Consumer Compass (Europe Report)

Q3 2023 

Consumer 

Compass 

Europe 

savanta.com

Savanta Consumer Compass Europe Q3 2023 

Contents 

Introduction 3 

Objectives & method 4 

Consumer Compass opinion 5 

Consumer confidence 6 

Spending habits & inflation 17 

Industry Spotlight: Fashion 19 

Industry Spotlight: Eating out 24 

Summary 32 

Final comment 33 

2


Introduction 

Welcome to our quarterly European Consumer Compass. 

The goal of this work isn’t just to provide you with a snapshot 

of today’s consumers – it’s to help you understand how 

they’ll behave tomorrow. 

This report explores how consumers feel about their 

current and future spending habits, and examines their 

knowledge and awareness of topics that can be crucial to 

a brand’s success during periods of economic instability: 

sustainability, understanding of new technologies, and many 

others. 

This quarterly study surveys over 3,500 European consumers 

in the Netherlands, France, Spain, Italy, Germany, the Nordics 

(Denmark, Norway, Sweden), and the UK and will 

deliver: 

» A Consumer Confidence Index (CCI) linked 

to current and future spend across markets 

» Analysis of sectors-at-risk 

» A profile of differences across European 

markets. 

For brands that seek to be agile, proactive, and 

dynamic during this period of flux, the Savanta 

European Consumer Compass is an invaluable 

tool to help marketers and product owners 

alike Make Better Decisions. 

Alex Ward-Booth 

Research Director | Consumer 

3


Objectives & method 

Objectives 

» Measure Consumer Confidence (calculated based on 

3 main questions about projected confidence in the 

economy, personal finances, and job situations) 

» Understand & track current levels of confidence 

» Understand & track current spending habits and the 

impact of inflation 

» Assess which sectors may suffer in the upcoming 

quarter 

Method 

Online survey of n=3,500 consumers 

Fieldwork dates: September 2023 

Average interview length: 10 minutes 

Nationally representative sample (by market) 

» UK 

» France 

» Germany 

» Italy 

» Netherlands 

» Spain 

» The Nordics (Sweden, Norway, Denmark) 

4


Consumer Compass opinion 

Whilst there remain crucial variations between different markets, the consistent picture is that confidence, whilst 

improving, remains extremely fragile and brands will need to remain connected to the needs and concerns of 

consumers to benefit from the opportunities for growth which still exist 

Nikki Lavoie 

EVP | Strategy & Innovation 

Looking at the patterns, there are some notable observations: 

Consumer confidence remains fragile across 

European markets 

This is reflected in the latest performance in Germany and 

the Netherlands this quarter; they had been the strongest 

markets in terms of consumer confidence but have had a 

challenging Q3; suggesting that the road to recovery will be 

a long one. 

The UK growth trajectory remains slow and steady although 

confidence remains low in this market, in particular around 

job security. 

Consumer spending remains focussed on the essentials 

With a continued focus on essential outgoings such as 

petrol, utility bills and groceries, households are continuing 

to restrict spending in discretionary sectors. 

Fashion and Eating out are sectors where consumers are 

making significant sacrifices in their spending. Consumers 

remain active in both sectors but are adapting and 

becoming more strategic in their spending habits in order 

to make the most of restricted budgets. 

Opportunities remain for brands who can adapt to the 

new reality 

Whilst price and value remain key drivers for consumers, 

we believe that brands do not necessarily have to focus 

exclusively on lowering prices. 

Brands can influence spending by focusing on quality; 

providing consumers with longer-term value for money. 

Offers and promotions are also an important lever in 

bringing forward spending and attracting new shoppers 

into a brand. 

5


Consumer confidence 

6


Key insights by market 

Northern Europe 

United Kingdom 

Germany 

Netherlands 

The Nordics 

Confidence in the UK remains on an 

upward trajectory with an increase in 

disposable income, though improvements 

are slow, and scores remain in negative 

territory. 

