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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

A trusted partner to FMCG brands

More than 3500 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.
And now that we've merged with NIQ, those insights become even more powerful, with point of sales (POS) data, along with a broad range of consumer insights that help you define the right strategy for your brand, category or target segments.