Retail grocery volume will grow modestly in Northern and Southern Europe through 2030 while declining in Central and Eastern regions. That’s according to a new report by McKinsey & Company titled “The State of Grocery Retail Europe 2025.”
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In 2025 McKinsey surveyed approximately 14,500 consumers across 13 countries in Europe. According to the report, 42% of Gen Z consumers and 37% of Millennials buy ready-to-eat meals at least weekly.
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Additionally, respondents across all age categories plan to purchase fewer environmentally sustainable grocery products (locally sourced and socially responsible) in 2025 compared to 2024.
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The McKinsey report cites the desire for consolidation and scale among retail grocers as driving an increasing number of merger and acquisition deals since 2021.