What do sustainable shoppers purchase in your category?

Providing evidence that sustainability concern drives consumer choices is the next challenge for businesses wanting to accelerate a sustainable strategy.

With the help of our Who Cares? Who Does? study we are already helping manufacturers and retailers with this challenge.

Because Who Cares? Who Does? is run on our continuous purchase panels we are the only study with a direct link between the concerns and real purchasing behaviour of sustainable shoppers.

Now in our 4th year we have experience helping businesses build the consumer-led case for sustainability; measure their brand performance and build better go-to-market and targeting plans.

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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 fueling 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.

2022 edition of Who Cares? Who Does?


98,000 households from 24 countries with harmonized survey


4 years of segment trends with future predictions


Every purchase of respondents recorded to see how segments shop

Countries Covered Countries Covered
  • Harmonized survey of >98,000 households from 24 countries
  • Identify trends in sustainable behaviour measured over 4 years
  • Link segments to category databases to look at what is bought by those that say they care about sustainability
  • New survey content aimed at understanding the sustainable product choices shoppers make
  • 3 level segmentations with trended data for 4 years plus potential to tailor a segmentation to your own definitions using battery of sustainable behaviour statements

Our survey respondents are grouped into 3 segments based on their actions taken to reduce environmental footprint:







2022 edition of Who Cares? Who Does?



WCWD insight from all over the world

24 markets in 3 regions in 2022

Americas – 9 markets
(all 2022)

2019 – 2022 USA
2019 & 2022 Argentina
2019 – 2022 Brazil
2019 – 2022 Chile
2019 – 2022 Colombia
2019 – 2022 Costa Rica
2020 – 2022 Ecuador
2019 – 2022 Mexico
2019 – 2022 Peru

MEA – 1 market

2021 Saudi Arabia

Asia – 7 markets
(5 for 2022)

2019 – 2022 China
2019, 2021, 2022 India
2019, 2020, Indonesia
2020, 2022 Philippines
2021 Thailand
2020 Vietnam

Europe – 17 markets
(11 for 2022)

2019 – Austria
2019, 2021, 2022 Belgium
2019 – 2022 Czech Republic
2019, 2021 Denmark
2019 – 2022 France
2019 – 2022 Germany
2019 – 2022 Great Britain
2019-2021 Hungary
2020 – 2021 Ireland
2020 – 2022 Italy
2019, 2021, 2022 Netherlands
2019 – 2022 Poland
2020 – 2022 Portugal
2019 – 2022 Russia
2019 – 2022 Slovakia
2019 – 2022 Spain
2019, 2021 Sweden

BE, CZ, DN, DE, HU, IT, NL, RU, SL, SE provided by GfK

Americas, Asia, MEA and FR, GB, IE, PT, ES provided by Kantar

Our segmentation

Defined on actions taken to reduce plastic waste at home and in-store


Shoppers who are highly concerned about the environment, and are making the most of actions to reduce their waste. They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have a greater awareness.


They are worried about the environment and plastic waste, at similar levels to Eco-Actives. But they are actually closer to Eco-Dismissers in how they act, not making many actions to reduce their waste. Their biggest barriers are convenience and price.


Shoppers who have little or no interest in the environment and making no steps to reduce waste. The topic rarely features amongst friends and family and they are lacking awareness of environmental concerns. They do not think they make a difference.

Global 2022 HH population share

Global 2022 HH population share Global 2022 HH population share

2022 Global FMCG Spend

2022 Global FMCG Spend 2022 Global FMCG Spend

What to use WCWD for?

What to use WCWD for?

Market Maturity
  • Size and growth rate of sustainable shoppers
  • Comparison with other countries
  • Your brand and category share
Develop your targeting
  • Demographic profile of sustainable shoppers
  • Understand sustainable attitude and motivations
  • Understand shoppers' claimed actions
    • Regularity of sustainable brand and product purchasing
    • Plastic avoidance actions
    • Other sustainable behaviours
Quantify your opportunity
  • Value of Eco-Actives in your category
  • Whether sustainable shoppers buy your brands and whether this has changed over time?
  • Predict how big Eco-Actives will be in the future
Build your go to market plan
  • Shopping behaviour of sustainable shoppers inc.
    • What categories, brands and formats eco-segments purchase at macro level
    • What brands, formats, pack sizes, stores are used by eco-segments at category level
  • Evidence backed case studies

Report Content

What has changed over the last 4 years: development of sustainable shoppers and sustainable actions. Predictions for future share of market from sustainable shoppers.

Cost of living crisis: impact of financial status on ability to act sustainably and purchase of sustainable products.

Sustainable product choices: frequency and awareness. Plus reasons for choice. Brand case study of each choice and purchase behaviour.

Value of sustainable shoppers: segment size, trend and predicted growth; segment share amongst your brands and key competitors.

Brand performance and size of prize: Growth of your brand amongst sustainable shoppers and quantified with €€€ the opportunity of reaching more sustainable shoppers now and in 2027 plus the risk of doing nothing.

Value of sustainable shoppers: brands and categories benefitting from sustainable shoppers. Long-term risk of under-achieving.

Value-Action Gap size and growth rate. Gap differences by demographic and segment.

Profile of sustainable shoppers: demographics, product choices, attitudes, shopping KPIs, retailer preference, purchase behaviour.

Demographic profile: what differs for age and social class groups in product choices, attitudes and shopping behaviour of sustainable products.

Go-to-Market plan: purchase behaviour of sustainable shoppers incl. channel and retailer, format and pack size share and index.

Who to target: demographic profile of sustainable shoppers in your category side by side profile of your brands.

Summary and tailored recommendations.

How you can access the insights

Global report

with an overview of sustainability behaviours and concerns of shoppers at global and regional level

Country report

for each of the 24 markets providing local results, including segments and category performance

Purchase data access

option to add segments to category databases for more in-depth look at eco-segment purchasing

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