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The enrichment of Europeans’ cultural experience leads to a diversity of tastes, preferences, and lifestyle perspectives. This, in turn, poses a challenge for businesses — understanding and adapting their strategies to the unique needs of each country and consumer group.
Economists and marketers have long been studying and analyzing consumer habits of potential clients, as this helps businesses tailor their products and marketing strategies to the preferences of each region. Therefore, before expanding a business into any marketplace, we recommend conducting an in-depth marketing analysis.
What specific aspects are important when analyzing consumer habits in different European countries? How does this influence the market selection for businesses operating in Europe?
In this blog, we will examine how the diversity of consumer habits in European countries influences consumer choices and market dynamics, drawing on research and our team’s experience with the most popular marketplace in Europe – Amazon.
Amazon has the largest number of buyers and ranks first among marketplaces in many European countries. Therefore, by analyzing it, one can more easily notice the main differences between consumer habits in various European countries.
When comparing European countries by the average purchase amount for the same shopping list on Amazon, the following statistics emerge:
To better understand consumer habits in these countries, we will provide some insights about each of them.
Consumer Behavior:
According to research, German consumers are considered some of the most discerning in the world, willing to spend more on high-quality products. They are open to products from international companies and show brand loyalty if the products meet high-quality standards. Approximately 60% of the population is willing to purchase the same brand multiple times if the products are of high quality.
Environmental awareness is prevalent among German consumers and is reflected in their preference for organic and vegan products that utilize minimal energy and other sustainable practices. Most German consumers actively support and choose products that meet sustainable development and environmental conservation standards.
These trends indicate that a successful business in Germany must be prepared to meet high quality standards, be open to foreign brands, and address consumer environmental consciousness. Specifically, we recommend emphasizing product quality and providing comprehensive information about product origin and eco-friendliness to attract German demand.
Popular Product Categories:
In Germany, online shopping has become the norm, making the country the largest online market in Europe. Although Germany has one of the largest and most promising markets in Europe, most sellers remain competitive by offering lower prices and operating under the strategy of “lower prices, higher sales.”
Consumer Behavior:
The consumers mentioned above (who shop on Amazon for various reasons) prefer searching for products such as electronics, household appliances, and clothing online rather than visiting physical stores (57% versus 21%, respectively).
Popular Product Categories:
The French population is characterized by a high and varied level of mass consumption. For most French people, consumption is synonymous with enjoyment and the pleasure of life. Thus, travel, dining, sports, culture, entertainment products, and services play an important role in their daily lives.
However, in recent years, there has been a shift in consumer behavior in France. Consumers now strive to make more responsible consumption decisions, paying attention to quality, traceability, composition, authenticity, transparency, and environmental sustainability.
Particular interest is shown in products that are organic, local, natural, and free from parabens and preservatives, indicating an increase in consumer awareness about consumption issues (according to Greenflex & Ademe Barometer 2021). They demonstrate a more mature understanding of the importance of choosing products that align with their values and provide greater benefits for their health and the environment.
Popular Product Categories:
Italian consumers have high standards for product quality, paying more attention to the quality of goods and customer service than promotional offers.
Foreign goods are quite popular, especially in the categories of footwear and streetwear. Italians value new arrivals, particularly in the fashion sector. Most consumers prefer shopping with mass retailers and large companies, especially in metropolitan areas.
Research indicates that 85% of buyers believe that eco-friendly products are of higher quality and more innovative. In a study conducted by Bord Bia during the first half of 2021, 90% of Italian consumers stated that they made an effort to purchase products with higher welfare standards over the past 12 months, and more than half recognized the importance of sustainability when choosing food and beverages.
Popular Product Categories:
Due to the economic crisis and high unemployment rate, price has become a key factor influencing purchases in Spain. Ease of payment, promotions, and efficient customer service also determine consumer choice.
Against this backdrop, there is an active development of responsible consumption in Spain. The number of consumers paying attention to production responsibility, demanding traceability, and high quality is growing. Additionally, the second-hand market is gaining popularity among Spanish buyers, becoming an alternative to new purchases and promoting sustainable consumer behavior.
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Evaluating the general consumer trends in the aforementioned countries, it is easy to notice that Europeans mainly prefer quality products and conscious consumption. Factors such as the Covid epidemic, the war in Ukraine, and the rise in energy prices across Europe have greatly influenced this. Thus, in recent years, consumers in European countries have reconsidered their purchases and strive to consume less but better and more sustainably.
For Ukrainian entrepreneurs dreaming of entering the European market, the good news is the loyal attitude toward foreign goods among European countries. Therefore, do not be afraid to explore new horizons. The main thing is to prepare carefully and analyze the market before entering. Our team is ready to become an indispensable assistant for you in this! Let’s conquer Europe together!
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