From podcasts to picking up groceries—how FMCG brands can own the shopping trip
If you want to fill shopping baskets, snack drawers, and bathroom shelves, there’s one audience you can’t afford to ignore — podcast fans.
At Acast, we’ve uncovered through UK-focused research with YouGov how this highly engaged audience is not just listening for entertainment—they’re making frequent, everyday purchase decisions across grocery, snacking, household necessities, and cosmetics. It’s the perfect moment for FMCG brands to get in their ears (and on their shopping lists).
Grocery shopping: where it all begins
Almost all weekly podcast listeners play a role in grocery buying at home, with 94% either solely or partly responsible for household grocery shopping.
They’re loyal to in-store shopping too: 53% prefer hitting the aisles, while online (19%) and click-and-collect (8%) options trail behind. And they shop often, with 77% visit a grocery store once a week or more
Whether they’re filling their carts with essentials or picking up treats, podcast listeners are active grocery buyers, ready to learn about the latest products hitting the shelves.
Snacking: the impulse opportunity
Podcast audiences love to snack. 63% say they often snack between meals, rising to 71% among younger Gen Z listeners.
Their favorite brands read like a who’s who of FMCG icons: Cadbury, Walkers, Galaxy, Maltesers, and Haribo top the list.
And when do they snack?
- 64% while watching TV
- 53% when bored
- 43% while working or studying
With 55% likely to purchase confectionery in the next 30 days, and 65% having bought ice cream recently, snacking moments present a golden opportunity for brands to connect in real-time with a hungry audience.
Cosmetics: where personal care meets brand affinity
Podcast listeners are also heavy spenders in the health and beauty aisles:
- Oral health, deodorants, shampoos, and facial care products top the list
- Two in three female podcast listeners have a dedicated skincare regime
- Women who are weekly podcast listeners are twice as likely to buy makeup or fake tan products compared to the general population
Brands like No7, Maybelline, and Charlotte Tilbury are top of mind, and crucially, podcast listeners show a high willingness to spend more on premium cosmetic products.
Why now?
Podcasting delivers reach, resonance, and results across FMCG categories, whether it’s capturing impulse buys, building long-term brand loyalty, or connecting through lifestyle moments.
With Acast’s tools like Audience Attributes powered by Comscore, brands can precisely target listeners by category, behavior, or even shopping intent, reaching them at the right moment, with the right message.
Get your brand on their shopping list, start advertising to podcast listeners today.
If you want to fill shopping baskets, snack drawers, and bathroom shelves, there’s one audience you can’t afford to ignore — podcast fans.
At Acast, we’ve uncovered through UK-focused research with YouGov how this highly engaged audience is not just listening for entertainment—they’re making frequent, everyday purchase decisions across grocery, snacking, household necessities, and cosmetics. It’s the perfect moment for FMCG brands to get in their ears (and on their shopping lists).
Grocery shopping: where it all begins
Almost all weekly podcast listeners play a role in grocery buying at home, with 94% either solely or partly responsible for household grocery shopping.
They’re loyal to in-store shopping too: 53% prefer hitting the aisles, while online (19%) and click-and-collect (8%) options trail behind. And they shop often, with 77% visit a grocery store once a week or more
Whether they’re filling their carts with essentials or picking up treats, podcast listeners are active grocery buyers, ready to learn about the latest products hitting the shelves.
Snacking: the impulse opportunity
Podcast audiences love to snack. 63% say they often snack between meals, rising to 71% among younger Gen Z listeners.
Their favorite brands read like a who’s who of FMCG icons: Cadbury, Walkers, Galaxy, Maltesers, and Haribo top the list.
And when do they snack?
- 64% while watching TV
- 53% when bored
- 43% while working or studying
With 55% likely to purchase confectionery in the next 30 days, and 65% having bought ice cream recently, snacking moments present a golden opportunity for brands to connect in real-time with a hungry audience.
Cosmetics: where personal care meets brand affinity
Podcast listeners are also heavy spenders in the health and beauty aisles:
- Oral health, deodorants, shampoos, and facial care products top the list
- Two in three female podcast listeners have a dedicated skincare regime
- Women who are weekly podcast listeners are twice as likely to buy makeup or fake tan products compared to the general population
Brands like No7, Maybelline, and Charlotte Tilbury are top of mind, and crucially, podcast listeners show a high willingness to spend more on premium cosmetic products.
Why now?
Podcasting delivers reach, resonance, and results across FMCG categories, whether it’s capturing impulse buys, building long-term brand loyalty, or connecting through lifestyle moments.
With Acast’s tools like Audience Attributes powered by Comscore, brands can precisely target listeners by category, behavior, or even shopping intent, reaching them at the right moment, with the right message.
Get your brand on their shopping list, start advertising to podcast listeners today.
