How do you track shifting brand loyalty in FMCG right now?

Honestly, panel data from NielsenIQ or Kantar is still the backbone for tracking switching — their loyalty metrics have gotten pretty granular post-2022. We've also been layering in monthly pulse surveys (small, ~200 respondents) to catch attitudinal shifts before they show up in purchase data. The lag between mindset change and actual basket switch is shorter now, so higher survey cadence has been worth the cost.