In Finland, 49% of shoppers say they are struggling financially, compared with 38% in Sweden, and 28% in Denmark and Norway. At the other end of the spectrum, close to half of Danish shoppers describe their finances as very comfortable, while fewer than 1 in 10 say the same in Finland. This contrast highlights how different financial starting points coexist within the same region.
This financial backdrop feeds directly into broader societal concerns. Budget concerns rank as the top societal issue across all four countries (48%), followed by climate change (34%) and own/family safety (33%). While economic worries dominate, mental health concerns are rising across the region, and climate and pollution concerns have moved slightly into the background compared to previous years.
Cautious outlook, present focus
Expectations for the future reflect this cautious environment. Across the region, 42% believe their financial situation will worsen, while only 5% expect improvement and 11% say they feel excited about the future. Most shoppers concentrate on the immediate: 66% focus on the here and now, while 23% feel nostalgic about the past.
National differences again stand out. Pessimism is strongest in Finland, where 51% expect their finances to worsen and only 3% expect improvement. In Denmark, 36% expect worsening, nearly as many foresee no impact, and 7% believe their financial situation will improve. Together, these figures point to a region where caution outweighs optimism, but intensity varies by market.
Control first – but room for small escapes
In response, many shoppers prioritize control. The main coping strategies are checking prices (53% expects to do this more), searching for promotions (46%), and cutting food waste (43%). In Finland, lower basket sizes reflect stronger financial pressure.
At the same time, enjoyment remains part of the equation. While 41% do not feel like indulging, 59% say they want to enjoy the moment making the most of the here and now as the future feels uncertain. Warm drinks, sweet treats, and cooking or baking rank among the top food-related mood boosters, alongside exercise and time with friends or family.