By now, European FMCG shoppers are experts at coping. Yet confidence remains fragile. Every day brings more choices, more advice, more algorithms and more consequences. As AI increasingly helps guide decisions and climate realities become part of everyday life, choosing confidently has a new meaning.
Drawing on insights from more than 150,000 shoppers surveyed acorss 22 European countries, the 12th edition of the YouGov Behavior Change Report reveals the changing needs, choices, and preferences shaping FMCG markets today.
Join our latest Behaviour Change webinar to discover the confidence killers disrupting decision-making, the emerging role of brands, retailers and governments in creating reassurance, and the new rules of relevance for FMCG.
Date: 19 November 2026
Time: 11:00 AM CET
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.
Uncover the new rules of relevance and understand what will drive shopper choice, brand preference, and growth in the year ahead.