GfK Shopper Navigator Resources

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?

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?

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?

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: