2026/27

<font color="#ffffff">CONSUMER LIFESTYLE </font>

EUROPE

Overview

Europe remains a global powerhouse of economic maturity, underpinned by a robust industrial and financial infrastructure. However, the continent's internal diversity presents a nuanced landscape for brands—demanding region-specific strategies rather than a one-size-fits-all approach.<div><br></div><div>Western Europe continues to set the pace in technological advancement, hosting a high concentration of Fortune 500 enterprises and acting as an incubator for innovation.</div><div><br></div><div>Eastern Europe, leveraging its resource-rich profile and industrial heritage, is undergoing rapid modernization, emerging as a key growth zone for manufacturing and infrastructure-driven sectors.</div><div><br></div><div>Southern Europe maintains its strength in tourism and agriculture, positioning itself as a lifestyle-driven economy where experiential and heritage-based products resonate strongly.</div><div><br></div><div>Northern Europe stands out with its sustainability-first mindset, high living standards, and a consumer base deeply aligned with values around wellness, ethical consumption, and digital convenience.</div><div><br></div><div>This report delivers a comprehensive lifestyle analysis of European consumers, combining geographic segmentation, emerging market trends, and shifting consumer behaviors. Through real-world scenarios and strategic case studies, it identifies actionable insights for brands looking to enter or expand in the European market—highlighting both immediate opportunities and longer-term innovation pathways tailored to regional sensibilities.</div>

Natural Awe / Minimalist Sustainability<div><br></div><div><br></div><div>Lifestyle</div><div><br></div><div>"Hygge" Comfort Philosophy</div><div><br></div><div>Secondhand Markets / Repair Workshops</div><div><br></div><div>Cycling Culture</div><div><br></div><div><br></div><div>Material Strengthening and Environmental Certification</div><div><br></div><div>Long-Term Wear Philosophy</div>

Spiritual Fulfillment / Artistic Aesthetics<div><br></div><div><br></div><div>Lifestyle</div><div><br></div><div>Park Reading</div><div><br></div><div>Exquisite Afternoon Tea</div><div><br></div><div>Weekend Art Markets</div><div><br></div><div><br></div><div>Exquisite Craftsmanship</div><div><br></div><div>Original Design / Artistic Beauty</div>

Natural Awe / Minimalist Sustainability<div><br></div><div><br></div><div>Lifestyle</div><div><br></div><div>"Hygge" Comfort Philosophy</div><div><br></div><div>Secondhand Markets / Repair Workshops</div><div><br></div><div>Cycling Culture</div><div><br></div><div><br></div><div>Material Strengthening and Environmental Certification</div><div><br></div><div>Long-Term Wear Philosophy</div>

Natural Awe / Minimalist Sustainability<div><br></div><div><br></div><div>Lifestyle</div><div><br></div><div>"Hygge" Comfort Philosophy</div><div><br></div><div>Secondhand Markets / Repair Workshops</div><div><br></div><div>Cycling Culture</div><div><br></div><div><br></div><div>Material Strengthening and Environmental Certification</div><div><br></div><div>Long-Term Wear Philosophy</div>

Minimalist Comfort

Historical Immersion

Minimalist Comfort

Minimalist Comfort

Main Heading

<b>Lifestyle Philosophy: </b><div>Embrace the Polar Night, Explore the Secret to Happiness in Minimalist Living<div><br></div><div>Nordic people advocate for a simple and comfortable lifestyle, focusing on quality of life rather than the accumulation of material possessions. They do not seek luxury or showiness but instead build their happiness philosophy through simplicity and comfort.</div><div><br></div><div><br></div><div><b>Consumer Preferences: Simple Yet Meaningful</b></div><div><br></div><div>In daily life, they tend to choose items that truly enhance happiness and practicality. They find inspiration in nature, incorporating a variety of natural and eco-friendly elements, such as wood and linen, into product designs to create a warm and tranquil living environment.</div><div><br></div><div><br></div><div><b>Representative Cities:</b></div><div><br></div><div>Denmark (Copenhagen): The birthplace of Hygge culture, a cycling paradise, and a representative of Nordic minimalist living; Norway, Sweden, Finland, Iceland, and other regions.</div></div>

Minimalist Comfort

According to CCTV News, from January to August 2024, the trade volume between China and the five Nordic countries reached 35.44 billion USD, an increase of 5.7% year-on-year, and the quality of trade exchanges between the two sides has also been improving. According to customs data, from January to September 2024, China's export of knitted products to the EU reached 11.591 billion USD, an increase of 3.33% year-on-year. Additionally, according to the EU's statistical data for the same period, from January to August, China's knitted products accounted for 26.69% of the EU's total imports, an increase of 0.88 percentage points compared to the same period last year. The cold climate in Nordic countries makes knitted clothing, known for its warmth and comfort, meet the quality demands of Nordic consumers, making it a key area for attention.

