Our updated Who Cares? Who Does? study is coming soon!
Our Europanel Who Cares? Who Does? study is designed to help brands cut through the noise on big strategic topics – from health to sustainability – and translate insights into growth opportunities.
Because it runs on our purchase panels, the study offers a direct link between what shoppers say they care about and what they actually buy. That means you don’t just see attitudes in isolation, you see how they shape real purchase behaviour.
Now in its 3rd year for Health and 8th year for Sustainability, the programme has already helped leading brands build shopper-led strategies, track performance, and sharpen go-to-market plans.
The result: actionable insights that keep your brand relevant in categories where shopper expectations are moving faster than ever.
Harmonised surveys across European markets showing shopper attitudes
and behaviours
Understand 8-year eco segment trends and other sustainable behaviours
Link segments to categories to see what shoppers who say they care
about sustainability buy
Build the consumer-led
case for sustainability
We help manufacturers and retailers validate that sustainability influences
product choice and can drive brand growth. These powerful insights are
supported by real purchase behaviour.
We interrogate brand sustainability stories, seeing if sustainable shoppers
are fuelling growth and how.
Quantify the risk of
sustainable shoppers
By understanding the relationship between sustainable concern and real purchase behaviour of sustainable brands we’re in the best position to help companies quantify the risk or opportunity as sustainable shoppers grow in number.
8th year of sustainability segmentation
Eco
actives
actives
- Highly concerned about the environment and plastic waste.
- Taking the most actions to reduce their waste.
- They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have a greater awareness.
Eco
Considerers
Considerers
- Worried about the environment and plastic waste.
- Not taking many actions to reduce their waste.
- Their biggest barriers are convenience and price.
Eco
Dismissers
Dismissers
- Little or no interest in the environment and making no steps to reduce waste.
- They do not think they make a difference.
- The topic rarely features amongst friends and family and lack awareness of environmental concerns.
Overview of Sustainability Reports
Country Report Content
Environmental and societal challenges; ranking of top sustainability areas of concern.
Product choices; understand how frequently shoppers choose products based on sustainable company and product attributes.
Actions taken; shopper behaviours taken to reduce plastic waste and any planned avoidance of buying everyday products.
Environmental trade-offs; learn what shoppers would be willing to sacrifice for a product that was better for the environment.
Value action gap; quantified gap of shoppers who want to take sustainable action but do not.
Eco segment shopper evolution; global and local shares over time, FMCG value and trips by segment.
Eco Segment Profiles; 1-pagers with demographic profile, local segment share, share trend, value of segment, and over indexed attitudes and behaviours.
Category Report Content
Value of eco segmented shoppers; KPIs of category by eco segments.
Brand performance and size of prize; key brand performance amongst eco segment shoppers, size of prize calculation for under-achieving brands and case study of successful brand in the category.
Go-to-Market plan; purchase behaviour of eco segment shoppers incl. channel and retailer, format and pack size share.
Who to target; demographic profile of eco segment shoppers in your category, side by side profile of your brands.
Summary and tailored recommendations.
How you can access the insights
Country Report
Off-the-shelf report on environmental and societal challenges,
product choices, plastic reducing behaviours and more. Includes eco
segment value and profiles for each segment.
Available for 9 markets.
Category Report
Category-specific report on the purchase behaviour of eco segment
shoppers in your categories.
Available for 22 markets.
Eco Segment Tracking Report
Report measuring KPIs of eco segment shoppers over time to understand category and brand performance.
Bespoke Access
Add segments or survey statements to your category databases for a deep dive on purchase behaviour by a client/category trained consultant.
Why GLP-1 matters for FMCG and how we can help brands to win
GLP-1 has moved beyond being solely a health subject – it now holds the potential to fundamentally reshape demand within the FMCG sector.
GLP-1 medications are reshaping everyday consumption – not just what people eat, but how, when and why they shop. This study is designed to help manufacturers and brands:
Understand the new GLP-1 consumer reality: Users, lapsers and
considerers, beyond headlines and hype
Decode behaviour change, from appetite suppression and diet
rebalancing to shifting repertoires, categories and brands
Quantify FMCG impact – what is at risk, what is growing,
and where demand is being reshaped
Pinpoint and engage consumer segments based on real
behaviours to drive performance
What's in the report
Part 1:
GLP-1 FMCG report
A top-line overview of GLP-1 segment sizing and behaviour in the selected country, at FMCG level.
Meet the GLP-1 segments and who they are
- Segmentation methodology
- GLP-1 segments size – country comparison
- Demographic profile
- GLP-1 Users projection
GLP-1 segments: where and how they shop
- FMCG purchasing KPIs by segment
- Channel and retailer footprint
- Category repertoire
GLP-1 segments deep dive
- Users: length of usage, shopper KPIs, reported changes in everyday behaviour, category growth and decline by Users sub-segments
- Lapsers: tenure dynamics and reported changes in everyday behaviour
- Considerers: likelihood of starting and categories in their baskets
Part 2:
Client Custom report
A category deep dive to understand how GLP-1 usage is affecting the client's competitive arena.
Size the impact (segments, risk, KPIs)
- Category overview
- GLP-1 segments size within the category
- Size of risk: estimated annual category value at risk
- Purchasing KPIs by category for users
Decode behaviour change
- Dynamics for short- vs long-term GLP-1 users
- Purchase KPI change for short- and long-term users
Drive activation
- Key brands with GLP-1 shopper types
- Category deep dive (e.g. format, pack type, pack size)
- Who to target
GLP-1 Shopper Typology
The GLP-1 shopper typology is created by mapping respondents based on their GLP-1 awareness and usage.
The survey asks whether they have used the weight loss medication, considered or not considered using it, or are not aware of it. Based on the response, the shopper is added to one of five groups.
As GLP-1 medication becomes more popular, we could start to see more shifts in shopper behaviour, including shifts in category and product purchases.
By establishing these five shopper groups we can quantify and measure real purchase behaviour, monitoring how preferences may or may not change.
Examples of GLP-1 medication are Ozempic, Mounjaro, Wegovy, Zepbound, etc.
GLP-1 users
Households that have at least one current user
Households that have at least one current user
GLP-1 lapsers
Households with no current users
but with at least one lapsed user
Households with no current users
but with at least one lapsed user
GLP-1 considerers
Households with no current users
but at least one person is likely to start
Households with no current users
but at least one person is likely to start
GLP-1 dismissers
Households whose members would
not consider using in the future
Households whose members would
not consider using in the future
GLP-1 unaware
Households whose members are unaware
of the medication
Households whose members are unaware
of the medication
How you can access the insights
GLP-1 FMCG Report
A top-line overview of GLP-1 segment sizing and behaviour in the selected country, at FMCG level. Identify GLP-1 segments and their growth potential, understand where and how they shop, and activate with deep insights on behaviour change.
Client Custom Report
A category deep dive to understand how GLP-1 usage is affecting your competitive arena. Size the impact, decode behaviour change and drive activation with your brands, formats and targets. Statistical robustness is assessed for each selected category.
Bundle pricing is available for different combinations of countries and categories.
For more information on how to access the insights from this study please get in touch
