Google, AI and new needs are rewriting FMCG strategies

Today, the purchasing decision does not necessarily begin in front of the shelf, but much earlier, through an online search, an image or one of the many digital stimuli that very often evolve into “conversational experiences”.

This behaviour is redefining the relationship between consumers, brands and retailers, which are called upon to win attention and trust in an increasingly non-linear journey. We discuss this with Elisabetta Taverna, sales director at Google, to understand how these changes are reshaping consumers’ purchasing habits and the opportunities for FMCG companies.

What are the most significant changes you are observing in online searches?

We are facing a much more autonomous consumer, moving within a particularly dense digital ecosystem: on average, they interact every day with 130 digital touchpoints via mobile. They are also more analytical than in the past: they do not simply search for a product category, but express complex needs and identify increasingly specific and detailed requirements. The way people search for information has also evolved. Short searches based on individual keywords have been replaced by longer, more complex and conversational queries. In addition, search has become multimodal: it no longer relies solely on text, but also on images and video. This greater complexity in search is accompanied by other digital behaviours that intertwine, making the purchasing journey increasingly non-linear.

How is the new purchasing journey developing?

Consumers move dynamically among what we call the “four Ss”: in addition to streaming, they scroll, search and shop. Their behaviour is therefore increasingly complex, and Gdo brands must be able to reach them.

How profound is the change currently taking place in online searches?

A significant signal comes from the evolution of Google’s search engine itself: after 25 years without changes to the search bar, this year the interface changed to accommodate more conversational and multimodal search methods. The spread of AI Mode, which enables interaction through conversations, reached one billion unique monthly users in less than a year. In this environment, one in six queries uses images or voice, opening up new gateways to shopping. Google Lens has also surpassed 25 billion visual searches per month.

What kinds of searches do consumers carry out?

Brainstorming and decision-making searches are growing above all, relating to the evaluation and comparison of alternatives, and increasing at a rate higher than 30% the average for other searches. These are queries that precede the choice of a product and help consumers define their needs. Planning and in-depth research are also increasing, concerning, for example, household budget management, ingredient analysis and the benefits of functional foods. Although they are still some way from choosing a specific product, these searches can represent an entry point towards purchase.

What trends emerge from Google Trends in relation to consumer queries?

A macrotrend is emerging that we have defined as the “value and wellbeing paradox”: consumers are looking for convenience and savings, but are willing to spend more on products they perceive as offering added value in terms of health and wellbeing. On the one hand, the search for smart savings through digital tools is growing: the query “supermarket offers app” is increasing by more than 60% year on year, while “cheapest supermarket” is recording growth of more than 5 thousand per cent. Searches relating to offers from “supermarkets near me” and grocery offers and coupons are also advancing by 20%. On the other hand, interest in a health-focused shopping basket is strengthening. Searches related to high-protein foods continue to grow: +400% for protein pasta, +600% for protein ice cream and +120% for protein bread. There is also greater attention to gut health, with searches for chia seeds +130% and acacia fibre +70%. Another area concerns clean label: consumers are examining ingredients more carefully and looking for tools to analyse them, such as scanning apps, or for information about ultra-processed foods. Searches for “ultra-processed foods”, for example, are growing by 90%. Finally, in personal care, skinification is gaining ground: the search for active ingredients typical of facial skincare, such as hyaluronic acid and niacinamide, in shampoos, conditioners and shower gels. Queries relating to hyaluronic acid shampoo are increasing by 70%.

Have you identified any other interesting trends?

Eco-functional home care, with growing interest in low-water solutions such as detergent sheets. Searches for alternative functional remedies for household cleaning, such as citric acid, are growing by 50%, while those for sodium percarbonate are surging. There is also continuing demand for solutions that simplify life in the kitchen, with the air fryer at the top of the list. Attention is also growing towards meal planning: queries about meal prep are increasing by 160%, and those about batch cooking, which makes it possible to prepare several dishes in a single session, by 200%. These are useful signals for industry and Gdo, because they can promptly guide the development of products, formulations, recipes and packaging, adapting them to consumers’ actual needs and the new uses they are seeking.

What does the value–wellbeing paradox tell us about today’s consumers?

There is no longer an average consumer, but an increasingly polarised audience. In some categories, the middle tier of the range may therefore be most exposed to risk, while products that focus on smart value or clearly recognisable added value are at an advantage, including in the composition of the shopping basket. Moreover, spending is no longer a simple transactional act, but reflects identity-based choices related to health, sustainability and the conscious management of financial resources over time. Consumption is thus taking on an increasingly value-driven dimension.

How is the advent of agentic AI set to transform the relationship between consumers, brands and Gdo retailers?

While predictive and generative AI proposed possible answers to people’s needs, AI agents are now beginning to support consumers throughout the entire purchasing journey. They help them analyse reviews, compare product features, check shelf availability in real time and, with their consent, complete transactions. This change further accelerates the shift from inspiration to purchase. In addition, the agent can help overcome two typical obstacles in the decision-making process: impulsive purchases, which consumers may regret, and excessive deliberation, which leads them to abandon the basket without completing the order. By supporting consumers in evaluating alternatives and facilitating the final decision, agentic AI can help reduce basket abandonment and accelerate conversion.

What opportunities are emerging for companies?

The first is the democratisation of visibility: in conversations with AI, emerging brands and lesser-known retailers can compete with established brands and major players. What makes the difference is not necessarily the advertising budget, but the ability to build a portfolio of digital assets capable of responding to consumers’ needs at the various stages of the purchasing journey. The second is matchmaking between brands and interested consumers. AI can facilitate the meeting and transaction without becoming a direct seller: the company retains control of first-party data, the customer relationship and logistics. Solutions such as the Universal Commerce Protocol, an open e-commerce standard that enables AI agents and systems to collaborate across the entire ecosystem, and the Universal Shopping Cart, an intelligent basket that can monitor promotions and product availability, facilitating purchase completion, are moving in this direction. Finally, AI is transforming strategic functions such as marketing, media and creativity. Companies can move from objectives linked to individual digital channels to concrete business objectives, such as sales and conversions, allowing AI to optimise and adapt the activities needed to achieve them.

Where should FMCG and Gdo companies start to integrate AI into their strategies and make full use of its potential?

The starting point is listening to consumers, through tools such as Google Trends, sentiment analysis and monitoring trends in text and video searches. Understanding needs, language and brand perception makes it possible to guide both medium- to long-term product strategies and short-term communication activities. The second step is to adopt a test-and-learn approach, experimenting with the available AI tools. With purchasing journeys becoming increasingly fluid, conversational and multimodal, it is no longer possible to manually predict every behaviour: we need to rely on solutions capable of interpreting consumer intent in real time and proposing the most relevant content. Measurement must also evolve: rather than simply reviewing past results, data should be used to make decisions and optimise investments in real time, for example in media budget allocation. It is also essential to build a strategic portfolio of diverse digital assets, from short, inspirational content to in-depth information about ingredients and tutorials, to cover the different ways in which content is consumed. Finally, AI requires organisational change: product development, marketing, media, creativity and measurement cannot operate in silos. To achieve tangible results, business functions must collaborate around shared objectives and KPIs.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.