When consumers walk the aisles of their local supermarket, how do they choose which items to put in their trolleys? Which brands earn their loyalty and which do they shun? What emerging trends are affecting their purchase decisions?

The answers to these questions can be found in social media data. More and more, modern FMCG brands are turning to social media analytics to help them understand consumer opinions on everything including the most talked about products, brand comparisons, emerging trends, and much more.

To understand how the UK grocery landscape is changing, we analysed billions of consumer conversations about brands, audiences, products and trends to answer questions like:

• What are the most discussed food purchases
• Does price or quality matter most to consumers?
• What are consumers’ favourite beverages?
• How is online grocery shopping changing the market

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