Perceptions of job security have 

improved significantly in the latest 

period, with 1 in 4 UK consumers saying 

that they feel better about their job 

situation than a year ago. 

However, 1 in 5 UK consumers currently 

classify themselves as ‘sufferers’ and this 

proportion has increased significantly in 

the last quarter. Whilst there are some 

signs of recovery in the UK, consumer 

confidence remains fragile overall. 

German consumers were amongst the 

most confident last quarter, but whilst 

confidence in some of the weaker 

economies has seen continued growth, 

Consumer Confidence Index (CCI) in 

Germany has reached a plateau this 

quarter. 

Just under half of consumers feel 

that Germany is worse off than other 

European countries, and just 1 in 5 feel 

the government is doing a good job of 

handling the economy. 

However, the proportion of consumers 

who classify themselves as ‘squeezed’ 

has declined significantly this quarter, 

with a growth in the more stable resilience 

groups (‘insulated’ and ‘cautious’), 

indicating that Germany is on the slow 

and steady road to recovery. 

Following strong Q2 scores, numerous 

metrics have seen more volatility for 

Dutch consumers this quarter, notably a 

5-point decrease in CCI and a 9% drop in 

perceptions of disposable income levels. 

Nonetheless, confidence remains 

comparatively strong in this market, with 

only Spain outperforming the Netherlands 

for CCI and perceptions of disposable 

income. 

Perceptions around personal job situation 

remain strongest in this market in 

reflection of the Netherlands having the 

second highest employment rate (82.3%), 

above all other markets tracked. 

Our three Nordic markets have seen 

sustained growth across all key metrics, 

including CCI, perceptions of disposable 

income and job situations. 

Subsequently, there has been a drop 

in the number of Nordic consumers 

categorising themselves as ‘squeezed’ or 

‘sufferers’, indicating a growing resilience 

and confidence amongst consumers in 

these markets. 

Nordic consumers also feel relatively 

confident about their personal job 

situation, only 1 in 5 feel that their job 

situation is worse than a year ago, the 

lowest of any market tracked. 

7


Key insights by market 

Southern Europe 

Spain 

Spain’s Consumer Confidence Index 

(CCI) has reached its highest point 

this quarter, rising by an additional +3 

points. Young Spaniards are driving 

this confidence, with 39% expressing 

increased confidence compared to 27% of 

those aged 35 and above. 

Spain has also seen a significant increase 

in perceived disposable income, rising 

by 8 points to -5%, indicating greater 

financial flexibility and contributing to 

overall economic confidence. 

Despite positive indicators, Spaniards 

perceive their country as worse off 

compared to other European countries, 

with 59% agreeing; hinting that economic 

progress can still be made. 

Italy 

Italy’s overall economic confidence 

has decreased this quarter, with only 

15% of people feeling more confident 

compared to a few months ago. Millennial 

Italians are particularly insecure about 

the economy, with only 36% reporting 

confidence. 

Perceptions of disposable income levels 

have remained steady with a slight 

increase in the last year, while Italians feel 

better about their job situation, with only 

34% agreeing theirs has gotten worse 

compared to the previous quarter. 

France 

France’s Consumer Confidence Index 

(CCI) has reached its highest level in 

the past year, driven primarily by young 

people, with 18-34-year-olds scoring 105 

compared to 35+ scoring 80. 

Perceptions of disposable income levels 

in France have also increased, although 

it remains the second lowest among the 

markets studied, at -25%. 

There has been a significant increase in 

those strongly agreeing that France is 

worse off than other European countries, 

indicating that French consumers remain 

relatively pessimistic about the economic 

outlook. 

8


Confidence is 

returning slowly 

across most markets. 

