Health | Sustainability

Who Cares, Who Does study is Europanel's solution for looking into strategic topics and helping clients turn insights into actions.

Our study is run on the purchase panels, and therefore we have a direct and unique link between shopper concerns and real purchasing behavior.

Now in our 1st year of Health and 6th year of Sustainability, we have experience helping businesses build shopper-led cases for brand strategy, measure their brand performance, and build better go to market and targeting plans.

Health | Sustainability
who cares? | who does? HEALTH who cares? | who does? HEALTH
Understand how health influences shopper, segment trends, attitudes around the world
Maximize the success of your brand strategy by targeting global & local health trends
Establish the role of retailers and manufacturers within health
Identify and target consumer segments with actual behaviour to optimize performance

Survey content aimed at understanding health trends

Meet the Segments

Segment profiling including shopper descriptions, FMCG worth, categories favored/rejected

Overview of Health

Measure overall and prioritization of mental and physical wellbeing

Health Perceptions

Products perceived as harmful or beneficial for health

Actions & Behaviours

Common and uncommon diet & lifestyle practices to stay healthy

Attitudes of Manufacturers & Retailers

Role of the manufacturer/retailer to promote a healthy life

 

 

35 markets in 2024

35 markets in 2024 35 markets in 2024

EUROPE

Austria
Belgium
Czech Republic
Denmark
France
Germany
Great Britain
Italy
Netherlands
Poland
Portugal
Romania
Slovakia
Spain
Sweden

Americas

Argentina
Brazil
CAM
Chile
Columbia
Ecuador
Mexico
Peru
USA

APAC

China
India
Indonesia
Thailand

MEA

Egypt
Kenya
Morocco
Nigeria
Saudi Arabia
South Africa
UAE

Health shopper segmentation example

The Health shopper segmentation will be created by mapping respondents based on how frequently they act on diet and lifestyle Health practices.

We plan to design a segmentation based on the actions shoppers take regarding Heath. Combining diet and lifestyle actions allows us to have a comprehensive definition on areas of daily life where people are making choices to shape their overall health.

i.e if you care about following a balanced diet, get a good night's sleep, consume fresh foods and monitor your health you may be considered a Health Active and taking control of your overall health.

Health
actives
Health
moderates
Health
passives

Explore health shopper behaviour

Profile of health segment shoppers; global profiling, segment worth, brand preferences by segment, shopping KPIs purchase behaviour, category over under indexes by segment. Brand case study of health segment success.

Mental and physical wellbeing; understand how shoppers are managing and levels of prioritization.

Helpful vs harmful products; shoppers define food, supplement and beverage products into whether they deem them as helpful, harmful or neutral to overall health.

Diet and lifestyle actions; frequency of actions that are taken to maintain health, range from both diet and lifestyle health practices.

Managing health conditions; most common ways to combat health challenges ranging across skin care issues, maintaining weight and a good night's sleep/stress reduction.

Manufacturers/Retailers responsibility; which entities do shoppers look to for support in achieving a healthy life; role of price, product and communication/education efforts for healthy lifestyles; explore barriers to purchasing healthy packaged food and beverages.

How you can access the insights

Country Report

for each of the 35 markets providing local results, including segments and survey shopper behaviour

Category Report

for each of the 35 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

who cares? | who does? SUSTAINABILITY who cares? | who does? SUSTAINABILITY
Harmonized survey from 32 countries
Understand 6-year 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.

33 markets in 2024

33 markets in 2024 33 markets in 2024

EUROPE

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

Americas

Argentina
Brazil
CAM
Chile
Columbia
Ecuador
Mexico
Peru
USA

APAC

China
India
Indonesia
Thailand

MEA

Kenya
Nigeria
Saudi Arabia
South Africa

6th 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.

Sustainability Evolved Report Content

Evolution of sustainable shoppers; understand the reasons behind eco segment shifts and why they have changed over time.

Attitudes and perceptions over time; key sustainable issues, barriers to purchase, and shopper link between health and environment.

What to expect in the future; what role do governments and manufacturers need to play, how to focus innovations and product development to cover shopper needs.

How you can access the insights

Sustainability Evolved Report

examining sustainability trends at a global and regional view over the past 5 years

Category Plus Report

for each of the 33 markets providing local results, including segments, category and brand performance

Eco Segment Tracking

measure KPIs of eco segment shoppers across time to understand category and brand performance

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

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