In the dynamic FMCG industry, the Shopper 360 study conducted by GfK YouGov represents the most relevant and comprehensive source of knowledge about the market, trends, consumers, their habits, and decision-making processes. We summarize this study and invite you to consider it when making decisions in your retail space. 

What do we know about the market, shoppers, and their behavior during 2023? What behaviors, parameters, and insights generated the picture of the shopper for 2023? Besides the primary result that the value of the FMCG industry in Serbia increased by 12% compared to 2022, where the most critical factor was the increase in prices, here are some more important data: 

The average Serbian shopper goes shopping 2% more than last year: 297 times a year. 

As always, with research, this data will receive interpretations from experts, analysts, and others, and we are here to remind you of practical ways to turn this reality to your advantage in your retail. For example, by being aware that the more times a shopper goes shopping, the more opportunities the retailer has to boost their impulse sales.  Therefore, consider promoting impulse buying in your stores. It is very important to pay attention to the selection of for impulse buying items and their display. Whether it's impulse sales along the consumer's path through the store or at the checkout – favoring impulse sales is a hot topic for 2024. 

The average Serbian shopper in 2023 paid 10% more for their shopping basket than last year: around 876 dinars. 

From this data, it is intuitive to understand that the Serbian shopper is trying to save. They seek alternatives, explore options, and pay 3.5% less for the same products than in the previous period. This is the reality where the sensitive shopper tries to buy on promotions (4% more than in 2022) and accepts private labels due to the favorable price (1% more than in 2022). 

Significant growth is also recorded in purchases with loyalty cards and applications: their participation increased by 7% compared to 2022. 

More precisely, in 2023, one-quarter of purchases were made using a loyalty card. And once again, here's an important insight that can contribute to your results with the right strategy and implementation. Our advice: Think about how you display products included in the loyalty program – both in the app and in the physical space of your store. 

The dynamics of your business certainly leave little room for sophisticated reflections and interpretations of study data. But INPUT is here to do that for you and to transfer insights from theory into concrete projects and arrangements of your retail spaces.  

More about practical knowledge at https://www.input.rs/en/istrazivanja  

About INPUT services that improve the business of retail spaces: https://www.input.rs/en/360-usluga  

About products that enhance the shopping experience at https://www.input.rs/360-usluga  

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