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Nonfood FMCG Shopper Panel

From fashion to furniture and tools to tech, access shopper purchasing behavior and attitudes across the nonfood market in Germany. Through a representative sample of households, YouGov’s Nonfood FMCG Shopper Panel continuously tracks what real Germans are bringing home.

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Answer burning questions on the shopper journey

When it comes to the path to purchase, who buys what, where, when, for how much, and why?

Gain deep insight into Germany’s retail landscape with YouGov’s Nonfood FMCG Shopper Panel, encompassing markets across 260 categories and more than 500 retailers.

While your competitors are left guessing, you’ll know exactly what’s flying off the shelves and what’s gathering dust.

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Beyond the grocery list

Continuously track the purchase behavior of a representative sample of 20,000 German households, via data collected online and offline. Nonfood product groups are tracked over a six-month cycle across:

  • Fashion and lifestyle
  • Home and living
  • DIY and garden
  • Electronics, technology and IT
  • Leisure and healthcare
  • Office equipment, media and books

With over 100 shopper metrics, dive into everything from shopping locations, and loyalty, to shopping trips, value potential and missed opportunities.

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German shopping habits get a reality check

From south to north, and iBrains to baby-boomers, who are your shoppers, and where do they shop? What is important to them, and what do they spend their money on?

By connecting purchase and survey data, YouGov’s Nonfood FMCG Shopper Panel shows market trends, movement patterns and connects the dots between what they say they buy and what they really buy. You’ll be able to:

  • Understand market developments and competitor performance
  • Quantify your sales potential according to real consumer behavior
  • Discover which customer segments are perfect for your products
  • Understand your own and potential consumers, and how to meet their needs

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Why YouGov?

Benefit 1

Continuous data from 2019 onwards

Benefit 2

263 nonfood product categories

Benefit 3

20,000 households (gross sample size)

YouGov Nonfood FMCG Shopper Panel case studies

Explore how leading brands have used YouGov’s Nonfood FMCG Shopper Panel to understand purchases from households in Germany.

Unilever

"Working with YouGov feels like a genuine partnership. Our YouGov team takes ownership in the success of our product launches, sharing excitement when they see our new products go live. They go above and beyond by providing valuable customer insights that help us optimize our product launches."

Willeke Brokking, CMI Lead Home Care, Unilever

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