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YouGov launches FMCG whitepaper showing how COVID has changed the way global consumers shop


New data from market research leader YouGov shows that COVID has changed the way the majority of British consumers shop.  

The data comes from a newly released sector report, ‘Consumer goods in a crisis’, which focuses on the fortunes of the FMCG sector.

It shows that on average, 60% of Brits agree they have changed their shopping habits as a result of the pandemic, a figure above the global average. However, around the world, the majority of the consumers surveyed say the same.

The report, intended to be both a benchmark for future research and a useful guide for those working in and around the sector of FMCG and consumer packaged goods (CPG), is based on survey data from YouGov Profiles and BrandIndex in tandem with deep-dive custom research.

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It suggests that the COVID-19 pandemic has given those in the FMCG and CPG sector huge challenges and unearthed new opportunities, and its data provides invaluable points of reference for retailers and those who work alongside them.

The international FMCG report, which investigated markets worldwide, shows that three times as many people increased their consumption of fresh fruit, vegetables, cupboard items and frozen food as those who decreased their consumption; positive news for supermarkets. 

On the other hand, it also shows that cosmetics have taken a serious hit as a result of COVID, with nearly a third of people reducing their purchases in this area. These categories are looked at in more detail within the whitepaper.

The report also provides insights into how people shopped in 2020. It reveals that the consumers surveyed in the US and Great Britain have turned away from specialty and market-style retail, with more than 80% opting for supermarkets.

It also provides useful data on click-and-collect and delivery options – which more than two in five global consumers say they have plans to make more use of.

Download the report via the form below to learn more about how the FMCG sector is looking post-pandemic, and how consumption has changed over the course of the year.

Chris Todd, VP of New Business Sales – US at YouGov, commented: “The pandemic hasn’t had a one-size-fits-all impact on shopping behavior in the FMCG/CPG sector. 

“There are very real differences between different markets and it will be interesting to track how these behaviors continue to change – or whether they are more reflexive and we eventually return to the way things were.”


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