Data expert says expansion will bring even greater visibility to shopper behaviour
Grocery market analyst Kantar is expanding its UK grocery panel by 83 per cent to cover 55,000 households, making it what it calls the “largest and most representative continuous consumer panel in the UK”.
Kantar said the expansion, which will include five years of previous shopper behaviour data, adds greater visibility to shopper blind spots by capturing three times more store visits, dramatically 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, the company explained, which will “provide clients with richer, more detailed insights into online and offline shopping trips by shoppers of all types.”
Chris Morley, managing director for Worldpanel UKI, said: “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.”
