OmniChannel 2026

Stocking up or topping up?

In 2025 households across 38 markets spent €2.8 trillion on everyday goods, and inthe biggest markets growth came from more shopping trips rather than bigger baskets. Our Omnichannel 2026 report, launching on 17 November, shows where shoppers went, how differently the world shops, and what 2026 is already telling us.

Join the launch webinar and receive the report on 17 November.

€2.8 trillion

Spent on everyday goods by households in 38 markets in 2025.

The data behind the report

A third year

Growth slowed for a third year: more trips, smallerbaskets, much the same money.

All about the volume

A quarter

Own label is still gaining share, but at a quarter of the pace of the inflation years.

Quarter speed ahead

Four ways to shop

Asia clicks, Europe discounts, North America drives to the big store and Latin America walks to the corner.

Four ways to shop

2026

2026 has brought an energy shock, and food prices may follow.

The shock to come

November

3:30 to 4:15 PM GMT

Join the launch webinar: 17 November 2026

In under 30 minutes, we’ll check the year’s headlines against what households actually bought, show where spending moved across channels and regions, and look at what the last inflation cycle says about 2026 and 2027. Bring your questions: we’ll leave time to answer them.

Registering also sends you the report on launch day.

Key insights from Omnichannel 2026

All About the Volume

Growth slowed for a third year, so what kept it going? We split it into its household parts and find a smaller basket economy: more trips, smaller baskets, much the same money.

In Sun or in Rain

Online and the discounter keep taking share in good years and bad, while the big weekly shop slips away. We track every channel, and what each shift means for your brand.

Four Ways To Shop

Asia clicks, Europe discounts, North America drives to the big store and Latin America walks to the corner. That’s four ways to shop across 38 markets, and no global average describes any of them.

Quarter Speed Ahead

Own label is still gaining share, but at a quarter of the pace of the inflation years. We look at where it’s strongest, where it’s slowing, and the window that leaves for brands.

The Shock to Come

2026 has brought an energy shock, and food prices may follow. With a full inflation cycle in our data, we separate shoppers’ reflexes from their routines and show what to watch in 2027.

The data behind the report

38 markets

across six regions

909M households

represented

€2.8 trillion

of FMCG spend, in constant 2025 euros

8 channel groups

from hypermarkets and discounters to ecommerce, cash and carry andthe corner store

4 years of data

2022 to 2025: a complete inflation cycle

Every purchase in every channel, recorded continuously by the samehouseholds, so we see not just what sold but who bought it, how often and where.

Get in touch

Want to know what this means for your category? Bring it to us, and we’ll show you where your shoppers shopped, what they bought and what’s likely to change next.

Thank you! Your submission has been received!

Oops! Something went wrong while submitting the form.