The FMCG (Fast-Moving Consumer Goods) industry relies on shopper data for distribution, pricing, promotions, and product assortment decisions. However, consumer behaviour is fragmented, and traditional household panels typically use small sample sizes (4,000 to 20,000 panellists) that are adjusted for the national population.
These issues, along with slow data cycles and limited SKU coverage, hinder manufacturers and retailers from accessing the timely purchase data they need to compete in the European retail market. Here’s where Spanish company Algori aims to bridge the gap.
Today, Madrid-headquartered Algori, the purchase and behavioural data platform built for the FMCG industry, announced that it has secured €3.6 million in additional growth capital. The round attracted new investors, including Red Bull Ventures, Tech Transfer Agrifood (Clave Capital), Co-Invest Capital, AttaPoll, and Firstpick.
Existing investors, including Shilling, Flashpoint, and Change Ventures, also participated in the round. This round brings Algori’s total funding to €7.5 million.
The company’s investor base also includes Jared Schrieber, co-founder of InfoScout and former Numerator board member, who led Numerator to its $1.5 billion acquisition by Kantar.
Helping FMCG brands and retailers improve sales
Led by Andrius Juozapaitis, Algori helps FMCG brands and retailers improve distribution, sales and marketing. The company provides near-real-time, stock-keeping unit (SKU)- level basket data from the largest panel sample of 45,000 weekly shoppers in Spain. The receipts are processed through Algori’s proprietary AI classification engine, which interprets and structures each item at the individual product-code level.
This AI-led approach delivers high-granularity, SKU-level insights by retailer, category and shopper group, without relying on retailer integrations and at a speed unmatched by traditional panels. With this, Algori can provide near-real-time visibility into shopper behaviour, and companies receive this updated data just 4 days after the month- or quarter-end.
Andrius Juozapaitis, co-founder and CEO of Algori, says, “The shopper panel industry is undergoing a structural shift. Manufacturers and retailers want more granular data delivered faster, but traditional panels simply cannot provide it at the depth required. Our approach diverges by combining artificial intelligence technology, scale, and data recency.”
The company’s dataset offers in-depth insights into complete shopping baskets, pricing changes across stores, customer shopping habits, and retail patterns.
Unlike Kantar, NielsenIQ Omnishopper, or Receiptor AI, Algori uses AI to provide detailed information at the individual product level (SKU) for a broader range of products and manufacturers. These quick, clear insights help manufacturers and retailers understand how categories perform, where shoppers are leaving, what items are in shoppers’ baskets, and how pricing and product selection affect sales.
Currently, Algori operates with an 18-person lean team.
What’s next?
The funding will help the Spanish company expand into Europe and Latin America. It will also enhance its shopper panel capabilities and accelerate the development of new AI insights solutions better to meet the needs of FMCG manufacturers and retailers.
European expansion plans will begin with multiple markets, such as Poland, Germany and France, with Latin America to follow.
Pedro de Alava, Fund Manager at Tech Transfer Agrifood (Clave Capital), says, “Algori’s technology provides a more advanced way to capture shopper behaviour, which results in faster and more granular visibility across categories. This level of insight helps the industry and retailers organise new launches and monitor sales. It is a high-performing team that combines experience and expertise from both brand and market intelligence.”
Ricardo Jacinto, Partner at Shilling Capital (the VC arm of Draycott), says: “Algori has been ahead of the curve for some time in FMCG data. Their panel combines modern technology with a lean and cost-effective model, while delivering the most granular, flexible and transparent insights in the market. We have been following their journey closely, and it is clear to us that the FMCG industry will increasingly choose this type of solution.”
