European Union

9 charts that show how inflation and the Ukraine war are impacting European consumers

A person looks across a street at a high-end fashion shop.

Europeans are dramatically cutting their spending on discretionary items. Image: Unsplash/Dyana Wing So

Enrico Bazzoni
Associate Partner, McKinsey & Company
Marcus Jacob
Partner, McKinsey & Company
Simon Land
Senior Partner, McKinsey & Company
Marina Rupp
Senior Associate, McKinsey & Company
Sandra Welchering
Associate Partner, McKinsey & Company
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A chart showing top concerns of European consumers
Rising prices and the Ukraine conflict are very concerning to European consumers Image: McKinsey & Company

A chart showing the confidence respondents have in their own country's current economic state
61 percent of UK respondents feel negative about their own country's economic status Image: McKinsey & Company
A chart showing the confidence respondents have in their own country's economic recovery
Pessimism about economic recovery has been rising in recent months while optimism has been falling Image: McKinsey & Company
A chart showing price changes perceived by survey respondents
91% of respondents have perceived a general price change in goods they commonly buy Image: McKinsey & Company
A chart showing respondents' change of spend in general categories
19% of respondents reported an increase in spending on rent/mortgage Image: McKinsey & Company
One chart showing the percentage of respondents rating price change, and another showing the percentage of respondents reacting to perceived price increase
Some consumers delay purchases as a result of price increases that they see Image: McKinsey & Company

A chart showing activities and intended activities when shopping for groceries or essentials, percentage of respondents
Over 50% of respondents report that they have changed their shopping behavior in response to concerns Image: McKinsey & Company
A chart showing the percentage of respondents who switched to a different brand of groceries or essentials in the last 4-6 weeks
Just over 50% of respondents changed a groceries/essentials brand in the last 4-6 weeks Image: McKinsey & Company
The percentage of respondents who shopped at a different retailer/store than normal in past 4-6 weeks
Almost 25% of respondents that they had changed their retailer/store in the last 4-6 weeks Image: McKinsey & Company
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European UnionRetail, Consumer Goods and LifestyleFuture of Consumption
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