Behavioural science isn’t just theory. It is changing the way FMCG brands understand and influence shopper behaviour. At our recent webinar about driving purchase with behavioural science, Andrew Watts, founder of leading shopper behaviour consultancy KHWS, revealed how unconscious decision-making, digital coupons and fresh category data are reshaping the path to purchase in 2025.

If you missed the live session, here are some of the key insights we shared.

Shoppers buy on autopilot
One of the most striking insights: 95% of shopper decisions are unconscious. Most of us believe we carefully weigh up our options, but in reality, we are influenced by a host of unconscious cues. For FMCG brands, that means campaigns need to tap into these shortcuts or risk being overlooked at the moment of purchase.

Retail media is growing fast
The landscape is shifting quickly. FMCG brands are expected to spend over £1bn on grocery retail media this year, with that figure forecast to double by 2028. With budgets on the rise, the stakes are higher than ever. Marketers need to ensure their investments are guided by science, not guesswork, to maximise ROI.

From 120 biases to 9 triggers
Behavioural science has identified more than 120 cognitive biases that influence decision-making. But how do marketers actually apply them? In this webinar, we showed how these can be distilled into 9 actionable Sales Triggers such as social proof, scarcity and choice overload. These triggers explain why shoppers pick one brand over another and give brands a practical framework for influencing purchase at the right moment.

Coupons are more important than ever
Coupons may feel like an old tool, but the data tells a different story:

• 1 in 4 consumers say coupons are essential to their weekly shopping budget
• 30% of shoppers report that coupons increase their awareness of brands
• In 2025 so far, mobile coupons distributed via social media are achieving the highest redemption rates
• The snack category is leading the way with the strongest redemptions this year

When combined with behavioural science, digital coupons are more than a discount mechanism. They become a powerful way to nudge behaviour and build brand loyalty.

Real-world impact
We also shared case studies showing how brands are using these triggers to design more effective campaigns. For example, eye-tracking revealed that while shoppers claimed to ignore shelf-ready packaging, 75% actually relied on it when making decisions in-store. What shoppers say and what they do are often very different, and understanding that gap is key to influencing purchase.

Watch the replay
If you couldn’t join us live, you can watch the full replay here: Watch Now

Want the slides?
If you would like a copy of the presentation deck, an intro to KHWS or a conversation about how these insights could be applied to your campaigns, just drop us a line and we will be happy to share. Get in touch.