Ask the question.
Get a commercial answer.
Sensia AI gives FMCG teams instant access to more than a decade of primary consumer research, helping you ask commercial questions and receive structured, referenced answers in seconds.
Ask. Analyse. Act.
Sensia AI operates within FMCG Gurus' closed research environment, drawing exclusively from our primary consumer research to return structured, referenced commercial answers.
See Sensia in action
Ask
Ask a commercial question in your own words.
From broad category questions to specific claims, formats, audiences or markets.
Analyse
Sensia finds the relevant FMCG Gurus consumer evidence.
It brings together the most relevant findings from across years of primary research.
Act
Use a structured, referenced answer you can share.
Turn the evidence into something your team can use in a meeting, review or commercial decision.
Example outputs
Five question types. Five commercial answers.
This is the kind of output Sensia produces: structured, referenced and segmented by consumer type.
"Which protein formats show the strongest consumer pull in Europe right now?"
Top formats by purchase rate — Europe 2025
| Format | Purchase rate |
|---|---|
| Protein bar | 52% |
| Milk protein drinks | 48% |
| High protein yogurts | 46% |
| RTD high protein drinks | 43% |
| High protein cookies | 41% |
Casual users
Less attentive to protein source or quantity. Focused on guilt alleviation and sensory appeal. Using bars as direct substitutes for confectionery.
Performance users
Protein bars 80%, protein powder 77%, RTD drinks 74–76%. Pull significantly higher in workout-specific contexts.
Based on 12 surveys across 8 European markets
FMCG Gurus Protein Pulse 2025
"Who is most likely to buy a reduced-sugar snack — and what would convince them?"
Less sugar appeal by market — 2025
| Market | Less sugar appeal |
|---|---|
| Argentina | 73% |
| Australia | 70% |
| France | 67% |
| Germany | 64% |
| USA | 62% |
Key consumer profiles
Casual Sports Nutrition users seeking permissible indulgence. Health-Conscious Indulgence Seekers. Clean Label Advocates associating sugar reduction with authenticity and realness.
Decision drivers
Guilt alleviation and "permissible indulgence" are primary. "Natural" and "No additives" rank as highly as, or higher than, sugar reduction in overall consumer appeal.
Based on 9 surveys across 12 markets
FMCG Gurus Sugar & Sweetness Report 2025
"Is a gut health claim strong enough to support a UK launch?"
Digestive claim appeal — UK 2025
| Claim type | Appeal |
|---|---|
| Promotes a healthy immune system | 69% |
| Improves digestive health | 68% |
| Improves gut health | 62% |
| Relieves bloating | 56% |
Strategic read
Gut health claim is viable but frame it via immunity. UK consumers respond more strongly to "promotes a healthy immune system" (69%) than "improves gut health" (62%). The gut-immune link is the strongest entry point.
Evidence requirement
It is no longer sufficient to simply state a benefit. UK consumers want reassurance that functional products are effective and offer value for money. Brands must provide evidence to validate their claims and build trust.
Based on 14 surveys across 1 market
FMCG Gurus Gut Health Report 2025
"Where is functional beverage growth coming from — and what is holding consumers back?"
Consumer segments driving growth — June 2026
| Segment | Share |
|---|---|
| Active Nutrition consumers | 63% |
| Intensive Performance consumers | 23% |
| Casual users | 15% |
| Clinically proven claims — important | 72% |
| Seek functional beverages proactively | 49% |
Clinical validation
72% of functional drink buyers say clinically proven claims are important. Consumers prioritise the format they perceive as most effective over taste and convenience.
Considered health mindset
Economic uncertainty has shifted consumers from "health at all costs" to "considered health" — using functional products more sparingly and scrutinising value at a premium price.
Based on 18 surveys across 20 markets
FMCG Gurus Functional Beverage Report 2026
"Which active nutrition formats are winning with mainstream consumers — and are supplements or food products leading?"
Supplements vs food products — global 2025/2026
| Format preference | Share |
|---|---|
| Nutritional supplements | 62% |
| Functional food and drink | 38% |
Top supplement formats
| Format | Usage |
|---|---|
| Capsules | 69% |
| Tablets | 44% |
| Powder | 30% |
| Chewables | 21% |
| Jellies / Gummies | 21% |
Why supplements lead
Preferred by 62% globally — perceived as more effective, healthier and more convenient for delivering targeted benefits. Efficacy must remain the lead claim, even in formats like gummies.
Why food and drink wins 38%
45% say easier to fit into daily routines. 44% perceive as more natural. RTD appeal is 78% in the USA and China. Baby Boomers prefer food over supplements due to cost and safety concerns.
Based on Active Nutrition Survey across 20 markets
FMCG Gurus Active Nutrition 2025/2026
Every answer is backed by the research behind it
Sensia AI does more than return an answer. It brings together relevant FMCG Gurus consumer research, shows the supporting references and gives teams a clear line back to the source, so every output can be reviewed, shared and used with confidence.
Sports nutrition in both markets is shifting from intensive athletic performance towards everyday health, wellness and convenience, and GLP-1 medications are starting to reshape demand 2 sources.
Purchase rates: Germany vs UK (2025)
| Product format | Germany | UK |
|---|---|---|
| Sports drinks | 83% 83 | 79% 84 |
| Energy drinks | hidden 83 | hidden 84 |
| RTD high-protein drinks | hidden 83 | hidden SN188 |
| Milk protein drinks | hidden 83 | hidden 84 |
Full results by format available in Sensia
In Germany, sports drinks rose from 72% in 2023 to 83% in 2025 83. In the UK, penetration of the top categories has softened slightly since 2023, though they remain the leading formats 84.
The GLP-1 effect: a new growth catalyst
The rise of GLP-1 medications is placing new demands on protein and sports nutrition, as users look for products that fit a changing diet SN701.
Survey questions used
Reports used
View all sources →
See Sensia answer your commercial questions
Book a demo and we'll show you Sensia working on the decisions your team is facing right now.
Book a Demo →