"Hygge"

Hygge is a unique cultural concept from Denmark, referring to creating comfort, warmth, and a sense of contentment in everyday life. It involves elements such as candles, blankets, and hot drinks to create a cozy atmosphere, conveying happiness through family gatherings or outdoor activities.

Hygge is a unique cultural concept from Denmark, referring to creating comfort, warmth, and a sense of contentment in everyday life. It involves elements such as candles, blankets, and hot drinks to create a cozy atmosphere, conveying happiness through family gatherings or outdoor activities.

Nordic countries advocate for "making the most of what you have" rather than fast consumption. Cobblers, secondhand book stalls, and furniture renovation workshops are found on every street, showcasing a vintage trend of giving new life to old items in the secondhand market.

Sustainable Travel (Cycling Culture)

Secondhand Market / Repair Workshop

<b>Concept Opportunities</b><div><br></div><div><br></div><div>Material Strengthening and Environmental Certification</div><div><br></div><div>Warm, Healing Home Environment</div><div><br></div><div>Long-Term Wear Philosophy</div><div><br></div><div><br></div><div><br></div><div><b>Product Opportunities</b></div><div><br></div><div><br></div><div>Clothing Accessories: Minimalist T-Shirts / Sports &amp; Outdoor Wear / Cycling Outfits / Vintage Suits / Homewear / Canvas / Woven Bags / Colorful Scarves / Knitwear</div><div><br></div><div>Home Decor: Vintage Furniture / Ambient Lighting / Soft Fabrics / Blankets / Handmade Ceramics / Wooden Crafts / Tableware / Scented Candles</div><div><br></div><div>Pattern Elements: Fair Isle / Abstract Geometry / Natural Plants</div>

<b>Lifestyle Philosophy: Emphasis on Fashion and Quality</b><div><br></div><div>Western European consumers value personal cultivation and appearance, believing that fashion and quality should go hand in hand. They respect diverse cultures and pursue artistic beauty and quality in daily life, seeking spiritual fulfillment and satisfaction.</div><div><br></div><div><br></div><div><b>Consumer Philosophy: Consumption as a Medium of Life Aesthetics</b></div><div><br></div><div>Consumers in Western Europe have high expectations for fashion and quality in clothing. As a result, China's exported textiles need to continually improve in design and quality to meet market demands. The market is known for its diversity and high quality, covering fields such as fashion, technology, and luxury goods.</div><div><br></div><div><br></div><div><b>Representative Cities:</b></div><div><br></div><div>France, Switzerland, the UK, Germany, the Netherlands, Belgium, etc.</div>

In Western Europe, the refined artistic lifestyle is a pursuit that closely integrates art with daily life. It is reflected in people's preference for high-quality products and services with aesthetic value. For example, French consumers are willing to pay a premium for brands with exquisite craftsmanship and unique designs, while Italian consumers focus on the cut, fabric, and design style of fashion garments, preferring high-quality fashion products.

From January to April 2024, China exported textiles and apparel worth 1.68 billion USD to France, a 6.0% year-on-year increase. Apparel accounted for more than three-quarters of the total, with an export value of 1.27 billion USD, growing by 6.6%. According to Textile Trade Promotion statistics, the key categories exported to France include synthetic fiber knit pullovers, women's dresses, coats, and men's overcoats, which together account for 30% of the total export value to France, highlighting the deep demand for clothing styles and quality in Western European countries.

The UK, as one of the key export destinations for jewelry, has a stable market demand. The focus of the UK jewelry market is on exquisite craftsmanship and unique designs.

Covent Garden Market in London, one of the most famous art and craft markets, has a flagship store density of 38%. The frequency of street art performances is 12 per day. Among the local art market visitors, 78% of consumers believe that "original design" is the key factor in their purchasing decisions.

Park Reading

The reading chairs in Luxembourg Gardens are not just a physical facility, but a cultural symbol, representing Paris and Europe's emphasis on public reading spaces and the reverence for reading culture.

Weekend Art Market

Exquisite Afternoon Tea

Weekend art markets are common cultural activities in Western European cities, providing artists and artisans with a platform to showcase and sell their work. They are typically set up in historic city districts, closely integrating art with daily life.

