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A window onto tomorrow's shopper

Imagine if you could peer through the shop window at the world’s shoppers, observing their behavior and asking their opinion of how they buy today, and what they expect of retail tomorrow.

GfK's FutureBuy® study is that unique view– looking across online and in-person shopping. Every year, shoppers in 25 countries share their buying habits, the channels and touchpoints they use, their interactions with retailers, and how they include technology in their purchase journey. This exclusive study provides insight into the behavior and expectations of shoppers across all categories and markets.

Your resource to win shoppers all over the world

FutureBuy® lets you immerse yourself in the mindset of the shopper. It provides the breakthrough perspective that shopper and consumer insights managers, brand and sales directors, category managers and strategic planners need to succeed in this fast-paced, competitive sector.

Covering 16 Product Categories
From FMCG to healthcare to consumer technology, we look at how key retailing categories will need to evolve to meet the expectations of tomorrow’s shoppers.

Flexible reporting
FutureBuy® subscribers enjoy flexible online access to the results, as well as off-the-shelf country reports and custom reporting designed to meet their specific needs.

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Preview GfK's FutureBuy® Study

Discover how brands utilize FutureBuy® as a resource to win shoppers all over the world.

Access the Preview Report

GfK FutureBuy - your resource to win shoppers all over the workd

Shoppers today and the retail of tomorrow

GfK’s FutureBuy® study delivers a unique, forward-focused view, revealing the latest trends around:


• Lasting effects of COVID-19 on shopping

• How people are using smartphones for shopping and buying

• Consumers' biggest data privacy concerns

• How key in-store and online touchpoints influence purchases

• The importance of social media and user reviews

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Discover how FutureBuy® can help you win shoppers all over the world.