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Behavior Change

Get to know your customer

External forces are changing buying behaviors faster than ever. Understand how different forces impact different types of shoppers and act accordingly.


Helping the FMCG industry understand the ‘Why behind the Buy’

Being aware of behavior changes is now more vital than ever before.
What choices are there to stay? Which are fluctuating trends?
Different forces are changing the buying intent of nearly every consumer; however, every consumer acts differently. GfK collects 360 shopper data to help you understand how each segment of buyer personas reacts to these forces.

GfK can help you identify what consumers buy and their reason behind it.
 Providing insights into the behavior changes that are crucial to your business and with that help you identify the right strategy for your categories or target segments.

Explore potential segments, shopper fundamentals and the driving forces behind consumer behavior below.


HubSpot Video

Discount switchers

HubSpot Video

Frequent e-grocery buyers

HubSpot Video

At GfK, we capture and assimilate behavioral data continuously. Be it the scanned FMCG household purchases via our Consumer Panel or the underlying motivations, needs, and wants via our Why2Buy ad hoc solution. This enables us to provide foresight on both the constants of change and the shocks that might last.

Our latest insights

Behavior Change: Analysis, Research & Consulting for Companies | GfK
Green ambitions, golden opportunities: Sustainability in times of instability

Discover how sustainable shopping behaviors are evolving in times of uncertainty. What is driving purchases and what isn't in our on demand webinar
Watch now
Behavior Change: Analysis, Research & Consulting for Companies | GfK
The shock of inflation: FMCG strategies to master shopper cuts

Insights into current shopper behaviors surrounding inflation, implications for channels, categories and brands across the FMCG industry.
Read now
Behavior Change: Analysis, Research & Consulting for Companies | GfK
Shoppers' behavioral response in unstable times

Download on demand content and watch our webinar to find out the current state of FMCG across the EU and how shoppers are responding.
access content
Behavior Change: Analysis, Research & Consulting for Companies | GfK
Shopping Behavior 2022: Of Shocks and accelerators
Looking at the evolution of shopping behaviors over the past year, this white paper provides insights on how trends in the FMCG industry have turned into shocks that transformed the retail landscape.
Read now
Behavior Change: Analysis, Research & Consulting for Companies | GfK
Behavior Change video series, industry expert interviews
GfK interviews industry experts from varying fields on their opinion on changing consumer behaviors’.
watch now

Solutions tailored to your needs

Our Consumer Panel solutions are your go-to source for information to capture and understand how behavior changes affect your market opportunities. Our unrivalled depth of continuous coverage ensures that you’ll have access to the most accurate single-source intelligence about what consumer goods shoppers actually buy and why.

Retailer Image
Category Drivers
Purchase Tree
Picture your buyer
Product Edge
  • Retailer Image

    GfK Retailer Perception Monitor

    In today’s times the FMCG market is dynamically evolving. Some retailers grow organically, others focus on optimizing the range to best meet customer needs. In developed markets, the fight for every shopper continues. And it's not just the market that is changing. Customers are changing their shopping habits too. Needs are constantly evolving, both in terms of breadth and assortment quality and the shopping experience.

    The year 2020 brought a new dimension to decision-making about the place of purchase, many customers broke down barriers and tried out new distribution channels. Understanding how shoppers rate their store’s performance on these evolving needs is the path to increased loyalty.

    Find out more

  • Category Drivers

    GfK Category Purchase Drivers

    The exploitation of the value potential for FMCG categories is critical for retailers to grow their business and for manufacturers to pursue the right category management and POS strategy. To be attractive to shoppers, it is important to know what the drivers of the different categories are. As shopper needs and trends continue to evolve, it is important to have a sound understanding of which category dimensions determine success.

    After the impactful incident of the Covid pandemic, which has significantly changed needs and shopping behaviour, it is even more important to explore whether existing category knowledge is still valid.

    With the CPD, you identify the main levers of Value Potential Exploitation for your category and know which actions to prioritise.


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  • Purchase Tree

    GfK Category Purchase Tree

    Your category management can only be successful if you know the structure of your categories and can identify potential and opportunity. GfK’s Category Purchase Tree identifies product affinity patterns to help you prioritize the strengths of product relationships. Understand your shoppers’ decisions by identifying the most relevant purchase criteria by product. We evaluate these criteria against key performance indicators, so you can adjust your shelf placement and assortment strategy to improve your performance. Armed with this insight, you can increase your margin and turnover in the potential segments.

    Based on actual purchase data collected in GfK’s Consumer Panels daily, GfK’s Category Purchase Tree helps you answer key business questions:

    • How do shoppers buy in my category?
    • What purchase criteria are relevant and which are the most important?
    • What product segments offer a particularly high return for my category strategy?
    • Where are my brand and product “white spots”?


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  • Picture your buyer

    GfK Paint a Picture

    The basis for effective targeting! Understand where your (non)buyers are headed, and how you can best meet their changing needs and demands.
    Paint a Picture delivers thorough consumer profiles of your target group incl. demographics, usage & attitudes, lifestyle, values & needs, purchase behavior & preferences and optional: media usage. We help you identify what barriers exist and what could be levers.

    • We bring all relevant dimensions together to an integrated 360° profile of your target group:
    • We use the holistic information provided by GfK Consumer Panel (data already available) to describe the core group (e.g. heavy buyers or other focus segments).
    • We filter out the distinctiveness of your focus target group and set out the strategy on how to successfully activate this consumer group .


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  • Product Edge

    GfK Product Edge

    To keep ahead of the FMCG market, manufacturers and retailers not only have to keep up with modernization and remain an attractive brand for their customers, but also take their wishes into consideration. One should also try making the launch of new products and relaunches main events in the FMCG calendar.

    But how superior are their brands, launches and relaunches for the different consumers? GfK´s Product Edge approach offers answers to all these questions.


    Find out more