Shoppers are under pressure, their habits are shifting, and the brands winning at shelf are the ones who understand exactly what motivates them.
Every year, savi surveys 2,000 UK shoppers to find out how they really feel about spending, saving, and the promotions that influence their choices. The results of our 2026 Shopper Report – recently published in The Grocer – are in, and there’s plenty to get excited about.
We recently hosted a live webinar walking through the highlights, and whether you were there or missed it entirely, here are the five findings every FMCG brand needs to know right now.
- In-store shopping is making a comeback
Online grocery had its moment, but shoppers are heading back to physical stores in a big way. In 2022, just 33% of shoppers said they shopped mostly in-store. By 2025, that figure had jumped to 59%. Across all age groups, the majority now prefer in-store, with large supermarkets the clear destination of choice (59% of shoppers). Even Gen Z – a generation often assumed to be digital-first – are shopping mainly in physical stores at a rate of 45%.
The implication for brands? In-store activation and shopper marketing is more relevant than ever.
- Shoppers are spending more but getting less
The cost-of-living crisis isn’t over. 64% of shoppers say they are spending more on groceries now compared to last year, yet 23% of them are simultaneously buying fewer items. Prices are rising, but basket volumes are not keeping pace. Shoppers are becoming ruthless about what makes it into their trolley – which means brands need to give them a compelling reason to stay on the list. A well-timed offer or coupon could be the difference between staying in the basket and being swapped out for a cheaper alternative.
- Coupons reign supreme – and their influence is growing
When it comes to the promotions that actually influence shopping behaviour, money-off coupons are the runaway winner. 73% of shoppers say they are influenced by coupons, with this mechanic ranking number one across every single age group. What’s more, this figure is up 16% year-on-year, showing that the appetite for direct savings is accelerating, not plateauing.
Loyalty points, cashback offers and gifts with purchase all have their place, but if you want to move the needle quickly, a coupon is still the most powerful tool in the box.
- Gamification is a powerful (and underused) engagement tool
One of the most exciting findings in this year’s report is the appetite shoppers have for gamified promotions. A huge 77% of shoppers said they would play an online game if they were guaranteed a reward at the end – rising to 81% among Gen Z and 87% among Millennials. The key here is certainty: mechanics that guarantee every participant a prize (the “Everyone’s a Winner” approach) dramatically reduce the barrier to entry and maximise brand engagement time.
Our Müller Gingerbread Run campaign is a great example of this in action – 600,000+ game plays, an average brand dwell time of nearly two minutes, and 100% of prize coupons claimed.
- Coupons are a first-party data goldmine
Beyond driving sales, coupons are increasingly a powerful tool for data collection. 72% of shoppers said they would sign up to a brand’s loyalty scheme if a coupon was on offer – and the depth of data they’re willing to share has grown year on year. In 2025, 67% are happy to hand over their email address for a coupon, up from 46% in 2023. Shopping habits, brand preferences and purchase history are also fair game for a significant proportion of shoppers.
For brands investing in CRM and first-party data strategies, this is significant. A coupon isn’t just a discount — it’s a lead generation engine.
Want to Go Deeper?
These five findings are just the tip of the iceberg. The full 2026 savi Shopper Report is packed with data broken down by age, gender and location — giving you the granular insight you need to plan campaigns that really connect with your target shopper.
Download the full Shopper Report to explore all the data for yourself.
Watch the webinar recording – missed the live session? Catch up in full and hear our team talk through what the findings mean in practice.
Need advice on planning your next campaign? Whether you’re thinking about a coupon mechanic, a gamified promotion or a loyalty data play, we’re here to help. Get in touch with the savi team and let’s work through it together.
