New dentsu Consumer Navigator survey reveals sharp contrasts in consumer sentiment across Europe.
As concerns about a looming recession sweep across Europe, consumers are tightening their budgets—but Poles appear notably less anxious about current and future economic conditions. This is one of the key findings from the latest Consumer Navigator report by the marketing group dentsu, which surveyed respondents in several European countries.
Negative Outlook Dominates in Western Europe
In the UK and France, over 80% of respondents view the economy negatively. In comparison, only 55% of Polish consumers share that sentiment. While still a majority, this indicates a relatively more optimistic—or less pessimistic—perspective among Poles.
Half of European consumers report reducing their spending over the past year, especially in Italy and France, where more than 50% of respondents have cut back. In contrast, 28% of Polish participants reported increased spending—the most optimistic result across all surveyed countries.
Generational Divide: Boomers vs. Gen Z
The study reveals a stark generational divide, particularly in Western Europe. Baby boomers are the most pessimistic, with 42% labeling the economy as “poor.” Meanwhile, only 8% of Gen Z respondents share that view. In fact, nearly 30% of younger consumers describe the economy as “very good.”
The Consumer Navigator study covered five key European markets: Poland, the UK, France, Spain, and Italy. Its goal was to explore how consumers are reacting to ongoing economic uncertainty and rising living costs, as well as how their daily purchasing habits are changing.
“This study allows us to compare consumer perspectives across countries during a time of economic uncertainty and growing costs of living,” said Agata Szymańska, Insights & Strategy Director at dentsu Poland. “While the general mood across Europe is rather pessimistic, Poles show comparatively greater composure.”
Poland: The “Moderate Pessimist”
In Poland, 55% of consumers rate the economy as poor, compared to 81% in France and 80% in the UK. Moreover, only 35% of Poles expect the economic situation to worsen in the next 6 to 12 months—the lowest percentage among all markets surveyed. By comparison, 58% of French and 46% of British respondents foresee further decline.
Despite widespread uncertainty, many Europeans report stable personal finances. Polish consumers are the most hopeful—25% believe their financial situation will improve in the coming months. Spaniards also show slightly higher optimism compared to their European peers.
Consumer Spending Trends: “Tightening the Belt”
Across Europe, 50% of consumers have reduced their spending due to economic pressures. Italy (56%) and France (54%) lead in spending cutbacks. In Poland, however, only 19% report reduced expenditures, and 28% say they’ve increased spending—the highest figure in the study.
“Poles are making more rational spending decisions,” said Szymańska. “They’re focusing on basic needs and budgeting carefully, but not at the expense of everyday pleasures.”
About 64% of European consumers say they’re paying closer attention to their spending. Discounters are gaining popularity, larger purchases are being postponed, and loyalty programs are widely used to maximize savings.
Purchase Intentions and Lifestyle Habits
Looking at short-term shopping plans, differences between markets become more pronounced. In the next three months, 42% of British and 43% of French consumers plan a holiday trip. In Poland, only 25% say the same.
Cosmetics and personal care products are high on the shopping lists of Italians (44%) and Spaniards (43%), more so than among British consumers. Spending on small indulgences remains relatively steady—33% of respondents report eating out more often, and 32% order takeout more frequently. These everyday treats continue to play a key role in lifestyle habits, even amid broader financial constraints.
Youth: Burdened but Forward-Looking
All surveyed countries display significant generational differences. Baby boomers often report financial strain and a more pessimistic outlook. In contrast, Gen Z and millennials show stronger intent to save and invest—despite facing higher living costs, job market uncertainty, and housing inaccessibility, particularly in Poland.
Across Europe, 45% of Gen Z consumers plan to open a savings account, and around one-third are considering investing in stocks, cryptocurrencies, or other financial instruments.
Emotional concerns—such as lack of control, security, or support—strongly influence consumer behavior. In times of crisis, brands that effectively respond to these emotional needs can gain customer trust.
“Today, trust is the most valuable currency,” Szymańska concluded.
Survey Methodology
The study was conducted using CAWI (Computer-Assisted Web Interviewing) on a dedicated platform and concluded in February 2025. It surveyed consumers aged 18 to 79 across five EMEA countries: the UK, France, Spain, Italy, and Poland. A total of 4,800 responses were collected—2,000 from the UK, and 700 each from France, Spain, Italy, and Poland. Representative national samples were ensured through control mechanisms based on the latest public statistical data.
