Commercial Decision Engine
Find the opportunity. Assess its commercial strength. Decide what to back.
Explore Commercial Engine →Consumer Decision Intelligence
Know which FMCG ideas to back, and how to defend the decision
- 1Access primary consumer evidence
- 2Identify commercial opportunities
- 3Make the right commercial decisions
Built on more than a decade of consumer research
Resources
Latest consumer research, reports and thinking
Explore free insights, trend analysis and report content built from FMCG Gurus consumer research.
Consumer Health Goals in 2026
Redefining wellness through simplicity, credibility and daily functionality: what consumers want from health products in 2026.
Elevating Fiber: From a Functional Necessity to Aspirational Wellness
How fiber is moving from a digestive basic to a wellness choice consumers seek out.
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Fish Collagen & Premium Skin Health
Unlocking new value in the skin health conversation.
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The Protein Shift: What the Evolving Protein Landscape Means for Brands
Nutricosmetics: Inside-Out Skin Health
Navigating Price Pressures: What Can Be Adjusted and What Must Be Protected
The Impact of Social Media Today: How It Is Redefining Consumers and Brands
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Get in touchTrusted Globally
Trusted across the global FMCG value chain
Used by insight, innovation, category and strategy teams across food, drink, ingredients, supplements and packaging.
DSM-Firmenich
FMCG Gurus has become a valuable strategic resource for DSM-Firmenich. The depth and quality of the data have been instrumental in supporting our Health & Well-being programs.
Lantmännen Unibake
FMCG Gurus helps me turn consumer insight into compelling commercial storytelling. It’s a valuable resource when building customer presentations and supporting new product launches with relevant market trends.
Fonterra
The information they provide has been very valuable in helping us get an insight into consumer needs and behaviours in multiple markets.
AI capabilities
Meet Sensia AI and DEE.
Sensia AI helps teams explore and evaluate consumer research. The Decision Evidence Engine turns consumer evidence into structured recommendations teams can act on and defend.
Ask a commercial question. Get a structured, sourced answer.
Type a question. Sensia searches more than a decade of primary consumer research and returns a cited, structured answer in seconds.
"Which health claims resonate most with UK yoghurt buyers aged 35–50?"
↳ Gut health (62%), protein (54%), low sugar (48%) — 3 sources cited
Commercial Argument Card
Solutions
Choose how to access consumer intelligence
Subscription access, custom research or individual reports. Choose the approach that fits what you need to achieve.
01
Consumer Intelligence Subscription
02
Custom Research
03
Report Store