A shift in European consumer habits from ownership to subscription-based services is accelerating, with the European Union labeling the trend "Product-as-a-Service," according to a report published Monday.
Under this model, customers gain temporary access to products—ranging from smartphones and washing machines to wardrobe items—while companies retain ownership. The European Environment Agency noted that the number of EU businesses offering leasing or rental services for personal and household goods rose by 13% from 2021 to 2023, surpassing 46,000 companies. Their combined revenue grew by 26% over the same period, reaching €21 billion.
The trend reflects a broader cultural move toward flexibility and practicality, with consumers increasingly opting for short-term use over permanent ownership. The report highlights that the concept, while not new, is expanding rapidly across sectors, driven by the appeal of avoiding long-term storage and maintenance costs .
