A new study by Circana has revealed that while Europe‘s foodservice market is in rude health – reaching €361.2 billion in annual spend last year – consumer behaviour in the sector varies from market to market, and across generations.
Across Great Britain, Germany, France, Spain and Italy, foodservice spend increased 1.4% in the year ending June 2026, Circana’s data showed, while visits fell 0.7% and the average consumer basket increased 2.1%.
Consumer behaviour
“Consumer behaviour is evolving beneath the headline numbers,” said Edurne Uranga, VP Foodservice Europe at Circana. “At first sight, European foodservice looks remarkably steady. Spend continues to grow, visits have moved marginally and consumers are still eating out. However, that apparent stability is deceptive as behaviours across generations evolve.”
Circana found that foodservice traffic does not correspond directly with population share. Gen Z accounts for 16% of the population across the five markets but makes 39% more foodservice visits than expected from its demographic weight. Millennials and Gen X also over-index, while Baby Boomers account for 29% of the population but have a foodservice traffic index of 60.
Branded concepts account for 29% of commercial restaurant spend overall, compared with 40% among Generation Alpha, 35% among Gen Z and Millennials, 24% among Gen X and 16% among Baby Boomers. Generation Alpha’s delivery share is 1.3 times the population average and seven times that of Baby Boomers.
Elsewhere, health-related behaviours are also more pronounced among younger consumers that engage with the foodservice sector. Circana found that 12% of Gen Z consumers practise intermittent fasting, compared with 7% of the overall population. Some 24% focus on high-protein consumption, while 20% prioritise organic or natural products and 13% avoid coffee.
“Age is no longer a straightforward guide to behaviour. Our data shows a much more complex picture, with technology, health, economic pressures, changing lifestyles and life stage all reshaping consumer choices,” Uranga added. “It’s evident that the future foodservice consumer will not simply behave like a younger version of today’s older consumer.”
Dining occasions
Smaller dining occasions represent another significant change in the foodservice sector. Almost 60% of foodservice occasions involve one or two people, while solo dining accounts for one-third of main-meal visits.
Millennials are driving the solo dining occasion, and spend around 70% more per solo visit than when dining in a group, the data showed. Solo diners are less likely to order fish, seafood, pasta or noodles, indicating differences in menu preferences between solo and group occasions.
Circana’s study also examined the level to which affordability shapes foodservice choices. For Gen X, value is not determined solely by price. Although 69% identify the cost of living as a concern, product offer is the leading restaurant choice factor at 35%, followed by convenience at 33% and price at 27%.
Looking ahead, Circana said operators need to focus on determining which behaviours are generational and which are likely to become more commonplace.
“Digitalisation, wellbeing and personalisation may be more pronounced among some generations today, but many of these behaviours will become more widespread over time,” Uranga added. “A €361 billion market may appear stable, but the deceptive calm masks a consumer base that is changing. Operators that recognise these shifts early will be best placed to stay relevant and unlock future growth.” Read more here.
