Health on the Shelf: Product Attributes That Matter Most across Western Europe

Conscious consumerism is no longer a niche trend — it is reshaping consumer behaviour, brand competition and retail strategies across Western Europe.

From personal wellbeing to planetary impact, consumers in 2026 are making increasingly deliberate choices. These decisions are fuelled by weight-loss medication, longevity goals, more active lifestyles, and a growing expectation for Food, Beverage and Personal Care products that are ethical, sustainable and locally sourced.

At the same time, brands are facing intensified pressure from own-label ranges and fast-moving challenger brands, while retailers expand shelf space and leverage digital influence to respond to evolving health and sustainability expectations.

But what really drives choice at the moment of purchase?

Which product attributes are European consumers actively searching for when shopping for FMCG brands — and how do those expectations translate into real buying behaviour?

As health and sustainability become core decision drivers, understanding what consumers say they want versus what they actually buy and consume has become critical for FMCG and Personal Care manufacturers and retailers alike.

Join our experts for a free Webinar as they unpack fresh, data-driven insights on:

• What are the emerging product attributes driving growth across European categories – from protein and fiber rich, locally produced, parabens-free, from hundreds of attributes measured.
• How to close the gap between consumer expectations and real-world behaviour, identifying who is purchasing health-led products and how they are being bought.
• How manufacturers and retailers can optimise claims on-pack and on‑shelf communication to better meet consumers expectations and facilitate shopper choices.

The insights featured in this webinar are powered by deep, enriched product attribution data. NIQ Product Insights enable a deeper understanding of today’s discerning consumers—helping uncover new pathways to growth and deliver more personalized shopping experiences.

In 2026, NIQ is rolling out Product Insights measurement across 10 European markets, bringing this unique and differentiated dataset to the marketplace.