Who Cares? Who Does? 2026
Our flagship sustainability study has evolved! Now in its 8th year, the Who Cares? Who Does? 2026 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 8 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
Sustainability
Dive into how sustainability influences shopper choices and FMCG and retail business growth across nine European markets. 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 eight years of data tracking evolving sustainable behaviors and eco segment trends. Link eco types with verified purchase data to see what sustainability-driven shoppers are truly thinking and buying.
Join for the webinar on 13 October, 11:00 AM CEST
GLP-1 Special Edition 2026
Who Cares? Who Does? Health Report – GLP‑1 Special Edition explores how GLP‑1 weight loss medication is transforming FMCG. It reveals how users, considerers, and non-users differ in attitudes, consumption, and real shopping behavior, linking survey data with actual purchases. The report helps brands quantify impact, identify growth opportunities, and adapt strategies to evolving consumer demand.
Health 2025
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.
Conscious at shelf
Today’s FMCG landscape is shaped by conscious choices. Sustainability-driven priorities and expectations are influencing every stage of the shopper journey. Through continuous behavioral data and cross-market insights, we reveal how these forces interact, when they matter most, and how they impact brand and category growth. Equip your strategy with the insights needed to adapt, innovate, and lead in a market defined by change.