Madrid-based Algori, a purchase and
behavioural data platform for the FMCG industry, has raised an additional €3.6
million in growth capital, bringing the company’s total funding to €7.5
million.
The round brought in new investors, including Red Bull Ventures, Tech
Transfer Agrifood (Clave Capital), Co-Invest Capital, AttaPoll, and Firstpick,
alongside continued support from existing backers Shilling, Flashpoint, and
Change Ventures. The company’s investor base also includes industry veteran
Jared Schrieber, co-founder of InfoScout and former Numerator board member.
The FMCG industry relies on detailed
shopper data to inform decisions on distribution, pricing, promotions,
assortment, innovation, and category strategy. However, consumer behaviour is
fragmented across channels, and traditional household panels still depend on
relatively small samples of 4,000 to 20,000 active panellists that are then
extrapolated to represent an entire national population.
These constraints, combined with slow
data cycles and limited SKU coverage, mean that manufacturers and retailers
often lack the reliable, timely purchase data needed to defend or grow shelf
space in an increasingly concentrated European retail market.
Algori addresses this challenge by
collecting purchase data directly from shopper receipts, both physical and
digital, submitted via its consumer apps. These receipts are processed by
Algori’s proprietary AI-based classification engine, which interprets and
structures each item at the individual product-code (SKU) level. This approach
provides high-granularity insights by retailer, category, and shopper segment,
without requiring retailer integrations and at a speed that exceeds traditional
panels.
Algori’s dataset offers detailed
visibility into full shopping baskets, store-level pricing changes, purchase
missions, and retailer format-level patterns. Unlike traditional panels, which
often lack the granularity to go beyond leading brands, Algori uses AI to
generate insights across a wider range of products and manufacturers.
In practice, this fast and detailed
view supports manufacturers and retailers in analysing category performance,
shopper leakage, basket composition, and the impact of pricing and assortment
decisions.
Andrius Juozapaitis, co-founder and
CEO of Algori, noted that the shopper panel industry is experiencing a
fundamental transformation, as manufacturers and retailers increasingly expect
faster delivery of more detailed data, something traditional panels are not
equipped to provide at the necessary level of depth. He explains:
Our approach diverges by
combining artificial intelligence technology, scale, and data recency. Outside
of VC funds, we’re now backed by FMCG companies intent on solving their own
data challenges. It’s an enormous endorsement from within the industry, and
proof FMCG stakeholders understand the value of the most granular,
high-frequency purchase insights platform for Europe and beyond.
The new funding will support Algori’s planned
expansion into multiple European markets, including Poland, Germany, and
France, followed by Latin America.
It will also enhance the company’s shopper
panel capabilities through broader purchase and behavioural data collection and
accelerate the development of new AI-enabled insight solutions to better meet
the evolving needs of FMCG manufacturers and retailers.