YouGov set to revolutionize Finnish FMCG market with innovative shopper panel

YouGov, a global leader in market research and data analytics, has announced plans to expand its innovative shopper intelligence capabilities to Finland in 2026. This strategic move marks a significant milestone in YouGov's Nordic growth strategy and promises to transform data collection and analysis for the Fast-Moving Consumer Goods (FMCG) sector in Finland.

The planned Finnish shopper panel will integrate passive data collection from a target of 5,000 households. This next-generation approach aims to capture real-time consumer attitudes and observed behaviour, delivering richer, more diverse data sets to help Finnish businesses navigate the complex FMCG market more effectively. This expansion into the Finnish market will allow YouGov to support clients across multiple markets with comparable data, enabling more comprehensive and consistent insights across regions.

"Our planned expansion into Finland represents a crucial step in our Nordic growth strategy," says Stefan Heremans, President of YouGov Shopper. "By introducing our innovative data collection methods to the Finnish market in 2026, we're not only entering a new territory but also revolutionizing further how we gather consumer insights in the region. This approach will set the foundation for our continued expansion across the Nordic countries."

Leveraging YouGov's global panel of over 29 million registered members across 63 markets, the new panel infrastructure in Finland will combine survey data from YouGov's established panel with cutting-edge behavioural data through automated receipt data collection. This integration is designed to deliver a more holistic view of the consumer while maintaining the highest standards of privacy and data protection.

Key benefits for Finnish FMCG brands and retailers will include:

• Enhanced panel infrastructure for broader and deeper consumer coverage
• Real-time tracking of shopping patterns and purchase behaviour
• Seamless integration of observed behaviour and survey data
• Local customization to reflect Finnish consumer dynamics

The Finnish expansion will build upon YouGov's collaboration with Heco et al, which has been instrumental in implementing passive data collection in the Nordic countries. Heco et al operates the Optius.app that allows consumers to connect their loyalty accounts and benefit from statistics on buying behavior and product information. Consumers' grocery purchases are anonymized to create market insight and shopper intelligence.

"We are thrilled to announce the further expansion of our collaboration with YouGov, now extending into Finland as part of our ambitious growth strategy. Optius.app will enable Finnish consumers to effortlessly fetch and use their own e-receipts to spend smarter and save on groceries, while helping businesses adjust and improve their product offerings. With this launch, Finland will join the rest of the Nordic countries already using this service, and we look forward to seeing how Finnish users will embrace it,” says Benjamin Heco, Founder & CEO of Heco.

The planned Finnish launch is part of a broader European expansion of YouGov's advanced data collection capabilities, reinforcing the company's commitment to delivering innovative, future-ready research solutions across the continent. With access to millions of interconnected data points and real-time trend tracking, Finnish businesses will be able to harness YouGov's shopper intelligence to drive growth and confidently explore new opportunities.