• Introduction
  • What is WCWD
  • Tabs
  • WCWD
  • Survey Content
  • Markets
  • Shopper Segmentation
  • Report Content
  • Access Insights
Health
Sustainability
Health | Sustainability

Our Europanel Who Cares? Who Does? study is designed to help brands cut through the noise on big strategic topics – from health to sustainability – and translate insights into growth opportunities.

Because it runs on our purchase panels, the study offers a direct link between what shoppers say they care about and what they actually buy. That means you don’t just see attitudes in isolation, you see how they shape real purchase behaviour.

Now in its 2nd year for Health and 7th year for Sustainability, the programme has already helped leading brands build shopper-led strategies, track performance, and sharpen go-to-market plans.

The result: actionable insights that keep your brand relevant in categories where shopper expectations are moving faster than ever.

Health | Sustainability
who cares? | who does? HEALTH who cares? | who does? HEALTH
Gain a clear view of how health shapes shopper attitudes and segment trends worldwide
Define how retailers and manufacturers can play a meaningful role in health
Strengthen your brand strategy by aligning with both global and local health trends
Pinpoint and engage consumer segments based on real behaviours to drive performance

Survey content aimed at understanding health trends

Part 1:
Overview of Health

Mental and Physical wellbeing

Understand how shoppers are rating their mental and physical wellbeing

Diet and lifestyle actions

Actions that are always/often taken to maintain health, ranging from both diet and lifestyle health practices

Worrying health conditions

Explore which health conditions are worrying shoppers most (E.g. Disease, Sleep, Stress, etc.)

Health segment shoppers**

Global and local shares, FMCG value and trips by segment

 

 

 

 

 

 

 

 

 

*Full Report is both Part 1 & Part 2. Part 1 and Part 2 can also be purchased separately.
**Available for any of our 2025 Health Shopper Typologies depending on country participation and robustness.

Part 2:
Category and Product Health

Category Consumption

Planned consumption – reduction, stay the same, increase - for a varied list of categories. E.g. Meat, salty snacks, chocolate, alcohol, etc.

Sugar Attitudes

Most common attitude towards sugar – reduction, avoidance, real sugar, or low/zero

Health product Investment

Understand which health supplement and/or food products shoppers are willing to invest in

Weight Loss Medication

Measure awareness, consideration of use and use of GLP-1 weight loss medication

Health Segment Profiles**

1-pagers with demographic profile, local segment share, value of segment, and over indexed attitudes and behaviours

*Full Report is both Part 1 & Part 2. Part 1 and Part 2 can also be purchased separately.
**Available for any of our 2025 Health Shopper Typologies depending on country participation and robustness.

31 markets in 2025

31 markets in 2025 31 markets in 2025

EUROPE

Belgium
Czech Republic
Denmark
France
Germany
Great Britain
Hungary
Italy
Ireland
Netherlands
Poland
Portugal
Slovakia
Spain
Sweden

Americas

Argentina
Bolivia
Brazil
CAM
Chile
Columbia
Ecuador
Mexico
Peru
USA

APAC

China
India
Indonesia
Thailand

MEA

Saudi Arabia
South Africa

Health shopper segmentation example

We built our Health Shopper Segmentation by mapping respondents on how often they put healthy habits into practice. By looking at both diet and lifestyle behaviours together, we capture the full picture of the choices shaping their everyday wellbeing.

For example, shoppers who actively manage their diet, prioritise sleep, choose fresh foods and track their health land in our Health Active segment – a group that’s not just health-minded, but health-driven. They represent a powerful audience: shoppers who consciously align their baskets with their wellbeing goals.

Health
actives
Health
moderates
Health
passives

New Health Shopper Typologies

New in 2025 we are introducing different health shopper typologies. In addition to our Health Segments, we are segmenting shoppers based on their use and consideration of the GLP-1 weight loss medication as well as shopper attitudes toward sugar.

Similar to our existing Health segments, the goal is to use these segments as a lens on your category and brands. Using these groups will help us profile shoppers by demographics, channel and retailer choice, brand preference, KPIs and more.

GLP-1 Shopper Typology

We’ve created the GLP-1 Shopper Typology to understand how consumers are responding to one of the most disruptive health trends in recent years. By mapping shoppers based on their awareness and usage of GLP-1 weight-loss medication, we identify three distinct groups: Users, Considerers, and Non-Users.

This segmentation gives brands insight into how GLP-1 is reshaping shopper behaviour. As adoption grows, we expect ripple effects across categories from food and beverage to wellness and beyond. With this typology, you can track not just who is engaging with GLP-1, but how their attitudes, perceptions, and actual purchase patterns shift over time.

