Simon-Kucher unveils the results of its new international study on luxury purchasing behaviors. While global growth is fueled by India and China, European and American consumers are demonstrating strong attachment to craftsmanship and heritage brands—while becoming increasingly price-sensitive.
Simon-Kucher has published the findings of its international study on luxury consumers. Conducted in April 2025 among over 1,000 consumers in key luxury markets (Europe, the U.S., China, and India), the “Luxury Consumer Study 2025” reveals a sharp polarization in behaviors depending on region: surging demand in India, status-driven loyalty in China, and a growing emphasis on discretion and value in Europe and the U.S.
Strikingly Contrasting Behaviors Across Markets
In India, appetite for luxury is soaring: 84% of current luxury consumers say they plan to increase their spending over the next 12 months—signaling robust industry growth ahead, likely to offset overall slowdown in other regions.
In China, consumption remains strong, supported by high brand loyalty and a pursuit of prestige.
In the United States, a trend of rationalization has emerged: while purchase frequency remains high, consumers are becoming more selective—driven in part by substantial price increases in recent years, which have negatively impacted the perceived value-for-money of luxury goods.
In France and Europe more broadly, luxury remains deeply embedded in consumer habits, but purchasing behavior is shifting toward a more thoughtful and less ostentatious approach to luxury.
In Europe: High Expectations and a More Discreet, Mature Approach to Luxury
European buyers continue to engage with luxury but are scaling back—25% say they intend to reduce their budget. Moreover, expectations around quality, sustainability, and especially price are intensifying. Over 75% of French consumers now compare prices between brands and channels before purchasing a luxury item.
“This level of scrutiny is unprecedented,” says Martin Crépy, Senior Partner and Global Head of the Consumer Goods & Retail practice at Simon-Kucher. “Brands must rethink their value proposition and customer experience to meet these evolving expectations.”
The study points to a gradual shift toward more “intelligent” consumption patterns: preference for timeless pieces, appreciation for artisanal craftsmanship, and rejection of overt logos. The rise of “quiet luxury” in Europe is evident—especially among consumers aged 45 and over. These buyers prioritize quality over display. The dominant profiles are Collectors and Quiet Luxury Enthusiasts—segments that value product authenticity and are not swayed by flashy marketing.
“This pursuit of sophistication without ostentation presents an interesting path for French luxury houses,” explains Camille Drumel, Partner at Simon-Kucher. “They are well-positioned to embody this more intimate, purpose-driven luxury, but must enhance their digital presence and invest in personalization through a reimagined ‘clientelling’ adapted to new channels.”
Full Study Results Available Upon Request: https://www.simon-kucher.com/en/insights/luxury-study-insights-luxury-industry-trends
About the Study:
The “Luxury Consumer Study 2025” was conducted in April 2025 by Simon-Kucher. It surveyed over 1,000 consumers across major luxury markets (Europe, the U.S., China, India), using a representative sample based on age, gender, region, and income level.
About Simon-Kucher
Simon-Kucher is a global consulting firm with over 2,100 employees across 31 countries. Our mission is to help clients unlock sustainable, profitable growth that drives measurable revenue and earnings. We achieve this by optimizing every lever of their commercial strategy—product, price, innovation, marketing, and sales—based on deep insight into customer needs and willingness to pay. With 40 years of experience in monetization, Simon-Kucher is recognized as the global leader in revenue growth and pricing strategies.
To learn more about Simon-Kucher and explore their insights on strategy, pricing, and growth, visit simon-kucher.com
