Spain and Italy continue to lead FMCG recovery in Europe, overtaking sluggish markets in Germany and France National brands fight back against private label dominance through innovation and strategic pricing Beverages and confectionery decline as health trends reshape choices London, May 8, 2025  – Europe's FMCG market grew by 1.9% in value over the year, reaching €680 billion in the 12 months to December 2024. This was driven primarily by strong consumer demand for chilled, fresh, and ambient food categories, despite ongoing macroeconomic uncertainty and inflationary pressures, reveals Circana’s latest biannual Demand Signals report. The biannual report, which analyses point-of-sale data from Europe's six largest grocery markets (France, UK, Germany, Italy, Spain, Netherlands), and tracks performance across over 230 FMCG categories and one million SKUs, indicates significant shifts in consumer spending, with a marked preference for essential and convenience-focused products.  Notably, chilled and fresh food segments achieved strong performance, growing 2.2% in unit sales to 84.5Bn units, while ambient foods increased by 0.8% to 89.1Bn units, collectively adding €7.5 billion in absolute value growth year-on-year. Despite some signs of growth, there’s a note of caution as FMCG faces renewed uncertainty following a promising recovery in 2024. While nearly one-third of categories shifted from decline to growth and another 28% continued to grow, increasing economic pressures could stall momentum. Shoppers are becoming more selective, spending more on essentials, which grew by 1.6%, while cutting back on non-essential items, which declined by the same margin, as they look to better manage their budgets. Ananda Roy, SVP Thought Leadership Europe, Circana , commented: "The FMCG sector is demonstrating resilience in the face of continued economic turbulence. Consumers across Europe are prioritising value and convenience, prompting brands and retailers to rapidly adapt their product portfolios and promotional strategies." Private labels, which previously surged amid inflationary pressures and reached nearly 47% of FMCG unit sales, some 143Bn units, now face increasing competition from national brands. Through targeted promotions, product innovation, and smaller pack sizes, brands have regained ground, reversing some private label gains observed over the past few years. Roy  added: "National brands are fighting back against private labels, offering consumers differentiated value through innovation, sustainability, and enhanced product experiences. Private labels must now recalibrate to sustain their growth trajectory." Conscious consumers reshape spending amid inflation pressure Shoppers today are looking for more than just a good deal, they want versatile products that fit their lifestyle and are better for the environment. In fact, 68% prefer products that can adapt to different needs and occasions. Physical availability is also key, as over half of shoppers will look for a product again on their next trip, but many won’t go out of their way if it’s not there. Just as important is the product experience as 64% of dissatisfied trialists say they wouldn’t buy the product again, highlighting how trust and quality are essential for long-term success. Southern Europe leads FMCG value sales growth Spain and Italy are leading FMCG value sales growth in Europe. Spain's market grew by 4.9% , reaching €99 billion  in the 12 months to December 2024, driven by strong domestic demand and growth in chilled and fresh food categories (based on POS data). Italy rose 2.3% in value sales, driven by ambient food and drinks, while the UK grew moderately at 2% as convenience trends returned. The 3-year compound annual growth rate (CAGR) in unit sales to December 2024 shows a decline in Germany (-0.5%), France, and the Netherlands (both -0.8%), reflecting ongoing economic uncertainty and low consumer confidence. Health trends reshape choices as alcohol and confectionery sales drop Alcohol unit sales dropped -1.5% vs year ago, while Drinks showed small growth at 0.1% as consumers shift to healthier choices. Confectionery and baby food unit sales also declined (–1.0% and –2.2%) due to health trends and post-pandemic demographics. (POS ending December 2024). Non-edible FMCG categories are seeing a slow and uneven recovery, with only a few areas returning to growth. Beauty in Personal Care rose by 0.9% in unit sales, boosted by strong demand in the 13 weeks leading up to Christmas. Household grew by 0.6%, driven by increased sales of detergents and laundry aids. Growth was supported by new product launches and heavy promotional activity. Private label strategies have become more nuanced, with shifts observed across various European markets. Spain and Germany maintained strong private label penetration (49% and 43% value share of market, respectively), though recent momentum has slowed. France experienced modest growth in private label share, whereas the UK and Italy stabilised, reflecting intensified competition from national brands.

Join us for an informative webinar in Chinese, where Senior Account Managers, China Foodservice, Vera Cai and Georgia Chen, will bring you the latest insights into the foodservice market and share business opportunities to watch in 2025. This webinar will explore: At a time of increasing global economic uncertainty and shifting consumer confidence, how can we better grasp foodservice consumers’ changing consumption habits and trends? The most popular dining channels, dining occasions, foods and beverages, and popular flavors Going abroad in the U.S. - the competitive landscape and opportunities in overseas foodservice markets If you would like to receive the webinar recording in English, or get a copy of webinar, please contact gary.wong@circana.com 2025中国餐饮预测与出海美国攻略 网络研讨会录像供您参考：本次网络研讨会，Circana中国餐饮市场高级客户经理蔡逸君Vera Cai和陈楠Georgia Chen将为您带来餐饮市场的最新洞察，分享在2025年值得关注的生意机会。   我们会一起分享讨论以下重要议题: 当全球经济不确定性增加、消费信心转移， 如何更好把握餐饮消费者持续变化的消费习惯和趋势？ 最受消费者欢迎的就餐渠道、用餐场景、食品饮料、热门口味 出海美国攻略——海外餐饮市场竞争格局和机会点

