Observatoire Conso 2025

Last year, the Observatoire Cetelem Conso looked at the morale of Europeans, in a context where inflation dominated concerns.​ A year later, the focus is on something unexpected: pleasure. Despite a difficult budgetary and economic environment, this pleasure remains the main factor in the purchasing decision, bringing to the consumer a satisfaction that goes far beyond the mere material aspect.​ Conducted with Harris Interactive, this 10-country study of more than 10,000 people reveals a striking paradox: despite economic uncertainties, consumption is resilient, driven by a powerful and unexpected engine: pleasure.

The key points of the study in video

A rollercoaster morale, but strong consumption intentions

The first lesson of this study is that European household morale continues to recover after the shocks of recent years.Consumer intentions remain at a good level, suggesting a positive dynamic for 2025. However, in France, optimism is waning, probably because of recent political uncertainties.​

In this context, consumer intentions remain strong, but prudence dominates: the savings rate remains high, well above pre-crisis levels. In France, it reached 18%, reflecting a desire for financial security in the face of an uncertain future.

Consumption through the lens of ecology

Europeans are increasingly critical of consumption: hyperconsumption, waste, overabundance, choice…

Yet there is a striking difference in individual perception:

73% of Europeans think society consumes too much
Only 38% think they are themselves in this dynamic

Everyone sees himself as a more responsible consumer than the average, shifting responsibility for the problem to others.

Pleasure, the key driver of purchases

Despite its concerns, consumption resists with an essential motivation: pleasure.

When asked about the reasons for their purchases, Europeans said:

Pleasure (73%)
Comfort and well-being
Economic considerations

For several years, the Observatoire Cetelem has observed a change in purchasing behaviour: less accumulation, more services and a search for more meaning in consumption. This trend seems to be strengthening for 2025 and beyond.​

One thing is certain: while consumption is changing, it has not said its last word.