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Sustainability & Health concern and action

Learn about the latest FMCG shopper behavior trends in sustainability and health, and the opportunities presented by the say-do gap.
Learn more about Who Cares? Who Does? 2024
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Who Cares? Who Does? 2024

Our flagship sustainability study has evolved! Now in its 6th year, the Who Cares? Who Does? 2024 study now includes exciting new Health insights on FMCG shoppers in Europe.

Explore the latest in sustainable and health-related shopper behavior:

  • Single-source data from 15 European countries
  • Comparative analysis of sustainability trends with 6 years of eco-active segmentations and trended data, plus options to customize segmentation for your business needs 
  • NEW survey content on health and well-being in FMCG
  • Link segments to category databases to see what sustainability- and health-conscious shoppers are buying
Health

Discover our new Health study – 1st Edition

Our first Health-focused Who Cares? Who Does? study explores groundbreaking insights into shoppers' health behaviors and the 'say-do' gap. Learn how consumer health influences lifestyle choices, discover the 3 Health Shopper Segments (Health Actives, Health Moderates, and Health Passives), and understand what shoppers expect from retailers and manufacturers.

Get insights from the Health webinar
WCWD-Sustainability

Explore Sustainability in 2024 – 6th Edition

Disocver actual shopper behaviors and the say-do gap impact. Join our Who Cares? Who Does? Sustainability webinar to explore European shoppers' commitment to sustainable practices in 2024. Get expert insights from six years of eco-segment trends, understand the motivations and barriers for eco-active shoppers, and learn about the roles of retailers and manufacturers in promoting sustainability.

Date: 8 October 2024
Time: 11am CET

Register for the sustainability webinar

Report | Health & Sustainability concern and action – Who Cares? Who Does? 2024

Unlock comprehensive insights into European shoppers' health and sustainability behaviors in 2024. Our latest report combines data-rich analysis from two groundbreaking studies, revealing the motivations, barriers, and actual behaviors of shoppers committed to health and eco-friendly practices. 

Explore six years of eco-segment trends alongside new health-focused shopper segments, and discover the roles retailers and manufacturers play in shaping these behaviors. With single-source data from 15 European countries, this report offers a deep dive into the ‘say-do’ gap, empowering you to optimize your brand’s strategy in both health and sustainability.

Do you know what actions to take to reassure shoppers that your product does its job, in a responsible way, at a fair price?

Purchase our latest Who cares? Who Does? report to get all the insights

Consumer Panel Services GfK.

We pride ourselves in being a trusted partner for the FMCG industry when it comes to critical shopper insights. Providing key information on who buys what, where, how much, how often and why (not). With our high-quality, uninterrupted data, consultancy and expertise, we help our clients deliver superior customer experiences at every stage of the shopper journey.

We observe shopper behavior overtime, across all different shopping locations, allowing us to measure their footprint and provide our clients with a broad and in-depth view of their customers’ motivations, behaviors and patterns, past present and future.

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