Fitter, greener, healthier: These are the new trends among European consumers

European consumers increasingly prioritise wellness and environmental consciousness, with one in four focusing on health issues while 28% adopt sustainable practices like reusing products and packaging, according to a new study by Dutch market research firm Innova.

The Dutch provider of global market insights' study claims that one in four European consumers focuses on issues like wellness and health.

It also states that generational differences shape health preferences. Younger groups privilege well-being, fitness, and beauty, while older adults prioritise weight loss and disease prevention.

66% of European consumers report adequate sleep, achieved through self-care, exercise and consuming nutritional food.

Consumers define healthier eating as prioritising fresh food, nutrition, portion control, and minimising snacking.

The study also found that a growing number of European consumers adopt conscious consumption habits to support the planet, with 28% reusing products and packaging.

Consumer trends indicate that young consumers aged 18 to 34 are increasingly adopting diets driven by environmental or social concerns, while others opt to grow their own food, compost waste, and recycle.

The report states that European consumers prefer to treat and reward themselves, with 48% opting for "everyday experimental moments of happiness. Family is a key factor for enjoying these moments".

The study also included insights into new trends in the social habits of young consumers aged 18-34.

Home and nature-focused places are gaining ground; dining at home for instance has become a trend "due to financial prudence," according to the report.

Consumer trends show that family and food remain key sources of connection for EU young consumers, while health-focused lifestyles lead to reduced visits to bars and pubs.