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Seasoned shoppers, smarter choices
How are shoppers adapting to geopolitical stress, societal change, and evolving lifestyle priorities?
The YouGov Behavior Change Spring/Summer 2026 Report brings together insights from 22 countries across Europe, based on responses from over 135,000 shoppers.
Now in its 11th edition, it reveals how everyday FMCG decisions are being reshaped in real time - from budgeting and retailer switching to health-driven choices and evolving consumption patterns.
Today’s shoppers are recalibrating how they buy:
- Balancing price sensitivity with quality, values, and enjoyment
- Adapting everyday habits through promotions, substitutions, and forward planning
- Seeking health, convenience, and mood-driven benefits across food and drink choices
- Increasingly influenced by trends, packaging, and digital tools, including AI
With the world on edge, shoppers are on a plan: redefining value, creating new opportunities for retailer strategy and category innovation.
Discover the latest Behavior Change insights.
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.