Shoppers in Central and Eastern Europe: Don’t miss out on them!

The Central and Eastern Europe (CEE) region, with over 140 million people and 50 million households, is a key player in the FMCG market, generating around 130 billion Euros in 2024. The region dominates FMCG value growth in Europe, with Poland leading at 8.3%.

• What role does sustainability play for shoppers in the CEE region?
• How do shoppers make sure that they get the most out of their budget?
• How can the FMCG industry and retailers catch this target group?

This Shopper Perspectives Paper highlights market opportunities for FMCG in Central and Eastern Europe (CEE) from the 2024 spring and fall editions of our bi-annual Behavior Change studies. This rolling analysis now includes 21 countries across Europe. In addition to this report, we also rely on some of our other established sources, such as our consumer panel insights and the 2024 edition of the Who Cares? Who Does? Health and Sustainability reports.

The countries that we are looking at include “the CEE-8”, of which seven are part of the European Union (EU) – Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Romania, and Slovakia – plus Serbia, and the Ukraine.