Do you know what your shoppers buy outside your store – and why?

Every retailer sees only part of the truth. Your customers buy far more than what you can observe in your own channels – and their full basket tells a much bigger story.

At YouGov, we track FMCG shopping behaviour every single day.

How? By working with 8,000 Polish households who use modern tools to report their purchases in real time. Across a year, that adds up to nearly 2.5 million receipts – giving a complete view of where shoppers go, what they choose, and how loyal they really are.

What can you discover?

• What Biedronka shoppers buy in Lidl – and what Lidl shoppers buy in Biedronka.
• How loyal consumers truly are to your store or your brand.
• How a single purchase links to the rest of the basket – complements, switches, substitutions.

Buying a product in one store doesn’t mean the rest of the basket stays there. Shoppers jump between retailers, categories and brands – mixing, matching and switching as their needs shift in the moment. One choice sets off the next: a quick substitute, a tempting add-on or a completely different product that answers the same need. Shopper behaviour rarely follows a straight line, and our data captures that wider picture – the patterns, links and detours you simply can’t see when looking only at your own sales.

Watch the video to see how these shopper patterns play out in real life – and what they reveal about your customers.

Want to understand what your shoppers really do? Get in touch – we’ll show you the bigger picture.