Is no news good news? As the end of the year approached, consumers in Europe felt largely the same about their respective economies as they have for much of 2025: About half of consumers, on average, reported mixed feelings, around a quarter of people felt optimistic, and the rest felt pessimistic.
More encouragingly, consumers across the EU-5—France, Germany, Italy, Spain, and the United Kingdom—reported confidence in their personal finances, even as optimism about the broader economy remained relatively low. This observation is now a long-term trend and is true in the United States, too.
Inflation remained consumers’ top concern, but its slower pace across much of Europe allowed households to sustain some discretionary spending and holiday indulgences.
The following charts highlight findings from our latest ConsumerWise research, conducted in November. The research examines how consumers across the EU-5 are feeling about the economy, managing their finances, and planning their spending.
The outlook for early 2026 suggests continuity rather than change: Mixed feelings about the economy, stable finances, and cautious spending characterize consumer sentiment across much of Europe. European consumers’ ability to balance financial restraint with small, meaningful indulgences suggests resilience—and an opportunity for brands that can meet demand for quality, value, and meaning. Check out our ConsumerWise page and contact us for more information and additional insights.