Afternoon tea originated in Victorian England as part of aristocratic social activities. Today, it has become a widespread lifestyle under youth social culture and is a symbol of expressing one's attitude toward life.

Exquisite Art -<div><span style="background-color: transparent;">Product Opportunities</span></div>

<b style="font-style: normal;">Concept Opportunities</b><div><br></div><div><br></div><div>Original Design</div><div><span style="background-color: transparent;">Exquisite Craftsmanship</span></div><div><span style="background-color: transparent;">Artistic Relaxation</span></div><div><br></div><div><br></div><div><br></div><div><b>product Opportunities</b></div><div><br></div><div><br></div><div>Clothing Accessories: Artistic Commuter / Minimalist Artsy / Soft Power / French Tea Dress / Shirt Dress / Floral Elements / Italian Vintage / British Gentleman / Old Money Elegance</div><div><br></div><div>Jewelry and Accessories: Vintage Mix and Match / Unique Symbolism / Gemstones and Crystals / Retro Mixing</div><div><br></div><div>Cultural and Artistic Products: Paintings and Books / Stationery / Artistic Ornaments / Handmade Jewelry / Felt / Vintage Tableware / Niche Designer Brands / Artist Collaborations</div>

Elastic Relaxation

Lifestyle Concept: Filled with Passion and Laziness<div><br></div><div><br></div><div>The sunny beaches and warm climate of Southern Europe give people a passionate and laid-back attitude toward life. They know how to enjoy every beautiful moment in life, returning to localized experiences of happiness.</div><div><br></div><div><br></div><div><br></div><div>Consumption Concept: Consumption in Sync with Natural Rhythms</div><div><br></div><div><br></div><div>During the consumption process, they tend to choose more relaxed and flexible experiences, with brands offering personalized customization services being particularly favored in the region.</div><div><br></div><div><br></div><div><br></div><div>Representative Cities:</div><div><br></div><div><br></div><div>Spain, Portugal, Italy, Greece, etc.</div>

According to the latest report by AirDNA, bookings for vacation rentals in Greece during Easter 2025 increased by 77% compared to 2024, with some popular destinations seeing a 100% growth in bookings. The local traditional festivals give the tourism industry a significant boost, while the afternoon nap culture leads most shops to close for 3 hours during the summer afternoons. This creates a unique flexible work and lifestyle model, which is also considered a key factor behind the country's average life expectancy of over 82 years.

Flexible Lifestyle Rhythm and Local Cultural Characteristics

<font color="#2049ee">Portugal — Digitalization and Tech Upgrading</font>

Portugal and Spain, located in Southern Europe, both have textile and apparel industries as one of their most important manufacturing sectors, with development levels ranking among the top in European countries.

Southern Europe Textile and Apparel Industry Characteristics and Overview

The northern regions of Portugal, Porto and Braga, are important industrial clusters, accounting for 84% of the country's textile and garment industry capacity. Portugal's textile industry has been dedicated to improving automation, digitalization, and sustainability. Among the 190 countries recognized by the World Bank, Portugal ranks first in terms of ease of doing business.

Spain's textile and apparel industry has a strong industrial foundation, nurturing internationally renowned brands and companies such as INDITEX, Punto Fa, and LOEWE. In 2023, the trade value between China and Spain's textile and apparel sectors reached 4.28 billion euros, with China exporting 4.18 billion euros to Spain, accounting for 97.7% of the total trade volume. The main exported products include various knitwear, knit fabrics and accessories, and synthetic functional garments.

Spain — A Textile Nation Filled with Artistic Flair

IG # Siesta<div><br></div><div>2.45 Million+ Posts</div>

"Siesta"

In Spain, the siesta is a traditional lifestyle. People rest between 1 p.m. and 4 p.m., and when the sun sets and night falls, the streets of Southern Europe come alive once again.

Easter Revelry

"Siesta"

In Spain, the siesta is a traditional lifestyle. People rest between 1 p.m. and 4 p.m., and when the sun sets and night falls, the streets of Southern Europe come alive once again.

Southern Europe boasts numerous beautiful beaches, such as Sardinia in Italy and Santorini in Greece. People enjoy vacationing at the beaches during summer holidays, enjoying the sunshine, sandy beaches, and waves.

