Convenience has enticed fmcg manufacturers in recent years, with shoppers turning to the sector for its proximity and safety during the pandemic. Although this has led to burgeoning basket spend, detailed consumer data for the channel has proven elusive.
YouGov is a global provider of analysis and data generated by consumers in over 55 markets. Using Profiles, our audience profiling platform – which gives you access to hundreds of thousands of variables on consumer behaviour from 350,000 UK consumers – we’ve delved into the profile of people who’ve recently drunk alcohol from shops to watch sports at home.
The pandemic has rapidly altered consumer behaviour: demand has shifted from basic survival necessities to stocking up on creature comforts, with brands needing to adjust their offerings to meet these changing needs.