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Purpose-driven brands are the fastest growing

Find out how business for good is becoming a cornerstone for growth


Choice hierarchy is proving to be less defined by price, but more by the reflection of values. Shoppers increasingly look for brands and products that smoothly combine lifestyle demands with the business for good. 
And there is a true business rationale. Evidence shows that purpose-driven brands are the fastest-growing, especially among younger buyer groups. Importantly, this development seems resistant to the current socio-economic challenges. For a growing number of shoppers, cost is rather a socio-cultural evaluation. Purposeful purchasing – at the expense of functional purchasing – is here to stay. 

Purpose-graph - subpage

Environmentally friendly brands on the rise

Thoughtful purchasing has been rising over the past few years. Eco-activism keeps growing, with concerns focused on plastic and packaging in the shorter term. The crisis has been a catalyst. It has deepened consumer commitment on the environment and brought wider related aspects such as local and social equitable purchasing into the realm. What also stands out is the need to be inspired. They want to do good, but especially in times of hasty shopping, need guidance on how to go green.


    Our latest insights

    Consumer Behavior Shifts towards purpose & value driven brands: data
    How FMCG brands can capitalize on eco-trend

    52% of shoppers globally say that sustainability has become more more important to them because of the pandemic. This large-scale shift in consumer attitudes presents a challenge for businesses. Brands must harness data to access eco-consumer spending power. Get more recommendations here.
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    Consumer Behavior Shifts towards purpose & value driven brands: data
    Eco-active consumers

    For growing segments of society, sustainability has only strengthened as a core value. But will the upsurge in ‘green’ habits last, once COVID restrictions are lifted? Our experts are joined by guest speaker Benjamin van der Kloet, Head of Marketing (Benelux, Italy & Iberia) at Innocent drinks, as they cover the latest on green values amongst European consumers.
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    Consumer Behavior Shifts towards purpose & value driven brands: data
    Plastic concerns

    Against the backdrop of the COVID-crisis, GfK in cooperation with Kantar and Europanel, investigated how awareness towards sustainability had changed. What requirements do consumers have regarding the sustainability of FMCG products? Who can and should make a difference from the consumer's point of view? Find out more in our white paper. 
    Consumer Behavior Shifts towards purpose & value driven brands: data
    Behavior Change video series, industry expert interviews

    GfK interviews industry experts from varying fields on their opinion on changing consumer behaviors’.
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    Consumer Behavior Shifts towards purpose & value driven brands: data
    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
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    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.

      Find out more


    • 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”?

      Find out more

    • 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

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