Abstract
This paper analyses consumers' awareness using the example of fast-moving consumer goods (FMCG). In this regard, two concepts are discussed in the theoretical part: premiumisation and eco-friendly products (EFPs). The empirical part utilises two methods for collecting primary data: semi-structured interviews with representatives of two companies and a questionnaire survey for end customers. Subsequently, consumers' awareness and purchasing habits have been examined based on a large international company's FMCG products, specifically for personal hygiene, cosmetics and detergents. Management in the FMCG sector has to focus on changing consumer habits. Marketers have to be aware of the desires, trends and demands of their customers.
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