It’s a chance to anticipate change, spot growth opportunities, and stay aligned with consumers at the forefront of the health movement.

GLP-1
users
GLP-1
considerers
GLP-1
non-users

Sugar Attitudes Shopper Typology

Our Sugar Attitudes Typology segments consumers into three distinct groups: Sugar Regulars, Sugar Alternatives, and Sugar Reducers. Each reflects a different mindset around sugar, from those who stick with it, to those swapping it out, to those cutting it back.

By understanding where your shoppers sit, you can see how sugar attitudes connect to wider health behaviours and how they play out in real purchase choices. Is your category driven by indulgence seekers, by health-conscious switchers, or by shoppers actively reducing?

These insights highlight where to focus innovation, how to tailor communication, and which levers to pull to stay relevant in a world where attitudes to sugar are evolving fast.

Sugar
regulars
Sugar
alternatives
Sugar
reducers

How you can access the insights

Country Report

for each of the 31 markets providing local results, including segments and survey shopper behaviour

Category Report

for each of the 31 markets providing local results, including category and brand performance

Cross Country Report

after purchase of local reports, data will be used to report on similarities and differences across markets

GET IN TOUCH FOR A SAMPLE
who cares? | who does? SUSTAINABILITY
who cares? | who does? SUSTAINABILITY who cares? | who does? SUSTAINABILITY
Harmonized survey from 31 countries
Understand 7 years of eco segment trends and other sustainable behaviours
Link segments to category databases to look at what is bought by those that say they care about sustainability

Build the consumer-led
case for sustainability

We help manufacturers and retailers validate that sustainability influences product choice and can drive brand growth. These powerful insights are supported by real purchase behaviour.

We interrogate brand sustainability stories, seeing if sustainable shoppers are fuelling growth and how.

Quantify the risk of
sustainable shoppers

By understanding the relationship between sustainable concern and real purchase behaviour of sustainable brands we’re in the best position to help companies quantify the risk or opportunity as sustainable shoppers grow in number.

31 markets in 2025

31 markets in 2025 31 markets in 2025

EUROPE

Belgium
Czech Republic
Denmark
France
Germany
Great Britain
Hungary
Ireland
Italy
Netherlands
Poland
Portugal
Slovakia
Spain
Sweden

Americas

Argentina
Bolivia
Brazil
CAM
Chile
Columbia
Ecuador
Mexico
Peru
USA

APAC

China
India
Indonesia
Thailand

MEA

Saudi Arabia
South Africa

7th year of sustainability segmentation

Eco
actives
  • Highly concerned about the environment and plastic waste.
  • Taking the most actions to reduce their waste.
  • They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have a greater awareness.
Eco
Considerers
  • Worried about the environment and plastic waste.
  • Not taking many actions to reduce their waste.
  • Their biggest barriers are convenience and price.
Eco
Dismissers
  • Little or no interest in the environment and making no steps to reduce waste.
  • They do not think they make a difference.
  • The topic rarely features amongst friends and family and lack awareness of environmental concerns.

Overview of Sustainability Reports

Country Report Content

Environmental and societal challenges; ranking of top sustainability areas of concern.

Product choices; understand how frequently shoppers choose products based on sustainable company and product attributes.

Actions taken; shopper behaviours taken to reduce plastic waste and any planned avoidance of buying everyday products.

Environmental trade-offs; learn what shoppers would be willing to sacrifice for a product that was better for the environment.

Value action gap; quantified gap of shoppers who want to take sustainable action but do not.

Eco segment shopper evolution; global and local shares over time, FMCG value and trips by segment.

Eco Segment Profiles; 1-pagers with demographic profile, local segment share, share trend, value of segment, and over indexed attitudes and behaviours.

Category Report Content

Value of eco segmented shoppers; KPIs of category by eco segments.

Brand performance and size of prize; key brand performance amongst eco segment shoppers, size of prize calculation for under-achieving brands and case study of successful brand in the category.

Go-to-Market plan; purchase behaviour of eco segment shoppers incl. channel and retailer, format and pack size share.

Who to target; demographic profile of eco segment shoppers in your category, side by side profile of your brands.

Summary and tailored recommendations.

 

 

 

 

 

How you can access the insights

Country Report

for each of the 31 markets providing local results, including segments and survey shopper behaviour

Category Report

for each of the 31 markets providing local results, including category and brand performance

Cross Country Report

after purchase of local reports, data will be used to report on similarities and differences across markets

GET IN TOUCH FOR A SAMPLE
who cares? | who does? HEALTH

For more information on how to access the insights from this study please get in touch

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