Independent market analyst Datamonitor's new report, People On-the-Move , found that European consumers are becoming happier to consume while travelling. With European consumers set to spend more time travelling, social barriers to eating, drinking and grooming while on-the-move are starting to break down. Marketing has to highlight the time-saving benefits of on-the-move consumption and emphasise that there is nothing unreasonable or selfish about grabbing a quick bite on your way to work, or fixing your make-up before an evening out.