Consumption in Europe: pleasure stronger than crises
Last year, the Observatoire Cetelem Conso looked at the morale of Europeans, in a context where inflation dominated concerns.
A year later, the focus is on something unexpected: pleasure. Despite a difficult budgetary and economic environment, this pleasure remains the main factor in the purchasing decision, bringing to the consumer a satisfaction that goes far beyond the mere material aspect.
Conducted with Harris Interactive, this 10-country study of more than 10,000 people reveals a striking paradox: despite economic uncertainties, consumption is resilient, driven by a powerful and unexpected engine: pleasure.
The full study here.
The key points of the study in video
A rollercoaster morale, but strong consumption intentions
The first lesson of this study is that European household morale continues to recover after the shocks of recent years. Consumer intentions remain at a good level, suggesting a positive dynamic for 2025. However, in France, optimism is waning, probably because of recent political uncertainties.
In this context, consumer intentions remain strong, but prudence dominates: the savings rate remains high, well above pre-crisis levels. In France, it reached 18%, reflecting a desire for financial security in the face of an uncertain future.
Consumption through the lens of ecology
Europeans are increasingly critical of consumption: hyperconsumption, waste, overabundance, choice…
Yet there is a striking difference in individual perception:
- 73% of Europeans think society consumes too much
- Only 38% think they are themselves in this dynamic
Everyone sees himself as a more responsible consumer than the average, shifting responsibility for the problem to others.
Pleasure, the key driver of purchases
Despite its concerns, consumption resists with an essential motivation: pleasure.
When asked about the reasons for their purchases, Europeans said:
- Pleasure (73%)
- Comfort and well-being
- Economic considerations
For several years, the Observatoire Cetelem has observed a change in purchasing behaviour: less accumulation, more services and a search for more meaning in consumption. This trend seems to be strengthening for 2025 and beyond.
One thing is certain: while consumption is changing, it has not said its last word.
To find out about the full study visit the Observatoire Cetelem website.
