New rules of relevance
Understand how changing consumer priorities, emerging technologies, climate realities, and financial pressures are driving FMCG decisions across Europe.
Now in its 12th edition, the YouGov Behavior Change Fall/Winter 2026 Report brings together insights from more than 150,000 shoppers across 22 European countries. The study tracks how needs, choices, and preferences are evolving, helping brands and retailers understand the forces shaping shopper behavior today and identify opportunities for growth tomorrow.
Understand the drivers of shopper behavior
- AI-powered shopping: How AI is reshaping product discovery, choice and the shopper journey.
- Climate resilience: How shoppers are adapting to climate impacts in everyday life.
- Household fundamentals: Budget pressures, societal concerns, and changing priorities.
- Shaping choice: The trends, influences and trusted sources driving decisions.
- Retailer routes: Channel shifts, loyalty programs and where shoppers choose to buy.
- Situation management: The strategies shoppers use to manage spending and uncertainty.
Discover the new Behavior Change Insights Explorer
Ready to identify emerging shopper behavior trends before they become mainstream? Introducing flexible access to the insights that matter most.
NEW features:
- ViewPoint via YouGov Platform: Go beyond a traditional report with interactive dashboards, enhanced with expert commentary, and AI-supported adaptive insight summaries to help surface key patterns faster
- Compare markets and audiences: Analyze results across 22 European markets or drill down into specific countries, generations, household types, and budget segments.
- Exclusive summary: Get a management summary in PowerPoint format that distills the key learnings into clear takeaways.
Turn changing shopper behavior into competitive advantage with evidence-based insights into the forces shaping choice, brand preference and FMCG growth across Europe.
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.