YouGov：2026购物者视角：快消品零售商价值、便捷与愉悦体验平衡之道研究报告（英文版）（24页）.pdf

1、Shopper PerspectivesHow FMCG retailers can balance value,convenience,and joyREPORTThis Shopper Perspectives report is based on insights from the 2025 spring and FW 25/26 editions of our bi-annual Behavior Change studies.This rolling analysis now includes 22 countries across Europe.In addition to thi

2、s report,we also rely on some ofour other established sources,such as our shopper panel insights,the 2025 edition ofour TrendReality report and Retail Landscape report.Global Insights DirectorLenneke SchilsJulia OminiSenior Insights ConsultantGet in touchTable of Contents1 1Reality meets resilience:

3、How shoppers balance practicality with enjoyment 2 2Building retail trust:What drives confidence in everyday decisions 3 3The rise of frictionless retailWhy convenience is becoming essential 4 4From chore to cheer:Turning stores into sources of joy and inspiration 5 5Identity-driven shopping:How val

4、ues shape consumer choices6 6Shopper-centric retail:Why understanding individual needs creates advantage Reality meets resilience:How shoppers balance practicality with enjoymentTodays lack of predictability has a noticeable impact on how European shoppers think and feel.They face competing pressure

5、s on their time,money and mental bandwidth.This reality is clearly reflected in shopping behavior.Concerns about affordability and security sit firmly on shoppers minds.Meanwhile,the need for small moments of enjoyment grows day by day.Rather than choosing one over the other,shoppers are increasingl

6、y managing both.For retailers,this creates a clear imperative.Winning in a polarized environment means helping shoppers bridge the tensions between value and experience,between efficiency and inspiration.Resilience should not only be built into supply chains and pricing strategies but also reflected