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, YouGov 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 5th 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.
With the acquisition of Consumer Panel Services GfK (CPS GfK), YouGov 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. YouGov 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, YouGov
Hanna Kehl
Insights Director, YouGov