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The State of Grocery Retail 2025Europe© Getty ImagesContentsForeword 3The State of Grocery Retail 2025 6 Market dynamics in 2024 8 Learnings from growth champions 9 Looking ahead 11 Key trends 13 Implications for grocers 24Interviews with inspirational CEOs 26 Marit van Egmond, CEO, Albert Heijn 26 Maniele Tasca, General Manager, Selex 29 Jorma Rauhala, CEO, Kesko 32 Jitse Groen, CEO, Just Eat Takeaway.com 34Food and grocery market KPIs 37Consumer survey results 39Acknowledgments, contributors, and contacts 412024 was a year of mixed emotions for European grocers. Volume grew again, albeit slowly, some consumer segments traded up, and AI has been creating value for some grocers. Now, looking ahead to 2025, cost pressure remains high, some supply chains are highly volatile, and many shoppers are still cautious as economic pressure persists. The questions we hear from grocery executives mirror the mixed picture of 2024: How can grocers attract the more affluent shoppers as well as those whose price sensitivity remains high? What will the shopper of tomorrow look for? Where are the most attractive pockets of growth? How can opportunities from sustainability be captured? Finally, how can grocers benefit from data and AI most effectively? While the future remains uncertain, we have created a rich fact base to help leaders in European grocery retail navigate the coming years. For this report, we surveyed more than 14,000 consumers and over 30 grocery executives from more than a dozen countries across Europe. Additionally, we interviewed four grocery CEOs. The interviews, surveys, and analyses were conducted in early 2025. Developments regarding possible tariffs or other trade restrictions that unfolded in March 2025 are not reflected in the report. To mark the fifth anniversary of The State of Grocery Retail Europe publication, we have added various new features, including a five-year outlook, a data-driven analysis of the signature practices of successful grocers, and a proprietary volume growth model to inform the assessment of growth opportunities in different parts of Europe.Once again, we combined EuroCommerce’s policy and sector knowledge with McKinsey’s global expertise and analytical rigor. We hope this report will offer new insights and perspectives to help European grocers navigate ongoing uncertainties and seize future growth opportunities.Christel Delberghe Director general EuroCommerceDaniel Läubli Head of Global Retail Commercial McKinsey & CompanyForeword3The State of Grocery Retail Europe 2025EditorsChristel DelbergheChristel is director general of EuroCommerce, the European organization that represents five million retailers and wholesalers.Anton DelbarreAnton is EuroCommerce’s chief economist and leads research on the role of retail in the European economy.Dirk VissersDirk is responsible for the development of global insights at Europanel.Franck LaizetFranck is a senior partner at McKinsey colea