Consumer Confidence Index (CCI) 

>100 = Positive 

100 = Neutral 


Though confidence in 

the economy remains 

fragile across markets, 

the UK has fallen back 

significantly this quarter 

strongly agree 

agree 

neither disagree/agree 

disagree 

strongly disagree 

Relative confidence in the economy 

Net — Sentiment (% agree – disagree) 

Significantly different at 95% confidence 

level from previous quarter 

-25 % -34 % -22 % -12 % -32 % -18 % -25 % 

5 % 5 % 5 % 6 % 3% 6 % 5 % 

21 % 15 % 19 % 23 % 16 % 21 % 21 % 

22 % 26 % 29 % 29 % 28 % 30 % 23 % 

32 % 36 % 29 % 24 % 38 % 29 % 29 % 

20 % 18 % 18 % 17 % 14 % 14 % 22 % 

Q: I feel more confident about the overall economic situation in the 

country than I did a couple of months ago: Please indicate how much you 

agree or disagree with the following statements. Total (c. 500 per market) 

France Italy Germany Spain Netherlands The Nordics UK 

10


Confidence in the 

economy has generally 

decreased, with only 

France and Spain 

seeing improvements 

from the last quarter 

0 

-4 

-8 

-12 

-16 

-20 

-24 

-28 

-32 

-36 

-40 

Relative confidence in the economy 

Net — Sentiment (% agree – disagree) 

Spain 

France 

-27 % 

-37 % 



-23 % -12 % 

-33 % -25 % 

Young Spaniards drive the 

country’s high levels with 

39% agreeing they are 

more confident while only 

27% of 35+ agree 

--44 

Q1 2023 Q2 2023 Q3 2023 

Q: I feel more confident about the overall economic situation in the country than I did a couple of 

months ago: Please indicate how much you agree or disagree with the following statements. 

Total (c. 500 per market) 

11


Perceptions around 

disposable income 

overall continue to 

improve in all markets 

except the Netherlands, 

where trends have fallen 

back after a period of 

significant improvement. 

Q. On balance, which of these best describes the situation for your 

household now, compared to this time last year? 

Total (c. 500 per market) 

0 

-5 

-10 

-15 

-20 

-25 

-30 

-35 

-40 

-45 

Disposable income levels 

Q4 2022 

Q1 2023 

Q2 2023 

Q3 2023 

NET: Perceived Disposable Income (% more than last year – less than last year) 

-41 % -39 % -32 % -24 % 



+8 +4 +1 +6 +8 -9 +11 

-25 % -26 % -18 % -5 % -16 % 

-14 % -13 % 

-18 % 

-24 % -27 

-30 % -29 % -27 % -29 % 

% 

-27 

-31 % -28 % 

% 

-33 

-32 % % 

-35 % -31 % 

UK France Italy Germany Spain Netherlands Nordics 

-15 % 

-1 % 

-10 % 

12


The Netherlands, Spain, 

and the Nordics all 

exhibit the highest level 

of confidence in their 

job situations. UK sees 

significant improvement 

vs. the previous quarter 

Current job situations 

Net — Situation (better – worse) 



-19 % -10 % -14 % -1 % -2 % -1 % -6 % 

3 % 5 % 4 % 5 % 5 % 7 % 10 % 

13 % 12 % 12 % 19 % 20 % 16 % 15 % 

A lot better than last year 

A little better than last year 

About the same 

A little worse than last year 

A lot worse then last year 

48 % 56 % 54% 51 % 52 % 55 % 45 % 

25 % 17 % 18 % 

15 % 17 % 15 % 18 % 

Q: How would you describe your overall job situation right now? 

Base: Total (c. 500 per market) 

10 % 10 % 12 % 10 % 13 

6 % 7 % 

% 


13


We track the progress of four groups – defined 

by socio-economic attitudes – to go further than 

demographics to understand consumer resilience to 

economic downturns. 

Insulated Cautious Squeezed 

Sufferers 

I’m aware of the problems in the wider 

economy but it has not really affected 

me personally 

I’m being a bit more cautious about how 

much I spend and saving a bit more 

I’m taking action to buy cheaper brands 

and/or going to less expensive shops 

I’ve cut all of the expenditure that I 

can because I’m really worried about 

the future 

16 % 41 % 25 % 17 % 

Least affected 

Most affected 

Q: Which one of these statements describes you best? 

