Welcome to the
FMCG Barometer

Structural Core Markets

• Purpose
  Provide a stable, long-term benchmark for analysing structural changes in consumer behaviour and FMCG performance.

• Why these markets
  1. Continuous, high-quality data availability since 2008
  2. Large share of global FMCG value and population
  3. Mature retail and consumer environments, allowing structural trends to be observed across multiple economic cycles (financial crisis, recovery, COVID, inflation)

• What this set is best used for?
  1. Long-term trend analysis (2008–present)
  2. Structural shifts in value, volume, pricing and shopper behaviour
  3. Executive-level storytelling where historical continuity is essential

Key principle: This set is intentionally fixed over time to ensure that observed trends reflect real behavioural and market dynamics, not changes in country coverage.

Global Momentum Markets (32 countries | data from 2021)

• Purpose
  Capture a broader and more representative view of recent global FMCG dynamics, expanding beyond the Core Markets to include a wider mix of mature, emerging and structurally different markets.

• Why these markets
  1. This set expands the Barometer footprint from 13 Core Markets to 32 countries, significantly increasing geographic and demographic coverage.
  2. The 2021 starting point allows the widest consistent country coverage in one comparable view. It also provides a cleaner basis for comparison by starting after the exceptional disruption of 2020, when COVID temporarily reshaped consumer purchasing behaviour across markets.
  3. By starting from 2021, this market set focuses on the period often described as the new consumer normal: a phase shaped by recovery, inflationary pressure, changing shopper behaviour and renewed divergence between markets.

• What this set is best used for?
  1. Understanding recent FMCG market development from 2021 onwards.
  2. Comparing mature, emerging and structurally different market dynamics across a broader global footprint.
  3. Identifying momentum, volatility and divergence in the years following the COVID disruption, including differences in volume resilience, price pressure, channel behaviour and shopper response.

Key principle: Results from this set should be interpreted as a broad recent global view from 2021 onwards. They are not intended as a direct continuation of pre-2021 Core Market trends, and they deliberately avoid using the exceptional disruption of 2020 as the baseline for comparison.

Current Global Footprint (41 countries | latest-year view)

• Purpose
  Reflect the most complete and current global footprint of FMCG consumer behaviour available in the dataset.

• Why these markets
  1. Maximises geographic reach across all major regions
  2. Includes the latest countries brought into the data infrastructure
  3. Designed to represent today's global FMCG landscape as fully as possible

• What this set is best used for?
  1. Latest-year snapshots and comparisons
  2. Cross-regional benchmarking
  3. Understanding current global composition and exposure

Key principle: This set is intended for point-in-time insights, not for historical trend analysis.

How to interpret results across country sets

• Each country set represents a different analytical universe and should be interpreted independently

• Trends are always calculated using a fixed country set to avoid compositional distortions

• Differences between sets reflect changes in coverage and market mix, not inconsistencies in methodology

• Where comparisons across country sets are shown, these are explicitly labelled and designed to illustrate the impact of expanding geographic coverage, rather than changes over time.