FMCG market research.

From food and drink to personal care and household brands, we help FMCG and CPG companies understand the shoppers and consumers behind everyday choices - and turn that understanding into the products, packs and campaigns that win at the shelf. A sharper approach to FMCG market research, with answers to your most difficult questions, even from the audiences others find hardest to reach.

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Who we work with

  • FMCG and CPG manufacturers
  • Food and beverage brands
  • Personal care brands
  • Household and home care brands
  • Health, wellness and supplement brands
  • Challenger and direct-to-consumer consumable brands
  • Retailers and private label

FMCG market research that wins at the shelf and beyond

In fast-moving consumer goods, decisions are made in seconds and margins are won and lost on getting the product, pack and price right. We've spent years getting close to shoppers and consumers across food, drink, personal care and household, understanding the habits, triggers and trade-offs behind everyday choices. From global FMCG and CPG manufacturers to challenger and direct-to-consumer brands, we help you develop and test products, sharpen pricing and packs, understand the path to purchase and grow share. Whatever the question, we connect the dots - turning shopper and consumer insight into the elevated decisions that move your brand forward.

Why choose Kadence for your FMCG market research?

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Reaching the audiences others can't

Shoppers and consumers worldwide, including the hard-to-reach and the niche. We're known for excelling when other agencies stumble.

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Shelf-back thinking

We design research around the realities of the shopper journey and the moment of choice, not just stated attitudes.

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Global reach, local understanding

With offices across the Americas, Europe and Asia-Pacific, we understand how everyday categories differ market to market.

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Traditional methods, modern tools

Qualitative depth, quantitative scale and advanced analytics under one roof.

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From data to decisions

Clear, decision-ready recommendations that grow share and protect margin, not just data.

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Strength in product and pack

Proven experience across concept, product and pack testing, with the speed FMCG demands.

Specific research approaches for luxury

  • Shopper and consumer communities and panels
  • Concept, product and pack testing
  • Brand equity, positioning and pricing research
  • Path-to-purchase and shopper research

  • Category and segmentation studies
  • Brand, advertising and campaign effectiveness
  • Market sizing and opportunity identification across categories and markets

Our Results

Our mission is to raise the impact of research – and we're delivering

Kadence International Market Research Agency of the Year Singapore

Market Research Agency of the Year

Winner

— Agency of the Year Awards, 2019

Market Research Agency of the Year

Finalist

— Agency of the Year Awards, 2020
Quirks Supplier of the Year Kadence International

Market Research Supplier of the Year

Winner

— Marketing Research & Insight Excellence Awards – 2019
Kadence International is Highly Commended for Global Agency of The Year

Global Agency of the Year

Highly Commended

— Market Research Society Awards, 2019
MRS Opperations Awards Trophy

Best Training and Development

Highly Commended

— Market Research Society's Operations Awards, 2019

Best Data Collection (telephone)

Finalist

— Market Research Society's Operations Awards, 2019

Best Data Collection (face-to-face)

Finalist

— Market Research Society's Operations Awards – 2019

The global boutique for data and insight

Our global footprint makes us the go-to partner for international market research. We offer all qualitative and quantitative methodologies across our office network and beyond.
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We have been engaged with Kadence since 2016. Since our first partnership, Kadence has been instrumental in supporting our business efforts and have continuously proven their value in research, insights and analysis that have helped us to gain many wins. Kadence consistently pushes the boundaries and offer inspirations that provide deep business insights and drive business strategies.

Head of Research
Bloomberg

We’ve been working with Kadence on a couple of strategic projects, which influenced our product roadmap roll-out within the region. Their work has been exceptional in providing me the insights that I need.

Senior Marketing Executive
Arla Foods

Kadence were an excellent partner on this project; they took time to really understand our business challenges, and developed a research approach that would tackle the exam question from all directions.  The impact of the work is still being felt now, several years later.

Customer Intelligence Director
Wall Street Journal

Kadence has produced an exceptional body of work which plays a crucial part in planning marketing strategies and understanding the opportunities for our business as we continue to grow. We couldn’t ask for a better partner; they provided true expertise, valuable insights and commitment to quality across each project.

Performance Marketing Analytics Director
Treatwell

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Other sectors we serve

Our market research capabilities extend beyond education. With over 30 years of experience in market research, we have a wealth of expertise and in-depth knowledge across various sectors.

Whether you’re in retail, tech, healthcare, or food and beverage, Kadence applies the same level of dedication and insight to help you meet your unique objectives.

FMCG categories we specialise in

Food and beverage - we cover food and drink here at a high level; for deeper category work, our dedicated food and beverage expertise goes further into taste, occasion and menu.

Personal care - we research the routines, needs and triggers behind everyday personal care, from skin and body to oral and hygiene.

Household and home care - we understand how shoppers choose cleaning, laundry and home products, and how efficacy, value and sustainability stack up.

Packaged foods and snacks - we research snacking and packaged-food occasions, formats and the constant pull between indulgence, health and convenience.

Beverages - we explore soft drinks, hot drinks, alcohol and functional beverages across occasion, taste and the shift to low- and no-sugar and no-alcohol.

Health, wellness and supplements - we research the fast-growing wellness category, where everyday consumer goods meet health needs and high expectations of efficacy.

Our approach to FMCG research

FMCG decisions are fast, habitual and made under real-world conditions, so understanding stated attitudes is rarely enough. We combine qualitative depth and quantitative scale, design research around the shopper journey and the moment of choice, and move at the speed the category demands. Through our global office network we run multi-market studies that account for how everyday categories, channels and habits differ, bringing global reach with genuine local understanding.

What's shaping FMCG research now

The FMCG landscape is shifting fast, from the tension between premiumisation and value in a cost-of-living era to the growth of health and wellness, sustainability and packaging pressure, and the rise of quick commerce, dark stores and retail media. We help brands stay ahead of these shifts with insight that connects what is changing to what to do about it.

Advertising
Advertising
Agriculture
Agriculture
Animal Health
Animal health
Automotive
Automotive
Consumer Goods
Consumer goods
Ecommerce
Ecommerce
Financial Services
Financial services
Food and beverage
Food and beverage
Kids and youth
Kids and youth
Media
Media
Technology
Technology
Telecommunications
Telecommunications

FAQs

What is FMCG market research?

FMCG market research is how you build a clear picture of the shoppers and consumers behind everyday purchases - what they buy, why and how they choose - so you can develop products, packs, pricing and campaigns that win at the shelf.

What's the difference between FMCG and CPG?

They describe the same thing: fast-moving consumer goods (FMCG) is the term used in the UK and much of the world, while consumer packaged goods (CPG) is the common term in the US. We work across both.

Why is market research important for FMCG brands?

FMCG decisions are made in seconds and the category is fiercely competitive, so small gains in product, pack or price compound at scale. Research removes the guesswork from these decisions and helps you grow share and protect margin.

How do you help FMCG brands win at the shelf?

We research the shopper journey and the moment of choice, testing concepts, products and packs, and sharpening price and range so your brand stands out and converts at the point of purchase.

Which FMCG categories do you work across?

Food and beverage, personal care, household and home care, packaged foods and snacks, beverages, and health, wellness and supplements.

Which research methods do you use for FMCG clients?

We combine qualitative and quantitative methods - communities and panels, in-depth interviews, surveys, concept, product and pack testing, and advanced analytics - chosen to fit the question and the audience.

Can you run FMCG research internationally?

Yes. Through our global office network we run multi-market FMCG research, accounting for how everyday categories, channels and habits differ from one country to the next.

Please select the type of enquiry