差距机会：解锁具有独特驱动力和动力的新细分市场

Unlocking newly measured segmentswith distinct drivers and dynamics The differences between consumer panel and retail panel data Introduction Differences between consumer panel and retail panel datahave long been debated across the industry. Thesedifferences are often interpreted as inconsistencies. Implication:Differences between shopper and retail data are not errors –they reflectdifferent parts of the market moving indifferent ways. They are not. Reframing the DebateDiscussions about shopper vs. retail data often focus ondiscrepancies in reported trends. This report demonstrates the gap between the two datasources isstructural, measurable, and largelyexplainable. By quantifying the size, composition, anddevelopment of this gap, we provide a fact-based foundationfor interpreting FMCG market trends with confidence. However, these datasets do not measure the same universe:•Shopper panels captureconsumer-reported purchases•Retail panels measuresales through tracked retailchannels Key findings:•The YouGov Shopper panel coversover 80% of the total FMCG market in Germany•The remaining gap represented€32.5 billion in 2025•Over 50% of this gap is driven by workplace-relatedpurchases•Only 24% of the gap remains unexplained•Gap components evolve atsignificantly different rates,directly impacting reported trends The assumption that the non-overlapping ~20% of the marketbehaves similarly – and therefore cannot explain differences –is incorrect. This report shows:The non-covered segments are substantial, structurallydifferent, and behave differently over time. Introducing a new multi-source approach to measure the gapbetween consumer panel and retail panel data: Source Type of data Circana Retail Panel Representative data Non-covered shoppers/FMCG purchases: YouGov Shopper consumer panels inbordering countries Cross-border purchases Data collection + estimates Purchases of refugees and asylum seekers Official data + estimates Destatis / BMAS Purchases of tourists Official data + estimates Destatis YouGov ad hoc survey in December 2025 Work-related purchases Representative data YouGov Shopper Panel covers >80% ofthe total FMCG market* in Germany The size of the gapin Germany Value share in total FMCG market* The YouGov Shopper consumer panelcoversapproximately82% of thetotal FMCG market in Germany. The remaining€32.5 billion (2025)represents the coverage gap Key insight:The gap isnot primarily drivenby missing categories, but byspecific shopper behaviors andpurchase occasions that falloutside traditionalmeasurement. Speak to an expert Over 50% of the gap is driven by workplacepurchases alone – not measurement limitations What drives the gapin Germany The coverage gap is not a black box –it can largely be explained byidentifiable components: •53% workplace-related purchases•9% out-of-home consumption•5% non-covered categories•5% tourist purchases•3% cross-border purchases•1% refugees and asylum seekers•24% unexplained Implication: Retail-only or household-onlyviews of the market systematicallyunder-represent keyconsumption contexts. Components of the gap evolve at different speeds– driving discrepancies in reported trends How the gap evolvesover time Value change rate 2025 vs. 2024 (Traditional retail + drugstores) While total FMCG trends appearbroadly across datasets (+3%), theunderlying components of the gapshowsignificantdivergence: While sales to refugees and asylumseekers declined by 18%, cross-bordersales increased by 10%. Implication: Even when total market trendsalign,category- and channel-level differences can besignificantdepending on whichparts of the market are captured. New for 2026: The hidden role of workplace purchasing This report introduces new, original research intoB2B FMCG purchasing behavior– one of the leastunderstood drivers of the gap. Understanding workplace consumption is essential for anaccurate view ofthe FMCG market. Basedon an ad-hoc survey of over 2,000 working individuals in Germany, we analyzed:frequencyof workplace purchases, categorypenetration, purchasechannels, and buyngcontexts. Method Questionnaire Sample Ad-hoc survey in the YouGov(Online Access) panel inGermanySurvey period: December 3 -December 10, 2025(weeks 50-51) Working individuals who make FMCGpurchases (voluntary) workn= 2013 Length of interview:approx. 10 minutes Example: Beverage Categories – evaluation of B2B purchasepenetration on (main) category level and... Penetrationandfrequencyof beverage categories purchased in last 3 months (in %) ...the preferred channel for B2B purchases in the category Preferredchannelfor beverages categories in % (multiple selections allowed) Measure yourgap opportunity.Turn gaps into growth. Don’t leave growth on the table – discoverthe shopper segments you’re missing andhow they behave differently. Ready to discover yourmissing segments? Get in touch Start measuring your gap opportunity withYouGov Shopper to unlock actiona