Base: Total EU (circa 3,000 per wave), UK (circa 2,000 per wave) 

14


The proportion of 

“squeezed” consumers 

has decreased in 

Germany, the Nordics 

and UK. In Germany 

and the Nordics, this is 

driven by “cautious” and 

“insulated” segments 

increasing this quarter, 

indicating a gradual 

increase in resilience 

Resilience groups – Q3 2023 

Sufferers 

Squeezed 

Cautious 

Insulated 



19 % 16% 16 % 18 % 13 % 17 % 20 % 

27 % 25 % 25 % 21 % 29% 25 % 26 % 

40 % 47% 43% 43% 39 % 39 % 38 % 

14 % 12 % 16% 18 % 19 % 18 % 16 % 

Q: Which ONE of these statements describes you best? 



15


Spending habits 

& inflation 

16


We can map the impact of inflation against 

consumers’ net spend to understand which 

sectors are most at risk, and which are more 

protected. 

This quarter, most 

industries have 

remained in the 

same quartile, with 

fashion and eating out 

continuing to be our 

most affected sectors 

Impact of 

inflation 

Economic health by consumer sector 

Cost of living sector map 

Sacrificed 

Inflation impact high, spending much less 

Eating out 

Entertainment out of home 

Fashion 

DIY & home improvement 

Holidays 

Grooming & beauty 

Family days out 

Protected 

Inflation impact high but spending not impacted 

Eating in (take-aways) 

Groceries 

Utilities 

Petrol 

Insurance 

Alcohol (on-trade) In-home entertainment 

Alcohol (off-trade) 

Extra-curricular activities 

Phone contract 

Q. How significantly have recent price increases impacted your levels of 

spending in any of the following areas? 

Q. How much, if at all, have you changed your spending on the following, 

in the past year? 

Base: Total EU (circa 3,501 per wave) 

De-prioritised 

Gym 

Less affected 

Inflation impact low but spending still much less 

Inflation impact low, spending not impacted 

NET spend 

Note: Utility bills chart above shown axes as 'protected' with high impact of inflation and NET spend 

17


Industry Spotlight 

Sacrificed Sectors: 

Fashion 

18


More than half are cutting their fashion 

spending, with France and the UK cutting back 

most, reflecting their low confidence scores 

Have stopped 

spending on 

NET Spend 

of consumers across 

59 % 

10 % 

46 % markets have cut down on 

non-essential spending to 

save money, with fashion 

suffering the most 

49 % 

have spent less in this sector 

over the past 12 months. 

30 % 

2 % 

Q. Have you done any of the following in the last few months as a result of 

the rising inflation? | Q9_5. Fashion: How much, if at all, have you changed 

your spending on the following, in the past year? 

Base: Total (3,500) (c. 500 per market) 

Spending less on 

Spending the 

same on 

Spending more on 

Have never used/spent on 

9 % -50 % 

NET % stopped spending/spending less 

UK 

France 

The Nordics 

Italy 

Germany 

Netherlands 

Spain 

65 % 

64 % 

61 % 

59 % 

57 % 

55 % 

53 % 

19


There is a generational skew to fashion spending with older 

consumers more likely to have cut spending in this sector 

Fashion spend (L12M) 

By generation 

Spending more on 

Gen Alpha 

Gen Z 

Millennials 

Gen X 

Baby Boomers 

Silent Generation 

Spending the same on 

Spending less on 

Have stopped spending on Have never used/spent on 

NET Spend 

18 % 

34 % 33 % -26 % 

23 % 

30 % 

37 % 

2 % -22 % 

11 % 

30 % 48 % 

9 % 2 % -46 % 

-54 

6 % 31 % 51 % 

9 % 3 % 

% 

4 % 28 % 54 % 

12 % 2 % -61 % 

29 % 

11 % 4 % 

8 % 

53 % 11 % 

6 % -65 % 

Q. Fashion: How much, if at all, have you changed your spending on the following, in the past year? 

Base: Total (3,500), Gen Alpha, (172), Gen Z (302), Millennials (850), Gen X (979), Baby Boomers (1122), Silent Generation (75) 

