US Shopper Satisfaction Report 2026

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The only Industry wide source of shopper insights:

Your existing category data shows you what happened. But rarely why. And it almost never shows you how your category compares across the store (or between retailers).

We fix that by asking shoppers questions at scale, uncovering the real reasons behind their purchase. And we provide that crucial context.

The complete picture to fuel more effective plans and hard evidence to win agreement.

Watch our short explainer video
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Trusted by leading suppliers and retailers including:

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Campbells
Tesco
Waitrose
Woolworths

WHY WE ARE DIFFERENT

We give you the growth-oriented, forward-facing insights you only get from talking to actual shoppers.

Shopper Satisfaction

Benchmark your performance on what matters most, across all retailers

Category Role

See how your category impacts store traffic or spend

Improvement Opportunities

Learn what shoppers would like to see improved in your category/retailer

Decision Hierarchy

Know the priority order of shopper choices, and the risks of a lost sale

Promotional Response

Measure which promotions actually drive incremental sales

Missions

Look into occasions and uses to better orient your marketing

Pricing

Understand the importance of price and how your retailer and brand compare

Path To Purchase

Identify key triggers and motivations throughout the shopper journey

retailer

Retailers: understand your shoppers in greater breadth and depth, for less.

SI’s unique scale gives you a rich but affordable source of category level insights across the whole store, benchmarked to your competitors.
  • Complements your other data
  • Understand how each category delivers to customers
  • Prioritise effectively
  • Identify opportunity gaps
  • Inform better decisions on all aspects of the category across both Online and Brick & Mortar
  • Access a huge market wide database at a low annual cost
I’m a retailer - tell me more
retailer
supplier

Suppliers: Build stronger strategies and win more support from your buyer

Build better commercial plans. Win more
retailer support

Use credible shopper data to build strong category plans, fuel compelling proposals, improve buyer dialogue and retailer alignment
  • Understand shopper motivations and behaviors by category (and segment/brand)
  • Create compelling, insight-led proposals that win buyer support
  • Use benchmark data to strengthen your plan and win the debate
  • Cover every category in each retailer for a low annual subscription
I’m a supplier - tell me more

Testimonials

What our clients say about us

What our clients say
about us

Our clients use our shopper insights to drive real results—from improving front-of-store execution to boosting category performance.

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“This is rapidly becoming one of the tools that suppliers simply would not be able to live without if they want to succeed”
Yelena Idelchik Director of Shopper Insights, North America - Kenvue
"SI gives you something fresh and useful that the retailer doesn’t already know insight wise, so you can add value for your buyer and build that trusted relationship"
Andy PageHasbro, Perfect Store Lead – EMEA
“I’ve always believed that the idea of having a ‘Category Role’ for each category was a breakthrough concept that Category Management brought to retail decision making. It’s great that Shopper Intelligence now adds objective shopper-led metrics to this crucial discussion.”
Dr Brian Harris(original creator category management concept)
"We used the Shopper Intelligence insights to highlight 3 top shopper satisfaction attributes to revive Tesco front of store — and were able to achieve results directly with Tesco."
Yasmine HenryBusiness Intelligence Manager, Coca-Cola European Partners

FAQs

What is your coverage?

Shopper Intelligence runs “total market” programs in many countries, covering all major categories. But the exact inclusion is driven by our client’s needs. We can quickly add new categories or redefine categories more narrowly to your brief. Most markets track 100+ categories across all key retailers.

How do you make it so affordable without harming quality?

It’s about scale. Each wave, we are tracking over 100 categories in our fieldwork. That gives us massive cost efficiencies (as well as context/benchmarks). Second, we have invested in a very sophisticated analysis tool that makes data reporting highly efficient.

What sample do you give me?

Subscribing clients can see all data on their category including their proprietary custom category questions. Also included is the ability to benchmark the category against the corresponding department and all categories rollup at all retailers. We set overall category sample goals by quarter. Sample is typically spread across key channels and retailers.

How often do you report?

In most markets we update the data each quarter giving you the latest view of your shoppers.

Can I add my own questions?

Yes. We give you the ability to add a couple of custom questions that only your category shoppers will see. These questions are not shared with any other Shopper Intelligence clients.

How do I get the data?

We have a powerful online tool that gives you direct access to the data. Clients have the option of pulling reports in our DIY portal or access our easy to use online dashboards. Automated PowerPoint & Excel reports are also updated regularly to ensure HQ/Field teams have the most up-to-date information on their shoppers.

How do you support us?

Our experienced client service team of shopper data enthusiasts have all walked in your shoes. We provide full service support to help you achieve maximum value from the data, although we like to teach clients to “self serve” to maximize application across your business week in week out.

How do you collect your data?

We work with a 3rd party panel company to recruit shoppers who recently made a category purchase. We find out what, when and where they made their last purchase. If they pass our screening process, they are asked to fill out a 15–20-minute online survey focused on one specific category purchase.

Can I look at the data by segment or brand?

Yes. We collect all key aspects of your category purchase. All reports on your category can easily be broken down by segment, brand, shopper group, etc.

Explore the Insights behind shopper behavior

Our blog shares powerful, data-backed perspectives on what drives retail success. From evolving shopper motivations to promotional impact and category trends, discover how deeper understanding leads to smarter decisions.

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Understand your shopper
Influence category decisions
Lead your retailer to success

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