Meet the 2026 Shopper. Download the savi Shopper Report here.
UK shoppers are more value-driven than ever – and for FMCG brands and retailers, understanding what motivates them to pick up a product, try a new brand, or switch supermarkets is the difference between a promotion that performs and one that doesn’t.
The 2026 savi Shopper Report, based on independent research with 2,000 UK shoppers by OnePoll, gives you the data you need to build smarter coupon marketing and FMCG promotional campaigns this year. This year we also surveyed a further 6,000 shoppers in Germany, Italy and Spain, giving a unique Pan-European perspective on shopper attitudes to promotions, loyalty and coupons.
Key findings: what’s shaping UK shopper behaviour in 2026
The report identifies four critical trends every FMCG marketer needs to know:
The In-Store Renaissance. In-store grocery shopping has made a definitive comeback — 58% of UK shoppers now prefer physical stores, almost double the figure from 2022. For brands running coupon and promotional campaigns, in-store strategy has never been more important.
The Power of Coupons. 73% of UK shoppers say money-off coupons directly influence their shopping behaviour — up 16% in a single year. As cost-of-living pressures persist, immediate value is winning out over deferred rewards like loyalty points.
The Switcher Threat. 54% of shoppers would consider switching supermarkets if a coupon wasn’t accepted. For retailers, coupon acceptance is no longer just a mechanic — it’s a retention strategy.
Mobile Coupon Redemption Goes Mainstream. 72% of shoppers now redeem coupons via smartphone in-store, up from 58% in 2023. Brands and retailers without a frictionless mobile coupon redemption offering are already introducing friction — and losing shoppers as a result.
The data behind better FMCG promotions
Beyond the headline trends, the report is packed with actionable data for anyone planning FMCG promotional campaigns — including the average discount required to drive product trial (38%), the channels shoppers use to discover offers, and how shoppers’ willingness to share first-party data in exchange for coupons continues to grow.
At savi, we combine shopper research like this with decades of real redemption data across promotional mechanics, discount levels, retailers and distribution channels. We don’t just help you understand shoppers — we help you reach them.
