The French are turning their noses up at wine and rejecting their croissant in favor of breakfast cereal, the English are turning from tea to mineral water and the Spanish are turning to pizza at an alarming rate. In short we are beginning to see the evolution of the Euro consumer. That seems to be the message from research conducted by Europanel, an association of research companies across 23 countries which monitor buying patterns using consumer panels. Social and demographic factors and the marketing strategies of multinational food and drink companies are combining to make the lifestyles of different European nations more alike. The main demographic factors leading to this increasing uniformity across the continent are falling birth rates and easier divorce, according to one member of Europanel. He said, “The result is smaller households, which rely more on things such as microwaves and convenience foods, whatever the nationality.” It is noted that once a major manufacturer has won a dominant share in a mature market, it will look abroad for pastures new. Breakfast cereals are one such product. With growth possibilities in the mature British market slowing, manufacturers crossed the Channel. As a result, cereal sales in France grew by 18% in a year. Similarly, tomato ketchup sales have boomed in such unlikely places as Spain and France, with growth rates of 28% and 18%, respectively. How far the process will go is anybody’s guess. Increased choice is all very well, but the prospect of every kitchen in Europe serving up milk-sodden cereal in the morning and microwaved pizza in the evening is surely a depressing sight.