Stat: Consumer confidence recovers as British shoppers prioritise experience-led spending

UK – According to Bauer Media Outdoor’s Audiences in Focus report, 38% of Britons say they’re spending more of their disposable income now than a year ago. Grocery shopping remains the biggest spending category for 69%, followed by travel (31%) and eating out (29%). 

The study of 2,000 UK consumers also found that Gen Z prioritise spending on snacks (32%) and entertainment (26%), while Millennials favour clothes (37%) and travel (30%). Our Functional Feasting macrotrend report identified how, in times of economic uncertainty, consumers are willing to splurge on snacks as they are a more affordable indulgence than dining out – a phenomenon known as the ‘little treat economy’.  

Across all ages, spending is increasingly motivated by mood boosts (32%), new experiences (31%) and self-improvement (23%). These findings reflect insights from our Communities report, The Value Vanguard, which identified shifting consumer motivations for spending, including a growing preference for experiences over objects.