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Fast-Moving Consumer Goods (FMCG)

Learn about the latest trends in FMCG: which segments are buying what, why, on which channels, and where

A changing industry

The fast-moving consumer goods (FMCG) industry is facing numerous concerns. Different forces are changing the buying preferences of all shoppers in these turbulent times: budget, safety, and energy concerns are competing with health and sustainability. From a channel perspective, e-grocery value share continues to grow and has doubled in Europe over the last two years.

Rising raw material costs and supply chain disruptions further complicate matters for FMCG leaders who are scrambling to suit shoppers’ needs.

As shopper behaviors change, brands must adapt – or risk losing out to the competition.


higher FMCG value in 2022 than in 2019


higher E-grocery value shares than in 2019


of EU shoppers are eco-actives, where numbers are growing exponentially

GfK: A trusted partner to FMCG brands

More than 3500 European FMCG brands choose GfK to get a 360° view of their shoppers - who the target segments are, what they are buying and the reason behind it - to optimize marketing ROI and grow market share.
With our continuously captured data and insights, we have in depth understanding of the different behavioral changes that affect your business. GfK strives to help you master the Why to Buy concept, helping you define the right strategy for your brand, category or target segments.
  • GfK's triangle of relevant measured purchase data, reliable shopper insights and consulting expertise helps us to leverage specific category potentials. GfK adapts to our specific needs with customized shopper studies and supports us with necessary insights when we need them. The close and trustful partnership with GfK is contributing to our success in understanding our consumers and shoppers.
    Daniel Hottinger,
    Business Development Director CPD, L'Oréal
  • Haribo Austria has been a “happy” client of GfK for many years. We appreciate the continuous and very competent support of the entire GfK team, which always has an open and understanding ear for our ideas. Training appointments are scheduled at short notice, helpful analyses are designed in no time at all. Large and small potentials are meticulously tracked down enabling a continuous sense of achievement when it comes to market development. We look forward to further cooperation with GfK and it is “simply fun” to work with a competent partner.
    Belinda Zastera,
    Marketing Manager, Haribo
  • It was the first time Siroperie Meurens used GfK services. The service and guidance provided by GfK's team was very attentive, patient and above all, professional. It all made the whole experience very smooth and comfortable. The announced leadtime were fully respected and the data provided insightful and qualitative.
    Raphaël Magette,
    Sales Manager, Siroperie Meurens
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Interviews with the experts: Hear how leaders are adapting to new shopper behavior