A new report by ESM: European Supermarket Magazine, in association with market intelligence firm IRI, has revealed the fastest-growing grocery categories across six key European markets: France, Germany, Italy, The Netherlands, Spain and the UK.

The Europe's Fastest-Growing Categories report, published in the latest edition of ESM, has found that the health and wellness trend is having a significant impact on how consumers shop, with the Chilled and Fresh category seeing gains right across Europe (including by 7.1% in Germany and 5.3% in the Netherlands).

Europe's consumers also appear to also be valuing the convenience of the Frozen category (up by 6.4% in Spain and by 5.0% in Germany).

At the other end of the spectrum, a declining birth rate in many European markets is impacting the Baby category (down by as much as 8.2% in the Netherlands, and 6.0% in France), while consumers also appear to be eager to spend less in the Personal Care and Household categories in several markets.