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Who Cares? Who Does? 2025
Our flagship sustainability study has evolved! Now in its 7th year, the Who Cares? Who Does? 2025 study includes valuable health and sustainability insights on FMCG shoppers in Europe. At the heart of every purchase lies a choice, influenced by shoppers values around health and sustainability. Our reports help you understand not only who cares about these issues but also who acts on them:
- Comparative analysis of sustainability trends with 7 years of eco-active segmentations and trended data, plus options to customize segmentation for your business needs
- Shifting concerns and attitudes on sustainability, health and well-being in FMCG
- Link segments to category databases to see what sustainability- and health-conscious shoppers are buying – including your brand and competitors
Health
The second edition of Our Who Cares? Who Does? Health report explores the role health plays in shaping shopper decisions and brand performance across Europe. Unlock strategic growth by aligning your brand with both global and local health trends. Dive into the needs and actions of all-round health-actives, GLP-1 users or sugar reducers. Identify and connect with key shopper segments through real health-driven behaviors to elevate your market impact.
Sustainability
Dive into how sustainability is reshaping shopper behavior and purchase patterns across Europe. Gain key insights from the latest Who Cares? Who Does? Sustainability study, highlighting the accelerating role of sustainability in driving lifestyle and product choice.. Explore seven years of data tracking evolving sustainable behaviors and eco-segments. Link eco-attitudes with real purchase data to see what sustainability-driven shoppers are truly thinking and buying.