[Webinar] Seasoned shoppers, smarter choices

From headlines to households: Shoppers recalibrate needs vs. treats, and keep moving.Watch on-demand

Across Europe, purchase decisions are being reshaped by geopolitical stress, societal change, and evolving lifestyle priorities. Shoppers are continuously recalibrating how they buy – cutting back in some areas, trading up in others, and weighing need, value, and enjoyment in every decision.

Now in its 11th edition, the YouGov Behavior Change Spring/Summer 2026 Report brings together insights from 22 countries and over 135,000 shoppers in Europe, revealing how everyday FMCG choices are evolving – from budgeting and retailer switching to health-driven habits and changing consumption occasions.

Join our webinar to explore the latest insights and what they mean for retail and marketing strategies in 2026 and beyond.

Speakers:

Lenneke Schils, Global Insights Director, YouGov
Julia Omini, Senior Insights Consultant, YouGov

Inside the changing basket:

How financial pressure is reshaping everyday FMCG decisions
The strategies shoppers use to manage tighter budgets
What drives product choice beyond price
How snacking, drinking, and eating occasions are evolving
The growing role of health, wellbeing, and long-term lifestyle priorities
How retail channels and AI tools influence decisions at the point of purchase
Where behaviors diverge across generations, income groups, and household types

overview webinar topics

Watch on-demand Discover Behavior Change

Related topics

Behavior Change

Health & wellness

Shopper intelligence

Understanding an audience

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