Lifestyle Concept: Tradition and Modernity Coexist<div><br></div><div><br></div><div>Eastern Europe respects history and tradition, with a strong focus on preserving and passing on cultural heritage. Shaped by historical trauma (wars, regime changes), the people embrace optimism and innovation.</div><div><br></div><div><br></div><div><br></div><div>Consumption Concept: Cultural Symbol Consumption</div><div><br></div><div><br></div><div>Local consumers place greater importance on the cost-effectiveness and durability of products, while also having a strong sense of identification with their local culture.</div><div><br></div><div><br></div><div><br></div><div>Representative Cities:</div><div><br></div><div><br></div><div>Poland, Czech Republic, Hungary, Romania, Bulgaria, Ukraine, etc.</div>

<b>Concept Opportunities</b><div><br></div><div><br></div><div>Natural Ingredients</div><div><br></div><div>Relaxed Atmosphere</div><div><br></div><div>Local Features</div><div><br></div><div><b>Product Opportunities</b></div><div><br></div><div><br></div><div><br></div><div>Relaxed Home: Natural Bedding Sets / Loungewear / Sleep Masks / Ostrich Pillows</div><div><br></div><div><br></div><div>Resort Wear: Shirt Sets / Dresses / Swimsuits / Lace / Floral Elements</div><div><br></div><div>Sunglasses / Beach Shoes / Straw Bags / Hats / Linen Fabrics / Vintage-Inspired Accessories / Headscarves</div><div><br></div><div><br></div><div>Festival Elements: Exquisite Lace / Ruffles / Sequins and Beads / Bright Colors / Flamenco Skirts / Headpieces (April Festival Attire) </div>

According to the Hungarian Central Statistical Office (KSH), in 2024, local accommodations hosted a total of 18 million tourists. This represents an 11% increase compared to 2023, with 9.3 million domestic tourists and 8.7 million foreign tourists. Based on data from the European Union Statistics Office for the first 10 months of 2024, the growth in commercial accommodation overnight stays in Hungary exceeded the European average by 150%. <b><font color="#4c65e1">Eastern European Consumer Spending Priorities: Holidays and Travel</font></b><div><br></div><div>In 2024, despite inflation and financial pressures, Eastern European consumers will still prioritize spending on holidays, health and well-being, and hobbies. According to the United Nations World Tourism Organization's "World Tourism Barometer" report, global tourism has recovered to 98% of pre-pandemic levels in the first nine months of 2024, with a 1% growth in Europe, indicating sustained demand for holiday-related products.</div>

The Ecological Rose Valley in Bulgaria: The rose industry and tourism are among the key pillar industries of Bulgaria's economy.

Warsaw Old Town, Poland | A "Miracle of Rebirth" as a World Heritage Site, with the World Bank predicting Poland's GDP growth rate will rebound to 3.0% in 2024, with tourism playing a positive role.

The ancient architecture in Eastern Europe, such as Warsaw Old Town and the Budapest Grand Hotel, not only preserves rich historical relics but also rejuvenates these landmarks in modern life through contemporary restoration and preservation techniques.

Strolling Through Ancient Cities

Strolling Through Ancient Cities

Strolling Through Ancient Cities

The Eastern European region is home to a community of niche, artistic youth, such as Hungary's Sziget Festival, the Prague International Arts Festival, and the graffiti art districts in Minsk, showcasing the diversity and artistic creativity of the local youth culture.

In Eastern Europe, Bulgaria's Rose Festival, Czech Bohemian workshops, Poland's folk embroidery and pottery-making classes, and Romania's traditional music and dance performances have become key ways for people to inherit and experience the local culture.

<b><font color="#a640ba">Concept Opportunities</font></b><div><br></div><div><br></div><div>Function + Narrative (Transforming products into cultural communication mediums)</div><div><br></div><div>Ruins Aesthetics</div><div><br></div><div>Cultural Identity</div><div><br></div><div><br></div><div><br></div><div><b>Product Opportunities</b></div><div><br></div><div><br></div><div>Niche Design Aesthetics: Renaissance / Mystical and Bizarre / Fusion of Past and Present / Modern Elegance</div><div><br></div><div>Brand Recommendations (Magda Butrym / Nanushka)</div><div><br></div><div><br></div><div>Cultural Symbols: Cultural Tourism Collaborations / Ancient Architecture Elements / DIY Handcrafts / Unique Accessories</div><div><br></div><div><br></div><div>Home Decor: Bohemian Style / Antiqued Furniture / Rugs / Exotic Home Textiles</div><div><br></div><div><br></div><div>Local Features: Ukrainian Embroidery / Polish Colorful Folk Clothes / Gothic / Baroque Style / Folk Patterns / Mask Headwear</div>