Unlock shopper insights with FMCG shopper types

There are various types of shoppers with different purchasing behaviors. In 15 European countries, Discount Shoppers and Promo Hunters make up 61.3 million households and account for €242.2 billion in FMCG spending. While Quality Shoppers and Local Traditional Shoppers are fewer in number, they play a significant role due to their higher spending levels in the FMCG sector. Understanding these shopper types is crucial for meeting category needs effectively.

The FMCG Shopper Types segmentation uniquely combines measured purchase data with shopper opinions and attitudes using YouGov Shopper Intelligence. This typology creates a shared language for retailers and manufacturers and is applied across various FMCG categories.

Dive deep into harmonized, comparable insights across countries, providing a consistent 360° view of shoppers. The segmentation identifies international shopper profiles and their habits across Europe’s markets, helping businesses address different shoppers with different needs more effectively.