy Snack Formats and Flavors: Develop new and appealing options that meet evolving consumer needs.
Optimize Online and Delivery Channels: Ensure convenient access to their products through digital platforms.
Communicate Transparency Regarding Sourcing and Sustainability: Build trust with consumers by being open about their practices.
Develop Meal Kits and Components for Home Dining Experiences: Offer solutions that bridge the gap between retail and foodservice.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of Conscious Convenience in Food Consumption is reshaping European eating habits, with a surge in snacking and a demand for health-conscious, experiential, and ethical options, urging brands and companies in 2025 to innovate in healthy and convenient snack solutions, optimize digital channels, and emphasize sustainability to cater to these evolving consumer needs and preferences.
Final Note:
Core Trend: Conscious Convenience in Food Consumption: Seeking easy, healthy, and ethical food options.
Core Strategy: Innovate Healthy Snacks, Optimize Digital Channels, Emphasize Sustainability: Meet evolving consumer demands.
Core Industry Trend: Transformation of Eating Rituals: Moving towards more flexible and snack-centric eating patterns.
Core Consumer Motivation: Desire for Convenience, Health, Enjoyment, and Ethical Alignment: Driving forces behind food choices.
Final Conclusion: European food consumers in 2025 are demonstrating a sophisticated approach to eating, balancing their need for convenience and affordability with a growing desire for health, ethical considerations, and enjoyable culinary experiences. Brands that understand and adapt to these evolving preferences will be well-positioned for success in this dynamic market.
Core Trend Detailed: The core trend of Conscious Convenience in Food Consumption in Europe for 2025 signifies a notable shift in how individuals approach their dietary habits, moving beyond traditional three-meal-a-day structures towards more flexible patterns heavily influenced by convenience, health awareness, and ethical considerations, all while being mindful of spending. This trend is characterized by the significant rise of snacking as a meal component or replacement, coupled with a demand for healthier and more ethically sourced options, and reflects a consumer who is both time-conscious and increasingly invested in their overall well-being and the environmental impact of their food choices.
Key Characteristics of the Core trend:
Dominance of Snacking: Snacks are no longer just between-meal treats but a significant part of daily sustenance.
Health-Focused Choices: Strong preference for natural, high-protein, and minimally processed foods.
Convenience as a Priority: Demand for easy-to-prepare or ready-to-eat options that fit busy schedules.
Value Sensitivity: Consumers are actively managing spending while still seeking quality and enjoyment.
Ethical Considerations: Growing importance of environmental and social responsibility in food purchases.
Market and Cultural Signals Supporting the Trend:
Proliferation of Healthy Snack Options: Increased availability of nutritious and convenient snack products in retail.
Growth of Online Grocery and Delivery Services: Facilitating easy access to a wide range of food choices.
Emphasis on Health and Wellness in Media: Public discourse and awareness around healthy eating and lifestyle.
Sustainability Initiatives by Food Producers: Brands increasingly highlighting their environmental and ethical practices.
Busy Lifestyles and Changing Work Patterns: Contributing to the demand for flexible and convenient meal solutions.
How the Trend Is Changing Consumer Behavior:
More Frequent Snacking Throughout the Day: Replacing or supplementing traditional meals with snacks.
Increased Reading of Food Labels: Consumers paying more attention to nutritional information and ingredient lists.
Greater Adoption of Online Food Shopping: Utilizing digital channels for convenience and variety.
Seeking Out Sustainable and Ethically Sourced Products: Making conscious choices based on environmental and social impact.
Implications Across the Ecosystem:
For Brands and CPGs: Need to innovate and offer a wider variety of healthy, convenient, and sustainable food options.
For Retailers: Should adjust their store layouts and product offerings to cater to the dominance of snacking and the demand for healthy and ethical choices.
For Consumers: Benefit from a greater selection of food options that align with their diverse needs and values.
Strategic Forecast:
Continued Dominance of Snacking: The trend of snacking as a significant part of European diets is expected to persist and likely grow further, driven by evolving lifestyles and consumer preferences for convenience and flexibility.
Health and Sustainability as Key Drivers: The demand for healthier snack options with added nutritional benefits and products that are environmentally and socially responsible will continue to increase, influencing product development and consumer choices.
Blurring of Retail and Foodservice Boundaries: Consumers will continue to seek versatile food solutions that bridge the gap between grocery stores and restaurants, with at-home dining experiences becoming increasingly sophisticated.
Technological Influence on Food Choices: Online grocery shopping and food delivery services will continue to shape how Europeans discover and purchase food, with potential for further innovation in personalized recommendations and convenient solutions.
Increased Focus on Value and Affordability: Economic pressures will likely lead consumers to remain mindful of their spending, seeking out value-for-money food options without compromising on health or ethical considerations.
Areas of innovation (based on discovered trend):
Development of shelf-stable meal replacement snacks with comprehensive nutritional profiles.
Creation of personalized snack subscription boxes based on dietary needs, health goals, and ethical preferences.
Expansion of ready-to-cook meal kits that emphasize global flavors and high-quality, sustainably sourced ingredients.
Integration of smart technology into food packaging to provide real-time information about nutritional content and freshness.
Establishment of localized food delivery services specializing in healthy and ethically produced snacks and meal components.
Development of mobile apps that allow consumers to easily compare the nutritional value and sustainability credentials of different snack products.
Creation of interactive cooking platforms that focus on teaching consumers how to prepare healthy and flavorful meals and snacks using convenient ingredients.
Innovation in sustainable packaging solutions for snacks that minimize environmental impact.
Final Thought (summary): The European food landscape in 2025 is being significantly shaped by the intertwined demands for convenience, health, and ethical consumption, with the rise of snacking and the evolving understanding of indulgence highlighting a consumer who is both pragmatic and increasingly conscious about their dietary choices and the impact they have on their well-being and the world around them.
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