*Caution – low base size 

20


We expect decreased 

spending to continue, 

though to a lesser 

extent with just 1 in 10 

saying they expect to 

spend more on fashion 

in the next 3 months 

Whilst we expect to see some small improvements 

in fashion spending over the next quarter, 

spending will remain in negative territory, with the 

majority continuing to cut back. 

Anticipated Spend 

Fashion (N3M) 

Anticipate stop spending on 

NET Spend 

-49 % -38 % -28 % -39 % -33 % -42 % -45 % 

14 % 14 % 15 % 

39 % 

47 % 

Anticipate spending less on 

Anticipate no change in 

my spending on this 

33 % 13 % 11 % 

Anticipate spending on more 

16 % 17 % 

35 

13 % % 35 % 

38 % 

42 % 39 % 36 % 

We expect spending to remain lowest in the UK 

and France. 

27 % 32 % 32 % 35 % 

12 % 15 % 20 % 11 % 12 % 9 % 9 % 

Q. Fashion: And how do you anticipate your spend on each of the following to change 

over the next 3 months (excl. don’t know) 



21


The increase in inflation across numerous markets 

has driven the rise of second-hand, feeding 

consumers’ need for value and sustainability 

A surge in the use of charity shops 

In the UK, where confidence scores are lowest, charity 

shops store income grew 15.1% in Q1 2023 vs Q1 2022, 

with average daily transactions also growing 12.4%* 

demonstrating a shift in shopping behaviours, and a move 

away from the usual high street retailers. 

Over a third (37%) are still spending on fashion monthly, 

and a quarter (26%) bi-monthly, showing there is still an 

appetite for fashion, but consumers are more strategic in 

their spending. 

The tipping point of second-hand platforms 

Second-hand clothing apps have also become increasingly 

popular for both buying and selling as consumers try to 

make more money where they can and save on spending. 

Vinted, a global second-hand clothing app, has seen huge 

growth since 2021, from 1.2 million members to 8 million in 

2023** 

Value missions driving sustainable behaviour 

Not only does second-hand service the consumer need 

for greater value, it also has secondary benefits as it 

supplements the desire to shop more sustainably. 

Whilst price remains the biggest spending influencer 

across markets, around 2 in 5 still place weight on 

sustainability when shopping, hence there are multiple 

benefits to shopping second-hand. 

Q. Have you done any of the following in the last few months as a result of the rising inflation? 

Q. How important is the following when deciding which product/service to purchase when shopping? 


* Source: https://www.thirdsector.co.uk/charity-shops-bounce-back-bumperfestive-sales-report/fundraising/article/1816591 

** Source: https://www.thedrum.com/news/2023/03/02/how-vinted-and-depopare-stepping-up-ad-spend-pre-loved-brands-tops-100m 

22


Industry Spotlight 

Sacrificed Sectors: 

Eating out 

23


Eating out has also 

suffered due to the 

economic downturn, 

with net spending levels 

down across all markets 

Eating Out spend (L12M) Net Spend: 

% spending more - spending less 

Q4 2022 

Q1 2023 

Q2 2023 

Q3 2023 

As with fashion, spending on Eating Out has typically decreased by 

most in markets with poor confidence levels – the UK & France. 

