According to McKinsey's report, grocery retail volume is predicted to grow modestly across Northern and Southern Europe up to 2030, while experiencing declines in Central and Eastern regions. A consumer survey conducted with 14,500 participants in 13 European countries revealed that a significant portion of Gen Z (42%) and Millennials (37%) buys ready-to-eat meals weekly. The report also highlights a concerning trend where consumers plan to buy fewer environmentally sustainable products in 2025 compared to the previous year. This pushes grocery retailers towards increased mergers and acquisitions for greater consolidation and scale.
In 2025, approximately 42% of Gen Z and 37% of Millennials buy ready-to-eat meals weekly, indicating a shift towards convenience in grocery shopping.
The report indicates a worrying trend, as respondents across all age categories plan to purchase fewer environmentally sustainable grocery products in 2025.
Driving the wave of mergers and acquisitions in the grocery retail sector is a strong desire for consolidation and scale, highly relevant since 2021.
Growth in grocery volume is projected to be modest in Northern and Southern Europe through 2030, contrasting with declines anticipated in Central and Eastern regions.
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