Introduction

Budget pressures and adaptive behaviors

From a pandemic to the war in the Ukraine and the crisis in the Middle East, Europe has been experiencing a permacrisis over the past years, resulting in insecurity and inflation. Ever since the start of the cost-of-living-crisis, Consumer Panel Services GfK (CPS GfK) has focused on how shoppers deal with growing budget pressures, exploring how their needs, wants and behaviors are evolving.

This whitepaper summarizes the insights of our latest Behavior Change Report and our expectations, based on the most recent study at the end of 2023. This rolling analysis now includes 21 countries across Europe. Besides this report, we also rely on some of our other established sources, including our Consumer Panel insights,
the 5^th edition of the “Who Cares Who Does” Sustainability report, as well as the BG20 insights on brand growth meta-learnings. In addition, some case study examples emphasize the topics of brand differentiation and lifestyle change.

CPS GfK are an established leader in household purchase data in Europe, providing panels from 18 European countries, delivering data from more than 100,000 households and 18 million shopping trips. In January 2024, CPS GfK was acquired by YouGov, a market-leader in consumer opinions, motivations, wants and media habits. The deal extends YouGov’s offering across the European FMCG and retail sectors, and helps clients to understand every single step of the shopper journey – from what they buy and where, to why and how they make their purchases.

Lenneke Schils,
Global Insights Director, CPS GfK
Lenneke.Schils@gfk-cps.com

Hanna Kehl
Insights Director, CPS GfK
Hanna.Kehl@gfk-cps.com

In addition to this whitepaper, click here for the on demand CPS GfK webinar “Behavior Change Fall 2023: Steering clarity of choice” or if you are interested in purchasing the latest Behavior Change report, please fill this form and one of our representatives will be in touch.