One exception is the Nordics, where spend is low on Eating Out, 

but confidence is high overall. However, spending on Eating Out in 

this market has fluctuated minimally and the perceived impact of 

inflation is low, suggesting that low spend is a result of social and 

cultural trends, rather than the economic environment 

All markets have seen improvements in spend over the last 12 

months, though levels remain negative 

-40 

-45 

-50 

-55 

-60 

-65 

-56 % -55 % -42 % -42 % 

-48 % -50 % -50 % -51 % -53 % 

-47 % 

-50 % -52 

-53 % % -56 

-57 % -57 % % -57 % -58 

-57 % -59 % 

% -59 % 

-60 % -58 % 

-60 % -63 % 

-64 % 

-57 % 

-61 % 

Q Eating out: How much, if at all, have you changed your spending on the 

following, in the past year? 

Base: Total (3,500) (c. 500 per market per wave) *UK – Q4 ‘22, Q1 ’23, Q2 

‘23 (c.2000) 

Italy Germany Spain Netherlands UK France Nordics 

24


Of the non-essential sectors, impact of inflation is 

highest for Eating Out, hence it is unsurprising we 

continue to see consumers sacrifice this luxury 

Impact of inflation on spending levels (non-essentials sectors) 

France 

83 % 

100 

90 

80 

70 

60 

50 

40 

30 

20 

10 

0 

75 % 

73 % 73 % 71 % 68 % 67 % 67 % Germany 

Italy 

Spain 

UK 

Netherlands 

The Nordics 

82 % 

78 % 

73 % 

72 % 

69 % 

68 % 

Eating out Fashion Holidays Eating in Personal 

grooming and 

beauty 

Entertainment 

outside the 

home 

Days out with 

the family 

Q. Eating out: How significantly have recent price increases impacted your levels of spending in any of the following areas? 

Base: Total (3,500) (c.500 per market) 

25


40 % 42 % 

As with fashion, 

Anticipated Spend – Eating Out (N3M) 

spending will remain in 

negative territory next 

quarter, with just under 

half anticipating to cut 

down their spending 27 % 29 % 28 % 30 % 34 % 

NET spend 

% spending more - spending less/stopped spending 

-47 % -37 % -26 % -43 % -29 % -40 % -39 % 

Anticipate a spending stop 

Anticipate spending less 

Anticipate no change in spending 

Anticipate spending more 

18 % 17 % 22 % 21 % 15 % 19 % 19 % 

40 % 33 % 23 % 34 % 27 % 28 % 30 % 

10 % 13 % 20 % 11 % 12 % 7 % 10 % 

Q: Which ONE of these statements describes you best? 


France Italy Germany Spain Netherlands Nordics UK 

26


However, eating out frequency is relatively high suggesting 

social drivers maintain appetite for this activity 

6 in 10 consumers (60%) say they are still eating out at least once a month. Therefore the lower claimed spend levels in this sector suggest that it has not been entirely sacrificed but, as 

with fashion, consumers are choosing when to spend their money more carefully. 

This reveals that consumers are still active in this space and open to being influenced by brands who can understand and leverage the economic context effectively. 

Monthly spend 

% spending least once a month (by category) 

100 

90 

80 

70 

60 

50 

40 

30 

73 % 70 % 69 % 65 % 60 % 59 % 54 % 53 % 51 % 46 % 42 % 38 % 33 % 18 % 

In-home 

entertainment 

Eating in 

Alcohol 

at home 

Gym 

Eating out 

Insurance 

Alcohol out 

Extra-curricular 

activities 

Personal 

grooming 

Entertainment 

out of home 

Days out with 

the family 

Fashion 

DIY/Home 

improvements 

Holidays 

Q: And on average, how often do you spend on each of the below? 


27


Support consumers and drive loyalty 

Consumers want to continue to socialise through eating out 

occasions but are also looking for ways to make their budgets 

stretch further. This provides an opportunity for brands in the 

sector to identify new ways to grow and retain their customer base. 

Loyalty programmes can offer value for money 

for consumers, whilst also creating further 

opportunities for brands to connect with 

their customers, foster loyalty, and provide 

personalised experiences. 

How can you utilise 

loyalty programmes to 

drive advocacy amongst 

your customers? 

