First launched in 2020, the Consumer Trends Tracker is one of dunnhumby’s flagship research programmes, providing a regular view of how shoppers’ attitudes, concerns, and behaviours are evolving across Europe. Drawing on responses from more than 5,000 consumers across 10 markets, the report helps retailers and brands understand the forces shaping customer decision-making and identify where to focus their strategies in a rapidly changing environment.
The latest edition comes at a pivotal moment. After signs of improving sentiment at the end of 2025, consumer confidence has weakened once again as rising geopolitical tensions, higher energy costs, and renewed inflationary pressures create fresh uncertainty for households across the region.
Against this backdrop, this report explores three key themes shaping the retail landscape in the first half of 2026:
the decline in consumer confidence and the concerns driving it
the increasingly selective ways shoppers are managing their spending and balancing value with quality
how consumers are responding to fast-moving trends such as AI, quick commerce, and retail media
Together, these findings provide a clear picture of a more cautious, more considered, and more fragmented consumer - offering retailers and brands valuable insight into how they can build trust, drive relevance, and support shoppers through the next phase of uncertainty.
