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.
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