FMCG

What FMCG does

FMCG Gurus (legal entity: M&R Insights Ltd, UK; founded 2015) is a privately held market research firm headquartered in St Albans, United Kingdom, with a regional office in Dubai, UAE. The company provides consumer insight, market trend analysis, and product/category research to the global food, beverage, and supplement industries, operating a proprietary survey panel spanning 18+ countries and publishing recurring annual content such as the Top Ten Trends franchise (2024, 2025, 2026). Its service portfolio comprises twelve core research offerings — including Consumer Insight, Market Trends, Product Analysis, Healthy Ageing, Country Profiles, Taste & Nutrition, Category Analysis, Medical Nutrition, Ingredients, Idea Generation, Shopper Insights, and Packaging — supplemented by an AI-powered platform called Sensia AI, launched in 2024 to deliver insights on demand.

FMCG Gurus generates revenue through four channels: one-time paid report sales (£50-£1,200 per report) via its e-commerce Report Store, paid webinar and slide downloads, subscription-style access to bundled research, and bespoke consulting projects for enterprise clients. The go-to-market motion is sales-led and content-driven: the company publishes free trend digests, runs an Insight Weekly newsletter, and co-hosts 50+ webinars with ingredient suppliers (Kerry, Beneo, Lubrizol, FrieslandCampina, Lallemand, DSM, ADM, Nexira, Sensapure, and others) to generate top-of-funnel demand that is converted via demo requests and direct sales engagement.

The company serves an enterprise-heavy client base that includes Nestle, PepsiCo, Red Bull, ADM, Kerry, DSM, FrieslandCampina, Fonterra, Glanbia, and Lallemand, with secondary segments in ingredient suppliers, retailers, foodservice operators, and packaging companies. Headcount is reported in the 11-50 range, with named senior leaders including Mike Hughes (Head of Research and Insight), Alan Harrington (Sales Director), Will Cowling (Marketing Manager), Kate Kehoe (Marketing Executive), and Eleanor Johnson (Data Analyst). The business is founder/management owned with no disclosed institutional funding and no public listing.

Name

FMCG

Legal name

M&R Insights Ltd

Website

https://fmcggurus.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

FMCG Gurus is a UK-headquartered market research firm providing consumer insight, trend analysis, and product research across 18+ countries to global food, beverage, and supplement companies via paid reports, webinars, subscriptions, and its Sensia AI platform.

Ownership category

akta.pro rank

Product category

Market Research and Consumer Insights

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Industry & Sector Research (Syndicated/Custom) (BPAHALAE)

akta.pro secondary industry

Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Consumer market research
• FMCG consumer insights
• Food and beverage trends
• Supplement market analysis
• Consumer behavior research

Headquarters

HQ city

Saint Albans

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Research Reports: Sale of market trend reports, trend digests, and industry analysis publications. Reports are available as PDF downloads with prices ranging from £50 to £1,200 depending on scope and format.
2. Webinars and Presentations: Both free and paid webinar content. Some webinars are offered free with optional report downloads, while others (like ingredient trends) are priced at £499 for full access.
3. Subscription Services: Report Store and paid subscription access to ongoing research content. Clients can purchase individual reports or access bundled trend materials.
4. Client Services and Consulting: Bespoke research projects and consulting services for FMCG companies requiring customized market analysis.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

FMCG Gurus provides market research and consumer insight services into attitudes and behaviours across the food, beverage, and supplement markets worldwide. Its core offerings include consumer insight research, market trend forecasting, product analysis, country profiles, category analysis, ingredient insight, shopper insights, and healthy ageing research, delivered via paid reports, webinars, subscriptions, bespoke consulting, and the proprietary Sensia AI platform.

Product overview

FMCG Gurus is a market research company offering a comprehensive suite of consumer insights services for the food, beverage, and supplement industries. The portfolio includes 12 core consulting services (Consumer Insight, Market Trends, Product Analysis, Healthy Ageing, Country Profiles, Taste & Nutrition, Category Analysis, Medical Nutrition, Ingredients, Idea Generation, Shopper Insights, and Packaging), supported by an AI-powered platform called Sensia AI. The company distributes its research through a Report Store (paid reports), Webinars (collaborative presentations with industry partners), and a free Resources library containing trend digests and infographics. Key research publications include annual Top Ten Trends reports and Bitesize Trend Digests covering Health & Wellness, Sustainability, Indulgence, Convenience, and Better For You topics.

