Introduction

This Shopper Perspectives report highlights market opportunities for FMCG in Central and Eastern Europe (CEE), based on both consumer panel insights and survey data. Sources include the 2024 spring and fall editions of our bi-annual Behavior Change studies, a rolling analysis now including 21 countries across Europe. Further sources are established sources, such as our 2024 edition of the Who Cares? Who Does? Health and Sustainability reports, covering 33 countries across the globe and in CEE specifically Poland, the Czech Republic, Slovakia and Romania. Panel data is based on Tillroll or FMCG Total, depending on country, and can be found in our Retailer Landscape FY 2024 report, and the FMCG Shopper Types 2023 report, as well as later this year in our 2025 Brand Footprint Report in cooperation with Kantar. CEE-8 countries include Bulgaria, Croatia, the Czech Republic, Hungary, Poland, Romania, Slovakia and Serbia. In cases where we refer to the Ukraine, this is without Crimea, Lugansk and the Donetsk region, occupied regions, and regions with active hostilities. WSE-12 includes Austria, Belgium, Denmark, France, Germany, Italy, the Netherlands, Norway, Spain, Sweden, Switzerland and the United Kingdom. YouGov provides detailed shopper insights for brands, retailers, and manufacturers. Our quality panel and survey data reveal customer motivations, behaviors, and patterns. Shopper intelligence solutions are backed by 60+ years of market research data, millions of purchase acts, and SKU-level data. We track shopper behavior over time in 1,500+ retail spaces and 130,000+ households across 18 European countries. Our experts analyze this data to help FMCG and retail brands understand their customers. With YouGov, you can enhance customer experiences at every stage of the purchase journey.