Shopper Perspectives
Understanding generational shoppers' insights for FMCG.
Each generation is shaped by different attitudes and behaviors influenced by their experiences and current life conditions. This includes young shoppers, aging shoppers, and CEE (Central and Eastern European) shoppers. By focusing on the key themes that define them, we provide opportunities to engage them effectively!
Different perspectives for deeper insights
Our latest whitepaper series explores different shopper perspectives, offering a deeper understanding and meaningful insights. By examining three distinct perspectives, we analyze what characterizes these shoppers and their shopping behavior.
- What are their concerns?
- Which topics trigger their interest?
- What are the implications for FMCG?
Young shoppers in FMCG: What’s the deal?
Generation Z (Gen Z), aged 10 to 30 years, has been significantly impacted by ongoing global crises, which have affected their mental health and shaped their behaviors. As the youngest shoppers following the Millennials, Gen Z is now growing up and making their own purchasing decisions.
- What role do health and wellbeing play for Gen Z?
- Which brands do they prefer?
- How can the FMCG industry and retailers meet their needs?
Understanding the aging shopper perspective
Millennials, Gen X, and Boomers have distinct attitudes and behaviors shaped by their experiences and current life conditions. These generations have been significantly impacted by various global events across their lifetimes, influencing their mental health and shaping their actions. As established consumers, they are making informed purchasing decisions.
- How do health and wellbeing trends impact these generations, if at all?
- Can brands tempt them away from private labels and discounters?
- What opportunities exist with these target groups?
Shoppers in Central and Eastern Europe: Don’t miss out on them!
The 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?
Why YouGov?
Hear from the top businesses who back their bets with research.
"The enhanced continuous data that we receive has helped to broaden the reach of shopper insights, both internally but also with retailers. Having clear shopper KPIs engrained in the business and being able to explain performance concisely has been a key unlock. The responsiveness and openness of the team is also very much appreciated."
Alex Foch, Shopper Insights Lead, Benelux at PepsiCo