MÆRKEVARELEVERANDØRERNE
Panel power-up: YouGov Denmark pioneers FMCG panel enhancement with passive data collection for more powerful consumer intelligence
17 december 2025, YouGov
YouGov, a global leader in market research and data analytics, is proud to announce a major upgrade to its Danish consumer panel – introducing passive data collection to deliver deeper, more dynamic shopper intelligence into the Fast-Moving Consumer Goods (FMCG) sector.
This strategic enhancement expands the panel to over 8,000 households, including 3,000 actively reporting their purchases and more than 5,000 contributing passive data through automated receipt data collection. By combining self-reported attitudes with behavior tracking, YouGov offers an unprecedented view into how Dane’s shop, think, and choose in today’s fast-changing FMCG market.
“Denmark is leading the way as the first country to successfully implement this innovative mix of methodologies. By combining our traditional panel approach with passive data collection, we’re setting a new standard for FMCG consumer intelligence. This groundbreaking initiative not only enhances our data quality but also provides our clients with unparalleled insights into consumer behavior in real-time,” says Stefan Heremans, President of YouGov Shopper.
Leveraging YouGov’s global panel of over 29 million members in 63 markets, the upgraded Danish panel brings together proven survey expertise and cutting-edge passive data collection technology. The result: more robust, flexible datasets that support smarter decision-making while upholding the highest standards of privacy and data protection.
Key benefits for Danish FMCG brands and retailers:
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- Expanded panel of 8,000+ households for greater depth and diversity of data
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- Excellent purchase behaviour across various target groups
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- Real-time insights into shopping behavior and preferences
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- Combination of behavioral and attitudinal data for a 360° view of consumers
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- Market-specific implementation tailored to Danish business needs
“We’re excited to bring this panel enhancement to Denmark,” says Charlotte Horsten, Commercial Director, YouGov Denmark. “It empowers our clients to make faster, data-driven decisions based on the research reality of their consumers – what they say, what they do, and how both are changing over time.”
The Denmark upgrade is part of YouGov’s broader European expansion of advanced data capabilities, reinforcing its commitment to delivering future-ready research solutions across the continent.
With access to millions of interconnected data points and real-time updates reflecting emerging consumer trends, Danish FMCG businesses now have a powerful tool to guide strategy, fuel innovation, and unlock new growth opportunities.
