Gen Z and Millennials fuel demand for healthy products in Europe.

Western Europe

Tuesday 01 July 2025

PE | EUROCOMMERCE

Latest Eurocommerce Grocery report 2025 confirms a stable food market, with healthy trends as number one driver for growth.

Looking ahead to the next 5 years the CEO of the European supermarket chains were recently surveyed for the Eurocommerce grocery report 2025. Eurocommerce is the principal European organisation representing the retail and wholesale sector. Despite ongoing cost and margin pressure, grocery retail CEOs were slightly more optimistic at the start of 2025 than they were in 2024. While 55 percent anticipate stability in 2025 (up from 39 percent in 2024), only 29 percent expect worsening conditions (down from 36 percent) (Exhibit 5). By 2030, modern grocery retail volume is expected to increase in Northern and Southern Europe but decrease in Central/Eastern Europe around -0,3%.

Growing appetite for healthy food

Consumers, particularly Gen Z and Millenials increasingly seek healthy and functional foods. It is considered a growth opportunity for grocers, according to McKinsey Consumer Survey 2025 conducted in the 10 major European countries with population above 18 year old. Gen Z is the group seeking healthy options the most.

Gen Z has the highest growth as a group of shoppers, and this group also has the highest intent (45 percent) to focus on healthy nutrition among all cohorts (Exhibit 9). Compared to last year, the net intent of Gen Z shoppers to focus on healthy eating increased by seven percentage points. In addition, one in three members of Gen Z indicated a willingness to pay a premium for healthier products. 65% of the surveyed consumers also say they are not satisfied with the healthy options available at their main grocers.

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