Navigate to the New Normal with FMCG shopper insights that identify opportunities and mitigate risks

GfK Shopper Navigator

The insights to react quickly and secure business in unpredictable times

Shopper navigator helps FMCG market players react quickly and secure future business in a highly unpredictable environment. It is a unique suite of tools comprised of Consumer Panel purchase data complemented with consumer insights which will guide better business decisions from short term tactics through to long term strategy and forecasting across the following phases:

Panic - Understanding “now” 

The COVID-19 pandemic hit the FMCG market unexpectedly – and fast. Ongoing observation of its impact on product categories and retail channels allows you to identify market developments and changes. This is the basis for any short-term tactical decisions and reactions made by FMCG market players. Our ongoing, weekly Shopper Pulse gives insights into market changes so that you can react quickly to maintain your market position, identify new opportunities and mitigate risks. The report will help you to understand:

  • How demand for meta categories changes and which meta categories are affected the most by stockpiling
  • How different retail channels perform in the current situation and how does the market structure change?


Here’s a sample of what you can expect from the report

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Adaptation – secure your business

Digging into purchase patterns and their changes gives foresight into market changes in the coming months so that you can plan accordingly. Consumer Panel purchase data complemented with consumer insights (why behind the buy) allows you to optimize sales and marketing activities to secure your mid-term business. Our shopper insights help you understand mid-term market changes & plan necessary adjustments in sales & marketing tactics to secure business by answering:

  • What are the changes in daily shopping behavior?
  • What are the changes to the shopping basket?
  • What are consumers’ new daily routines and future expectations?

Here’s a sample of what you can expect from the report

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New normal – plan for the future

The crisis will have long-term repercussions and will influence the global economy. It will change consumer values, purchasing channels, and brand preferences, and it will impact the way brands position themselves. Recognize the long-term effects of the crisis so that you can adapt to the new market conditions, identify opportunities for growth and future-proof your business. As markets approach the new normal, we’ll help you to identify the long-term effects so that you can adjust accordingly. The report will help you answer:

  • What are the possible recession scenarios (global and local)?
  • What is the impact of the COVID-19 crisis on economic and social welfare, consumer moods and values?
  • What are the new consumption patterns?
  • What are the new shopping patterns in FMCG?
  • How did the landscape of categories change vs.pre-COVID-19?

Here’s a sample of what you can expect from the report

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Forecasting – predict your future

In such unprecedented times, it can be difficult to predict future sales. Our forecasting tool combines Consumer Panel KPIs and shopper statements with external data to predict your sales for the remainder of 2020. We’ll help you calculate three different scenarios (pessimistic, medium, optimistic) and break out relevant sources of impact so that you can plan accordingly. This report will help you to answer:

  • How will the crisis impact my sales for the remainder of the year?
  • How should I adjust my supply and resources?

Here’s a sample of what you can expect from the report

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Clean & Elegant
Fully Responsive

Why choose GfK Shopper Navigator

Real purchase behavior measured  by Consumer Panel
Shopper opinions linked to purchase behavior
Individual target groups
Single source (e.g. attitudes, media, purchases)
Deep FMCG expertise to interpret and translate insights into business relevant recommendations

Countries covered in the reports

  • Austria
  • Belgium
  • Bulgaria
  • Croatia
  • Czech Republic
  • Denmark
  • Germany
  • Hungary
  • Italy
  • Netherlands
  • Poland
  • Romania
  • Russia
  • Serbia
  • Slovakia
  • Sweden
  • Ukraine
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Shopper Navigator Resource Center

Upcoming Webinar

Learn how shopper behavior has changed in Germany and what it means moving ahead.

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Free Reports

Download our free reports to learn how shopping behavior changed in the crisis.

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On-Demand Webinars

Understand how COVID-19 is impacting shopping behaviors in your local market.

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