European consumers have adapted to the crisis

It’s especially true in France, Spain, Belgium and Italy: consumers are no longer the same as those portrayed five years ago when the crisis began. The latest edition of The Observatoire Cetelem, serving as a reference for consumer trends, was published on Thursday, February 5. It described a new kind of European consumer—one who isn’t subject to impulse purchases and one who is careful about expenditures.

The crisis has clearly affected European buying habits. Over the past five years, over 60% believe that their purchasing practices have been altered (66% of the French). There’s a difference in volume with 52% of consumers generally buying less than before. More or less carefully measuring their expenses, they avoid succumbing to impulse buys (56%). The French, in particular, have adopted this new approach to shopping (60%), as have the Spanish (69%) and the Italians (66%).  

The fault lies with a poor economic environment: that’s what 52% of Europeans claim. Nearly three-quarters (73%) even refer to constraints on their purchasing power.

Consumers have adopted a new, frugal mindset. 83% look closely at prices. 79% hunt for promotions and buy used. 73% are more likely to use the Internet and new technologies to find lower-cost products. One of the main differences with consumers in 2009: they are now more connected to the Internet. 37% of respondents indicated that they make purchases in physical stores less often than before.

Europeans haven’t been afraid to try out new purchasing methods and trends. Six in ten later re-sell articles and 15% order online and then pick up their purchases in-store.

TNS Sofres conducted the survey on the Internet between November 4 and December 2, 2014. 8,719 Europeans were surveyed with sample populations of at least 500 respondents per country (Germany, Belgium, Spain, France, Italy, Portugal, United Kingdom, Hungary, Poland, Czech Republic, Slovakia and Romania).