Differentiator

Problem solved

Functional benefit

Brands

• Sensia AI: AI-powered insight platform for consumer data analysis

Products and services

• Sensia AI AI-powered consumer insights platform that delivers knowledge and analysis on consumer attitudes and behaviours across the food, beverage, and supplement markets.
• Consumer Insight Core research service evaluating consumer attitudes and behaviours that are critical for all elements of the FMCG supply chain, used by FMCG companies for product development and marketing strategy.
• Market Trends Research service exploring historical and future forecasted growth rates across food, drink, and supplement categories to inform category strategy and forecasting.
• Product Analysis Evaluation of products through product tracking and analysis, allowing clients to make informed decisions on product positioning and development.
• Healthy Ageing Research identifying the most significant health concerns for consumers and how they are addressing these issues, focused on the healthy ageing opportunity.
• Country Profiles Snapshots on market data, consumer trends, attitudes, and behaviours on a country-by-country basis for global market planning.
• Category Analysis Market and consumer data analysis highlighting key trends emerging in specific food, beverage, and supplement categories.
• Report Store E-commerce platform offering trend reports, market analysis reports, and webinar content for purchase, with prices ranging from £50 to £1,200.
• Webinars Online roundtable discussions and presentations featuring industry experts and FMCG Gurus consumer insights, offered as both free and paid content with companion report downloads.
• Trend Digest Reports Annual and bitesize research publications covering key FMCG topics including Health & Wellness, Sustainability, Indulgence, Convenience, and Better For You.

Quantifiable outcome

• Research conducted across 18 countries
• +1 more outcomes

Named customers15 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

21 partnerships are on record, tiered core and minor.

• Sensapure FlavorscoreStrategic or Co-development Partner · 19 November 2025Joint webinar on GLP-1 and nutrition opportunities in the beverage market. Explored natural stimulation of GLP-1 hormones and product opportunities for shrinking stomachs and side-effect management.
• NexiracoreStrategic or Co-development Partner · 1 July 2025Co-hosted webinar on power up prebiotic formulations with natural fibers. Focused on gut health, immunity, and functional benefits for food and supplement manufacturers.
• Nutrition IntegratedcoreStrategic or Co-development Partner · 11 June 2025Joint webinar on protein renaissance exploring how consumer attitudes toward protein continue to shift driven by health, wellness, active ageing and weight loss trends.
• Lubrizol Life SciencecoreStrategic or Co-development Partner · 14 May 2025Joint webinar series on simplifying science for trustworthy health claims and effective bioavailability. Explored consumer understanding of health topics and ingredient awareness.
• ColorconminorStrategic or Co-development Partner · 3 December 2024Webinar on crafting the perfect gummy exploring consumer trends and preferences in gummy dietary supplements.
• LallemandcoreStrategic or Co-development Partner · 10 October 2024Joint webinar on probiotics in mental health exploring gut-brain axis and consumer attitudes toward emotional wellness supplements.
• SIRIO EuropeminorStrategic or Co-development Partner · 30 April 2024Webinar on organic supplements trends and concepts. SIRIO provides supplement manufacturing expertise combined with FMCG Gurus consumer insights.
• AB Biotek H&HcoreStrategic or Co-development Partner · 24 April 2024Joint webinar on trained immunity and ABB C1 ingredient shaping next wave of health innovations from prevention to peak performance.
• Kaneka Nutrients EuropecoreStrategic or Co-development Partner · 2 April 2024Webinar on health and wellness market in 2024, discussing value drivers in considered spending environment.
• KensingcoreStrategic or Co-development Partner · 16 January 2024Joint webinar on heart health and plant sterols exploring LDL cholesterol reduction claims and cardiovascular health positioning.
• NutriLeadscoreStrategic or Co-development Partner · 29 September 2022Joint webinar on immune health in post-pandemic environment. FMCG Gurus provided consumer insights while NutriLeads contributed scientific expertise on their prebiotic ingredient Benicaros (cRG-I). Subsequent webinar in December 2025 on gut microbiome and vitality.
• DSMcoreStrategic or Co-development Partner · 8 June 2022North America focused webinar on addressing nutritional needs in plant-based meat and fish alternatives.
• DSMcoreStrategic or Co-development Partner · 27 January 2022EMEA-focused webinar on plant-based meat and fish alternatives fortification. Presented DSM tools for creating nutritionally competitive plant-based products.
• OterracoreStrategic or Co-development Partner · 24 November 2021Co-hosted webinar on how natural ingredients can reinvigorate the beverage industry. Focused on natural colors and better-for-you beverage trends.
• DSMcoreStrategic or Co-development Partner · 12 October 2021Asia-focused webinar on fortification needs in plant-based meat and fish alternatives. DSM presented nutritional solutions and Fortifull Nutrition Guide tool.
• Lubrizol Life SciencecoreStrategic or Co-development Partner · 30 September 2021Total Solutions for Cognitive Health webinar exploring science-backed botanical and mineral ingredients for cognitive health with microencapsulation technology.
• SkynamominorGTM or Marketing Partner · 21 July 2021Sponsored webinar on evolution of snacking habits. Skynamo (field sales management software) co-branded the content focused on consumer trends in snacking.
• KerrycoreStrategic or Co-development Partner · 22 June 2021Joint webinar on immune and digestive health consumer needs. Kerry contributed proprietary global consumer research alongside FMCG Gurus trend analysis.
• FrieslandCampina IngredientscoreStrategic or Co-development Partner · 3 December 2020Joint webinars on plant-based omega-3 for cognitive wellness covering both APAC and EMEA/NAM regions. Explored algae-based omega-3 alternatives to fish oil.
• CHr. Hansen Natural ColorscoreStrategic or Co-development Partner · 19 November 2020Joint webinar on evolution of meat analogues exploring plant-based market trends and importance of natural colors for consumer appeal.
• BeneocoreStrategic or Co-development PartnerOfficial sponsor of Top Ten Trends 2022 webinar. Long-standing partner for prebiotic ingredients and consumer insights webinars on digestive health.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Peers

