Consumer confidence is softening again in Western Europe, reversing the post-2022 recovery — with record-high uncertainty pushing shoppers toward trusted, familiar brands.

Price sensitivity is back, driven by rising inflation expectations in markets like Germany and Romania. Consumers are closely watching prices, increasingly engaging with promotions, and rejecting stealth pricing tactics like shrinkflation.

Uncertainty is at its highest level on record, particularly in Western Europe, shaping cautious consumer behavior and limiting willingness to try new products or premium innovations.

Poland stands out across Europe as the most optimistic market — with the highest confidence levels reported among both women and young consumers (16–29). It presents a strong opportunity for brand-building and innovation.

Eastern Europe remains more resilient overall, with higher consumer confidence — but early signs of rising price expectations and uncertainty signal potential fragility ahead.

Trust and emotional connection matter more than ever — brands that offer comfort, consistency, or value reassurance are better positioned to win in this volatile environment.

Confidence and spending power remain uneven across income groups, with higher-income consumers leading the recovery and lower-income segments still trailing well below pre-crisis levels.

Demographic targeting is essential — younger consumers consistently show higher confidence, while women and lower-income households remain more cautious in most markets.