Kantar’s Worldpanel is expanding its UK grocery coverage by 83% to include 55,000 households, making it the country’s largest and most representative continuous consumer panel.
The research group stated that the expansion, which will include five years of previous shopper behaviour data, will add greater visibility to shopper blind-spots by capturing three times more store visits, enhancing the read of traditionally hard-to-measure retailers such as discount stores, online platforms and convenience stores. “This marks a significant increase in behavioural representation across all grocery channels, providing clients with richer, more detailed insights into online and offline shopping trips by shoppers of all types,” Kantar said.
The company’s clients will begin benefitting from the enhancement in 2026.
Chris Morley, Managing Director for Worldpanel UKI, commented: “We are adding significant depth to our behavioural insights to ensure unparalleled understanding of real consumer decisions. This panel enhancement will bring even greater precision and granularity to our data, empowering our clients with a new level of clarity in the identification of growth opportunities.”
NAM Implications:
- In a low-demand world where any real growth will come at the expense of rivals…
- …any increase in sensitivity to change will help.
- An 83% increase in coverage will help even more.
- Over to you…
