The question was phrased in the following way: 鈥淲ithin the past three months, have you done any of the following when purchasing a product (asked across multiple categories)?鈥
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Share of consumers trading down in Europe in 2025, by generation
In 2025, over ** percent of Gen Z in the UK said that they had traded down in some capacity when shopping. In contrast, just over **** of Boomers and the Silent Generation had done the same. Overall,聽** percent of people across all generations in the EU-5 countries said they traded down.
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McKinsey & Company. (June 1, 2025). Share of consumers trading down in selected European countries in 2025, by generation [Graph]. In 乐播传媒app最新版本. Retrieved August 13, 2026, from /statistics/1617923/trading-down-european-consumers-by-generation/
McKinsey & Company. "Share of consumers trading down in selected European countries in 2025, by generation." Chart. June 1, 2025. 乐播传媒app最新版本. Accessed August 13, 2026. /statistics/1617923/trading-down-european-consumers-by-generation/
McKinsey & Company. (2025). Share of consumers trading down in selected European countries in 2025, by generation. 乐播传媒app最新版本. 乐播传媒app最新版本 Inc.. Accessed: August 13, 2026. /statistics/1617923/trading-down-european-consumers-by-generation/
McKinsey & Company. "Share of Consumers Trading down in Selected European Countries in 2025, by Generation." 乐播传媒app最新版本, 乐播传媒app最新版本 Inc., 1 Jun 2025, /statistics/1617923/trading-down-european-consumers-by-generation/
McKinsey & Company, Share of consumers trading down in selected European countries in 2025, by generation 乐播传媒app最新版本, /statistics/1617923/trading-down-european-consumers-by-generation/ (last visited August 13, 2026)
Share of consumers trading down in selected European countries in 2025, by generation [Graph], McKinsey & Company, June 1, 2025. [Online]. Available: /statistics/1617923/trading-down-european-consumers-by-generation/