28


Whilst “price/ 

value” is key across 

all categories, other 

purchase drivers 

such as “quality” and 

“durability” also remain 

critical. These drivers 

can allow brands to 

offer value for money 

without a focus solely 

on price point 

Purchase Drivers - rated 8-10/10 



Eu average Q4 2022 Q1 2023 Q2 2023 Q3 2033 

Price/value 75 % 74 % 71 % 72 % 

Quality 72 % 71 % 69 % 67 % 

Durability 70 % 67 % 65 % 63 % 

Offers/promotions 69 % 67 % 65 % 65 % 

Reliability 69 % 68 % 64 % 63 % 

Convenience 54 % 51 % 51 % 47 % 

Returns/cancellation policy 53 % 50 % 48 % 45 % 

Sustainability 45 % 42 % 43 % 41 % 

Brands’ ethics & values 38 % 36 % 36 % 34 % 

Brand reputation 39 % 37 % 36 % 36 % 

Q. On a scale of 1 to 10, where 10 is ‘extremely important’ and 1 is ‘extremely 

unimportant’, how important is the following when deciding which product/service 

to purchase when shopping? 

Base: Total EU (c. 3501 per wave) 

Packaging 30 % 28 % 29 % 29 % 

29


Focusing on value for money instead 

of absolute price point. 

We know that shoppers appreciate good value, and an occasional 

bargain. But when brands focus exclusively on price point at 

the expense of quality, there can be a risk of impacting brand 

perceptions 

Levi’s provides a great example of a quality message in their 

“Greatest Story ever worn” campaign; where they focus on the 

quality and longevity of their products so that consumers reflect on 

the broader value equation when considering what to buy 

How can your brand 

provide consumers with a 

sense of value for money, 

without competing solely 

on price? 

30


Summary 

1. Impact of inflation remains high across necessary spend categories (e.g., grocery, bills) so 

consumers continue to cut back and deprioritise spending on non-essential sectors. 

Across markets, all non-essential sectors fall in to the deprioritised or sacrificed categories highlighting that 

consumers are continuing to cut back on spending and change their behaviours. 

Inflation impacts grocery the most, presenting an ongoing challenge for supermarket retailers. 

2. Eating out and fashion continue to suffer the most, with both of these categories being 

sacrificed. However, frequency isn’t necessarily shrinking as consumers spend more 

strategically. 

These two sectors have seen the highest proportion of consumers reducing their spend across markets but 

frequency of spend is still relatively high; 3 in 5 are eating out on a monthly basis, whilst just under two thirds are 

making fashion purchases at least every other month, demonstrating there is still appetite within both of these 

sectors. 

Consumers have adapted and become savvier in their ways of spending e.g., second-hand clothing has become a 

popular solution to tackling climbing prices on the high street. 

3. Price and value remain the biggest purchase drivers as consumers continue to face economic 

challenges, but other factors can be leveraged by brands to encourage consumers to spend 

with them. 

Brands can look outside a narrow focus on prices, promoting instead the quality and durability of their products to 

drive value for money perceptions amongst consumer. 

31


Final comment 

In the challenging trading environment we currently face, it is critical for brands to continue to focus on 

understanding their consumers so that they can continue to succeed. 

Will Blackett 

EVP | Consumer 

Strengthen Brand connection 

Optimise the path to purchase 

Innovate and renovate 

How can you ensure that you establish a 

meaningful link for your brand into the lives 

of consumers so that your current customers 

remain loyal and non-customers can be 

converted? 

How can you ensure that your products and 

services are visible and available where it matters 

through touchpoint optimisation and channel 

strategy? 

How can you ensure that your range is relevant to 

the ever changing needs of consumers 

32


Want to find out more? 

Get in touch 

Will Blackett 

EVP | Consumer 

Nikki Lavoie 

EVP | Strategy & Innovation 

Oliver Warren 

Senior Director | EMEA 

william.blackett@savanta.com 

nikki.lavoie@savanta.com 

oliver.warren@savanta.com 

savanta.com 

33

etter.decisions@savanta.com 

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