REPORT European Consumer Trends and Behaviors

June 27, 2024 – Welcome to Innova’s Consumer Trends: Opportunities for 2024 – Europe Edition. Using a combination of Innova proprietary data, observations from our global trend-spotter network and trusted public data sources, we have identified five key trends and more than 20 innovation themes and opportunities.

Inside this report, you’ll find the background to the trends, the macro context and enduring lifestyle shifts we have observed year on year, plus illustrations of each trend. This includes Europe data (average of the UK, France, Germany and Spain) from multiple Innova surveys.

We identify key drivers of and themes within each trend, provide illustrative brand and company examples and highlight opportunities.

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