Retailers now have vast amounts of consumer data at their disposal, and efforts are being made by leading grocers to make much greater use of it—for the benefit of consumers, themselves, and their partners. But as this trend accelerates, and as consumers become more data-savvy, important questions such as how customers feel about their data being used and what types of services would consumers be willing to share their data for, are starting to emerge.

Deloitte and Ahold Delhaize set out the findings from an online survey across 15 countries and 15,000 respondents into European attitudes on the use of consumer data by organizations and grocery retailers in particular.