The State of Grocery Retail Europe 2026: Margins under pressure, models in motion

What Market Radar took from it

The figures Market Radar reads from this report, as its data records them, each with the publisher, the place and the date.

1. 18% of European Gen Z are willing to trade up for health, up one point versus 2025

   McKinsey & CompanyEMEAApr 2026

2. 28% of European Gen Z shoppers intend to use more AI for grocery shopping

   McKinsey & CompanyEMEAApr 2026

3. 46% of European shoppers actively seek ways to save money in 2026, down from 55% in 2023

   McKinsey & CompanyEMEAApr 2026n=14,563

4. About 12% of European consumers have already used AI in their grocery shopping journey

   McKinsey & CompanyEMEAApr 2026n=14,563

Used in Market Radar

The Market Radar pages that use this report.

About this report

Publisher

McKinsey & Company
All 15 McKinsey & Company reports in the library

Published

21 Apr 2026

Type

Survey

Sample

n=14,563

Regions

• EMEA

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