Larger, More Representative UK Sample for Worldpanel

Worldpanel has launched its enhanced shopper panel in the UK, jumping from 30,000 to 55,000 households, and capturing three times more store visits, including smaller trips and spending beyond the major supermarkets. This includes around five times more data on shopping at Amazon and Costco.

The former Kantar division, now a part of giant spin-off company Numerator, already operates GB's largest shopper panel. The enhanced offering not only represents 83% more households and tracks buying across 50% more categories than before, but presents 'a truer reflection of Britain's shoppers,' shifting from a picture focused on the major supermarkets to one including 'bargain-store' trips, symbol and independent trips, and the likes of Amazon and Costco. The company says this increases its ability to spot 'which shoppers and occasions are driving a category, and which are being missed.'

'The question every retailer and brand should be asking is whether their understanding of Britain's shoppers has evolved as quickly as Britain itself,' states UKI Executive MD Clare Harding (pictured). 'For many, the answer is no. The average household that underpins so many decisions is becoming increasingly irrelevant in a market defined by diversity, complexity and rapid change. Our Enhanced Panel provides a richer, more representative view of how people really live and shop, revealing the differences that drive growth rather than masking them behind averages.'

Andrew Walker, Director of Client Services says the company is now 'observing far more behaviour and inferring far less.' He comments: 'The trips that used to slip between the cracks - the quick top-up, the discounter run, the online order - are now part of the picture, and they're exactly where a lot of the growth is happening. For our clients, that means being able to read a shopper group or an occasion on its own terms rather than as a slice of a national total, and to see a trend forming while there's still time to act on it.'

The upgrade is part of a wider global programme of panel enhancement, which will also give UK clients use of Worldpanel Answers, an AI-powered assistant within MyWorldpanel helping users to find meaningful insights, make confident decisions and identify opportunities for growth.

Worldpanel by Numerator provides data representing nearly 6 billion consumers in 50+ markets, and employs around 3,300 people worldwide.