a lady with a mask and a hat on, holding a bag of crisps whilst standing in the packaged foods aisle in a hypermarket

10 FMCG personas critical for growth

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COVID-19 spurred new tech adoption and health/diet changes, but over the past 12 months some trendlines have levelled off. Understanding shifts in consumer behaviour, preferences and attitudes will be critical to charting a successful growth strategy.

Leveraging YouGov data, we’ve identified 10 key consumer audiences about whom FMCG brands need a nuanced POV.

Sober partiers – 77% of adults in Great Britain say that they don't need to drink alcohol to have fun

Experimental chefs- 66% of Brits like to experiment with new recipes

Sit-down scranners – 65% of adults in GB usually sit down together for a meal at home

Frozen food stockers – 57% of British adults tend to stock up on their favourite frozen foods when on sale

Flexitarians –38% of Britons say that they are actively trying to reduce their meat consumption

Coffee connoisseurs –30% of Brits like to indulge in fancy coffee drinks

Sweet snackers – 30% of British adults feel “sweets over crisps any day”

Organic obsessed – 28% of adults in GB prefer to serve organic and natural foods to their family

Guilty consumers – 27% of Brits say that sometimes they feel guilty when consuming meat and dairy products

Time crunched cooks – 26% of Britons say that their lifestyle doesn't allow them time to prepare and cook food

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Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.