NIQ doubles down on UK grocery shopping behaviour

NIQ, a leading consumer intelligence company, has doubled its UK Homescan sample to 30,000 households in a bid to better measure grocery shopper behaviour in supermarkets.

NIQ’s Consumer Panel Services (CPS) will use data from this expanded sample to track, diagnose and analyse shopping behaviour in supermarkets to understand how brands, retailers and categories perform, and identify the key drivers of behind that performance.

The Homescan panel expansion is now live in the UK market, with similar sample expansions going live in France, Italy Spain and Germany from the first quarter of 2025.

Karl Brady, consumer panel market leader at NIQ, said: “In our latest Homescan data we see ongoing fragmentation in shopping habits, including where and how we shop, what we buy and why we buy.

”Our latest data shows UK households shopping for groceries almost five times a week, and over 12 weeks visiting an average of eight different grocery retail stores, and shopping across as many as over 70 different categories. This shows the scale of the many ongoing challenges that our retail and manufacturer clients are constantly navigating.

Brady continues: “With this in mind, the importance of finding and winning shoppers to drive growth has never been greater – and doing this with the confidence of precision to tackle these challenges. At NIQ we are continuing to invest significantly in our retail and consumer proposition, and this latest upgrade to CPS helps ensure we continue to offer the strongest and most validated and reliable insights for our clients in the market.”

The panel expansion builds on NIQ’s commitment to deliver the ’Full View’, the world’s most complete and clear understanding of consumer buying behaviour, leveraging NIQ’s portfolio of data assets to deliver sophisticated and reliable insight into consumer behaviour and retail measurement.

NIQ has operations in more than 95 countries covering 97 per cent of GDP.