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Trend Reality 2025
From signals to strategy: Turn emerging shopper needs into winning brand moves
What's really shaping European FMCG markets today? From AI-powered farming and the green transition to cultural backlash, nutrition engineering, and regulatory redesign, this webinar explores the key trends influencing shoppers across the region. Our latest Trend Reality report, created in partnership with pressrelations, transforms cosmic noise into measurable insights: analyzing 30 million buzzwords from 20,000 sources, we identify 200+ trends and real-world applications, validated by shopper needs across 22 European markets.
Trends are endless, but only a few shape the future. Discover how evolving needs create meaningful impact.
Date: 7th October
Time: 11 am CET
Speakers:
- Julia Omini YouGov, Senior Insights Consultant
- Oliver Heyden, Chief Strategy Officer, pressrelations
Who Cares? Who Does? Health 2025
Find out how health influences shopper choices and brand success in FMCG. Health is a growing concern, mentally and physically. Across Europe, people are changing their routines: choosing functional drinks, products high in protein, prioritizing sleep, and checking nutrition scores. And that’s just the beginning.
We’re seeing the rise of GLP-1-users, sugar-reducers, and health-actives. But what are their major concerns? And is it changing the way they shop?
In the end, it’s not just what people say… It’s what they do.
Join our webinar to find out what values hold, where they bend, and what that means for brands.
Date: 8th October
Time: 11 am CET
Speaker:
Lenneke Schils, YouGov, Global Insights Director
Who Cares? Who Does? Sustainability 2025
Explore how sustainability is reshaping European shoppers with insights from the Who Cares? Who Does? Sustainability study seven years of data linking eco-conscious attitudes to real purchase behaviors.
Sustainability ranks high across markets: 1 in 2 Europeans see climate change as the most critical threat to humanity. But it’s elastic, flexing under pressure, as the ups and downs of our eco-active segment has shown over the past 7 years. Price, convenience, and habit all influence what people can do. People don’t make decisions in a vacuum. Inflation, instability, and rising costs reshape what’s possible. Only 1 in 10 shoppers will pay an eco-premium, even when other trade-offs are accepted.
This is the reality shoppers navigate: concerns, needs, and behaviors in constant flux, deeply interconnected. Join our webinar to find out what values hold, where they bend, and what that means for brands.
Date: 9th October
Time: 1 pm CET
Speakers:
- Anna Rademacher, YouGov, senior insights consultant
- Benedetta Pompetzki, senior project manager for the FUTURE institute for sustainable transformation