Kantar Worldpanel Expands to Dominican Republic

Kantar has expanded its Worldpanel Central America (CAM) consumer panel to cover the Dominican Republic. The newly enlarged panel measures consumer behaviour across 63% more households in the CariCAM (Caribbean and Central American) region.

The Worldpanel division measures and advises on consumer and shopper behaviour, offering insight-based consulting on clients' marketing and business strategies. The Dominican Republic joins Guatemala, El Salvador, Costa Rica and Panama.

The overall CAM sample has increased from 3,800 to 6,200 households. Coverage encompasses 66% of the Dominican Republic's population and reaches 89% of the country's urban areas, which includes cities with more than 15,000 inhabitants. The sample will be monitored every fifteen days, measuring around 100 FMCG categories, and coverage captures information from all shopping channels - both Modern Trade (73%), which includes large chains, and Traditional Trade (52%), such as colmado and colmadón.

Guillaume Bacuvier, Global CEO of Kantar's Worldpanel division, comments 'By creating a new region and enhancing the consumer panel, we're able to offer greater granularity of information, and go deeper into each shopping channel to build a 360 degree understanding of consumption habits. This will give brands and manufacturers the detail they need to make the best decisions, and become even more agile in their reaction to changes in their shoppers and competitors in the market'.

Web site: www.kantar.com .