GWI Core Plus is a free add-on to GWI Core that provides further detail on brand engagement and behaviours in selected Core markets. It’s available to all GWI Core subscribers with access to the relevant markets.
Key Insights on Household Essentials Purchases
When choosing household essentials, such as cleaning or laundry products, 63.9% of European consumers prioritize price, while 50.7% focus on product quality, making affordability and reliability the key drivers of purchasing decisions. 37% are influenced by special offers or promotions, and 33.2% prefer products they’ve used before, showing that discounts and familiarity play a significant role in choices. Eco-friendliness, considered by 20.5%, highlights a growing interest in sustainability, though it remains secondary to practical concerns. Additionally, 19.5% consider brand name, and 9.9% are influenced by recommendations, indicating that consumers prioritize value and performance over branding or social proof.
This data underscores the importance of price, quality, and promotions for European consumers, suggesting that brands can lean into affordability, reliability, and value-driven offers, while also keeping sustainability in mind as a growing trend.
GWI Core Plus, Q3 2024. 15K internet users aged 16-64 in France, Spain, Italy, UK, Germany
You can view more insight into food purchase behaviours by using these questions on the platform.