Behavior Change

Reality & resilience: The shopper’s balancing act

Protecting, distracting, or taking control

The FW25/26 edition of our Behavior Change Report, draws on insights from more than 120,000 shoppers across 22 countries to reveal the forces shaping today’s consumer behavior.

Explore how shopper mindsets are evolving, and what this means for retail and marketing strategies. Discover:

The shopper’s state of mind and coping strategies in times of uncertainty
Shifts in spending, indulgence, and category preferences
The emotional payoffs of promotions and openness to innovation
The changing role of touchpoints, channels, and AI in decision-making
Emerging trends in personal satisfaction, mood boosters, and resilience

Purchase the Behavior Change Report

Unlock the secrets of FMCG shopper behavior

Understanding shopper behavior shifts is essential for success in FMCG & Retail. Our bi-annual Behavior Change Report uncovers the forces shaping consumer choices in Europe - revealing which decisions stand strong and which are starting to sway. With our continuous 360-degree data, we go beyond what shoppers buy to explore why they buy it. By tracking consumer behavior over time, across locations, and during key moments, we help you anticipate future trends and adapt to evolving needs. Stay ahead with insights that empower your brand to make the right moves in a changing market.

European shopper trends 2026