Nordic Behavior Change Digest - Get ahead of the 2026 shopper landscape

The FW25/26 edition of YouGov’s Behavior Change Report is almost here. Based on insights from more than 120,000 shoppers across 22 countries, this milestone 10th edition highlights the forces reshaping consumer behavior in a world defined by uncertainty.

For Nordic FMCG brands and retailers, the new Nordic Digest delivers a sharper, more localized view – for the first time covering the four markets of Sweden, Denmark, Norway, and Finland.

Why this report matters now

2025 has placed Nordic shoppers under renewed pressure. Inflation is resurging, instability persists, and household budgets are tightening. Most consumers are worried about the global situation, and many expect their finances to worsen – leading to sharper price awareness, smaller baskets, and more cautious spending.

Shopper activism is also gaining strength: unclear product origins, perceived unfair pricing, and misleading communication are increasingly pushing products off shopping lists. Beneath these shifts is a growing need for control – influencing how people choose, save, and prioritize.

As we move into 2026, resilience, emotional payoff, and practical decision-making define the shopper mindset. This report reveals how these pressures are reshaping what consumers say, what they do, and how their behavior continues to evolve.

What’s included

• Data reports for Sweden, Denmark, Norway, and Finland
• Behavior Change FW25/26 edition data – the latest half-yearly update
• EU benchmarks– compare Nordic patterns to the rest of Europe
• Delivery: end of January 2026 – automatic access on release

Pre-order now to ensure your 2026 planning and category strategy are guided by the freshest Nordic market signals – and receive the full report the moment it goes live.

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