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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
Trend Reality 2025
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.
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.
Who Cares? Who Does? Sustainability 2025
Sustainability is shaping how Europeans shop. Our Who Cares? Who Does? Sustainability Report, now in its seventh year, reveals how eco-conscious attitudes translate (or don’t) into real-world shopping behavior across markets.
Half of Europeans view climate change as humanity’s greatest threat. Yet commitment shifts with circumstances. Over the years, the size of the eco-active segment has fluctuated, and proof that price, convenience, and daily habits often outweigh good intentions. Inflation, instability, and rising living costs further define what shoppers really do.
Explore the latest insights into eco-driven shopper behavior.