Circana’s comprehensive weekly updates on the U.S. consumer packaged goods sector monitor the impact of macroeconomic factors, including tariffs, on volume, price, and supply, providing valuable insights to support critical business decisions. Please find our latest CPG Consumer Spend Tracker with data ending May 09, 2025, here.  Highlights from this week’s edition: Spending in retail food & beverage shows improvement in April driven by a strong Easter week. Year-to-date 2025 shows healthy volume growth (0.5% vs. YA), but still some softening versus CY 2024 (0.8% vs. ‘23). Price growth remains stable with no   observable impact from tariffs yet . With many tariffs now in effect since early April, we anticipate that select products will begin to see impact soon, though widespread impact may take time. In collaboration with Don Unser, we have a summary page of what is happening across sectors. This week, we have also introduced new pages, including tracking price and volume shifts by segment, linked to reliance on imports vs. domestic production . Select segments relying more heavily on imports are likely to experience the greatest pricing impact, though most F&B segments will still feel some indirect impact (i.e., packaging, supply chain ripple effects). So far, inflation is stable in most F&B segments, with any acceleration driven by non-tariff factors. Volume performance is strong in meal / at-home cooking segments (e.g., meat, produce, baking), while sweets, snacks, and alcohol continue to see declines. In non-food CPG, consumers continue to pull back on discretionary spending, with trends further softening in the last week. Year to date, core non-food CPG unit sales are up 0.3%, which is a softer performance than CY 2024 (0.9% vs. ’23). Non-food CPG price growth shows no visible impact from tariffs to date.

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Webinars 2025 China Foodservice Trend and Oversea Playbook in U.S. Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Press Releases Circana Appoints Cara Pratt President, Global Retail and Media Blog The Restaurant Industry Gained Momentum in March After a Slow Start to the Year Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Press Releases Circana Appoints Cara Pratt President, Global Retail and Media Blog The Restaurant Industry Gained Momentum in March After a Slow Start to the Year Press Releases Consumers Are Trading Down and DIYing Their Auto Maintenance, Reports Circana Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand

Circana business tools provide in-depth consumer behavior data, industry trends, and expert analysis of market research to drive business growth. EMBRACE TRANSFORMA TI ON Growth Summit 2025 What made Circana Growth Summit 2025 THE industry event for so many of the world’s leading brands and retailers? See the highlights All Case Studies CASE STUDY MARKETING LIFT Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Data Unmatched data set, state-of-the-art technology, and domain expertise Tech The most integrated, most customizable, and fastest technology platform Science Foresight and innovation are in our DNA People Deep industry expertise the world’s leading brands rely on RETAIL • MEDIA • MARKETING • ANALYTICS • SUPPLY CHAIN • INNOVATION • MEASUREMENT • CONSUMER • MARKET Play Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. 5.8T Global Consumer Spend 2,000+ Categories Tracking CPG, GM, Retail, and Foodservice 500,000+ Stores $1B+ Technology Investment Take immediate action to future-proof and evolve your growth strategies in an increasingly complex, fast-paced, ever-changing economy. Through an unmatched data set, state-of-the-art technology, and domain expertise, Circana is poised to lead the AI revolution across the retail, manufacturing, and consumer packaged goods industries. Uncover the right solution within 4 clicks Get Started Resources Thought leadership, insights, reports, and webinars to help you spark business growth and innovation. Resources Industries Covering 26 industries across CPG, general merchandise, and more, so you can solve business problems. Industries Solutions With the right panel and the right insights, you can get the right outcomes. Solutions Company Built on the foundation of IRI and NPD, two of the world’s leading market information companies. Company Resources Hear from our thought leaders, explore new perspectives, and gain access to new reports and webinars. View All FEATURED | GROWTH LEADERS HUB 2024 U.S. CPG Growth Leaders Circana’s 13th annual U.S. CPG Growth Leaders Report explores how the most successful CPG manufacturers, including companies with $100 million to $8 billion or more in annual sales, use innovation and value-driven strategies to outperform their peers. Circana’s research shows CPG companies prioritizing consumer needs and authenticity thrived in 2024. Growth Leaders Hub LATEST INSIGHTS Press Releases Europe’s FMCG sector withstands economic volatility, propelled by €680 billion growth in essential goods, reports Circana Reports Welcome to the CPG Consumer Spend Tracker Press Releases Circana Appoints Cara Pratt President, Global Retail and Media Blog The Restaurant Industry Gained Momentum in March After a Slow Start to the Year Press Releases Consumers Are Trading Down and DIYing Their Auto Maintenance, Reports Circana Don't take our word for it. Here’s what our clients are saying … Rich Seifrid Manager, Advanced Analytics What we needed was the ability to measure the Covid response, and Circana’s monthly sensitivities gave us the real time view of the consumer response, allowing us time to align to actions over time. We chose Circana for this effort because we have a great existing relationship with them, and the Monthly Sensitivities blends well with what we already have in place. Kiersten Hafer Vice President of Strategy and Domestic Market Development We had a very underdeveloped and underutilized product in our portfolio and we really wanted to determine how to unlock growth related to that specific product. The unique difference with the Circana solution was using consumer behavior in an in-store test using real data dollar sales to predict the impact. We learned a lot through the project and the partnership with Circana. Ben Tiener Director, Gulp Media Network, 7-Eleven 7-Eleven has worked with Circana for a long time, as our data partner of record for broader analytic purposes. As we then launched Gulp Media Network, it was a natural fit to lean on that expertise, knowledge of our business, and the capabilities that Circana brought to build audiences and and to analyze efficacy of media campaigns. When I think about Gulp Media Networks opportunities over the next year, we're excited about how we're able to bring customer data to influence media campaigns for our manufacturing partners. Scan Carousel Left Scan Carousel Right Join more than 7,000 clients and partners worldwide Ready? Ready? Ready? Ready? Contact us to find out how you can increase sales and market share, make better predictions, and increase profit. Contact Us Find an Office View all solutions that Measure Demand Accelerate Demand