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YouGov, a global leader in market research and data analytics, is proud to announce a major enhancement to its Swedish consumer panel – introducing passive data collection to deliver deeper, more dynamic shopper intelligence for the Fast-Moving Consumer Goods (FMCG) sector.
This strategic expansion doubles the size of YouGov’s Swedish shopper panel to 8,000 households, combining 4,000 actively reporting with 4,000 passively tracked participants through automated receipt data collection. By merging consumer attitudes with observed real-world behavior, YouGov will continue to provide Swedish businesses with an unprecedented, real-time understanding of how consumers shop, think, and choose across categories and target groups.
The upgraded panel is currently in development and will be fully operational in 2026.
“With this major panel enhancement, Sweden joins our Nordic journey toward smarter, faster, and more connected consumer intelligence,” says Stefan Heremans, President, YouGov Shopper. “By combining our traditional panel with passive data collection, we’re taking another bold step in transforming FMCG insights – transforming how Swedish brands and retailers see and respond to real-world shopper behavior.”
Key benefits for Swedish FMCG brands and retailers:
- Expanded panel of 8,000+ households, nationally representative, for broader and deeper consumer coverage
- Real-time insights into purchase patterns and evolving shopper behaviour
- Integration of attitudinal and behavioural data for a 360° view of consumers
- Market-specific implementation tailored to Swedish retail and FMCG dynamics
- Future-ready infrastructure supporting consistent, cross-market insights across the Nordics
Leveraging YouGov’s global panel of over 32 million members across 64 markets, the enhanced Swedish panel combines YouGov’s trusted survey expertise with advanced passive data technology. The result is a richer, more flexible dataset that enables sharper decision-making and faster reactions to change.
“We’re very excited to take this next step in Sweden,” says Charlotte Alring, Commercial Director, YouGov Sweden. “Uniting active and passive data in one framework allows our clients to make quicker, more confident decisions grounded in what Swedish consumers buy, where, how much, how often, and why – offering an unmatched view of the FMCG landscape as it evolves in real time.”
The Swedish panel upgrade is part of YouGov’s broader Nordic and European expansion of advanced data capabilities, reinforcing the company’s commitment to delivering innovative, future-ready research solutions.
With access to millions of interconnected data points and continuous, real-time trend tracking, Swedish FMCG businesses will soon have a powerful new tool to guide strategy, drive innovation, and uncover new growth opportunities.
YouGov is a global research data and analytics group. Our mission is to offer unparalleled insight into what the world really thinks and does. With operations in the US, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world’s largest research networks.
Above all, YouGov is powered by reality. That stems from a unique panel of millions of registered members across 64 markets, encapsulating some 18 million shopping trips and millions of interconnected data points. Our unique approach to recruiting and engaging with our panel, combined with our state-of-the-art technology platforms, enables us to deliver real-world, real-time insights that lead to better decision-making and a competitive advantage for our clients.
As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are consistently one of the most quoted market research sources in the world.