Retailer Rankings 2026

Consumer choice in a changing retail landscape

As the cost of living continues to rise, European consumers are becoming more selective than ever. Tighter budgets are driving consumers to focus on value, quality, and convenience. FMCG retailers sit at the heart of these daily decisions. From grocery staples to household essentials, they play a critical role in shaping shopping habits and brand loyalty across Europe.

This report spotlights the retailers capturing the hearts and baskets of consumers across Europe, based on consumer Consideration, a leading indicator of where shoppers choose to shop. Consideration is a key KPI of YouGov BrandIndex, the industry-leading brand health tracker, drawing on daily insights from 30+ million members across 55+ markets.

Explore in-depth country reports for Germany, Switzerland, Italy, Poland, Denmark, Norway, Sweden, and Finland.

What the rankings reveal about the changing retail landscape:

• Variances by gender and generation
• Shifting consumer priorities over time
• How top retailers remain relevant and competitive

Inside the mind of today’s shopper: Shopper Perspectives

Our Shopper Perspectives: How FMCG retailers can balance value, convenience, and joy report uncovers how shoppers are navigating choices, balancing priorities, and discovering joy in their everyday retail experiences. Learn which retailers are leading in trust, loyalty, and satisfaction, and get actionable insights to optimize your own strategy.