Consumer Compass (Europe Report)

Savanta Consumer Compass Europe Q3 2023
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?
Base: Total (3,500) (c. 500 per market)
* 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