• Mintel Reports (specialist subscription/insight platforms):

Broad incumbents

• NielsenIQ (NIQ): Large-scale global consumer measurement and analytics company covering FMCG retail and shopper insights. Overlaps with FMCG Gurus' category analysis and shopper insight services but at far greater scale and across many more categories.
• Mintel: Global market research firm with deep coverage of food, beverage, and consumer goods. Direct competitor in syndicated FMCG consumer insights, trend reports, and category analysis, with broader category scope and a much larger global panel than FMCG Gurus.
• GlobalData: Large data and analytics provider with consumer and FMCG coverage spanning market sizing, consumer surveys, and trend reports. Comparable in syndicated FMCG research output, with broader sector coverage and a more enterprise / data-platform tilt.
• Euromonitor International: Global market research firm providing country-level consumer and FMCG data, trend reports, and category analysis. Directly comparable in syndicated consumer and FMCG research, with deeper country and category coverage and a longer operating history.
• Kantar: Global insights and consulting firm with dedicated Worldpanel FMCG division and consumer trend work. Comparable in consumer insight and trend forecasting, with substantially broader reach and a wider services portfolio.

Direct peers

• HealthFocus International: Specialist consumer research firm focused on health, nutrition, and wellness attitudes across global markets. Comparable in topic depth on Health & Wellness, sustainability, and 'better for you' — areas where FMCG Gurus is also strongest.
• Datassential: Foodservice and consumer research firm providing trend tracking, menu intelligence, and consumer insights for the food and beverage industry. Comparable in trend research, consumer behavior analysis, and ingredient / category tracking, with a foodservice tilt that complements FMCG Gurus' retail-and-CPG focus.
• Innova Market Insights: Specialist market research provider focused on food and beverage innovation, ingredients, and consumer trends. Closely comparable in vertical focus (F&B), trend report cadence, and ingredient-supplier co-marketing model, making it FMCG Gurus' most direct global peer.
• Lumina Intelligence: Specialist consumer insights provider for health, nutrition, and supplement categories, with trend reports and category analysis. Closely matches FMCG Gurus' supplement, medical nutrition, and ingredient focus, and similar mid-sized specialist positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/FmcgGurus
• LinkedInlinkedin.com/company/fmcg-gurus

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FMCG