In its latest Fast-Moving Consumer Goods (FMCG) Report 2021, London-based data and analysis company YouGov surveyed more than 19,000 consumers in 17 markets worldwide to find out about their shopping behavior. The study reveals differences between the various markets, but also similarities.
A 59 percent majority of consumers across all markets in the study agree that their shopping habits have definitely changed as a result of the pandemic. Shopping behavior has changed the least among the Danes (44 percent), the French (46 percent) and the Germans (47 percent), who are significantly more attached to the physical shopping experience than the other 14 countries surveyed. German respondents are also reluctant (26 percent) to say they intend to make more use of online shopping/online delivery once the Covid-19 pandemic is over. It is the same percentage for the French, and only the Danes are even lower (24 percent). The international average is 42 percent.
The majority of consumers surveyed (54 percent) said they would pay more attention to sustainability in their purchasing decisions once the pandemic is over. However, Europeans - with a few exceptions - are significantly less likely to say they plan to buy more sustainable products in the future than the global average. In fact, the three markets where consumer intent is lowest are all European, with only a third of Danish (33 percent), Swedish (34 percent) and German (35 percent) respondents saying they plan to buy more sustainably. Even in markets where the intention is higher, such as Spain (61 percent) and Italy (59 percent), it is only slightly higher than the global average (54 percent). However, the study does not reveal whether the low propensity for more sustainability is related to the fact that these product areas were already very strong in the above-mentioned countries in a global comparison before the pandemic.
With more than 11 million registered panelists in more than 55 countries, YouGov’s market research covers the U.K., North and South America, mainland Europe, the Middle East and Asia Pacific. The study used syndicated data from YouGov Profiles and BrandIndex combined with deep-dive custom research in 17 markets.