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Who Cares? Who Does?

The latest FMCG shopper trends in sustainability and health, and the opportunities presented by the say-do gap.

Who Cares? Who Does? 2024

Our flagship sustainability study has evolved! Now in its 6th year, the Who Cares? Who Does? 2024 study now includes exciting new Health insights on FMCG shoppers in Europe.

Explore the latest in sustainable and health-related shopper behavior:

Single-source data from 15 European countries
Comparative analysis of sustainability trends with 6 years of eco-active segmentations and trended data, plus options to customize segmentation for your business needs
NEW survey content on health and well-being in FMCG
Link segments to category databases to see what sustainability- and health-conscious shoppers are buying

Who Cares? Who Does?

Health - 1st Edition

Our first Who Cares? Who Does? Health study explores groundbreaking insights into shoppers' health behaviors and the 'say-do' gap. Learn how consumer health influences lifestyle choices, discover the three Health Shopper Segments (Health Actives, Health Moderates, and Health Passives), and understand what health-minded shoppers expect from retailers and manufacturers.

Purchase the Health Report

Who Cares? Who Does?

Sustainability - 6th Edition

Discover actual shopper behaviors and the say-do gap impact. Our Who Cares? Who Does? Sustainability study explores European shoppers' commitment to sustainable practices in 2024.

Get expert insights from six years of eco-segment trends, understand the motivations and barriers for eco-active shoppers, and learn about the roles of retailers and manufacturers in promoting sustainability.

Purchase the Sustainability Report

Who Cares? Who Does? Health 2024