Decode the Kantar Market Data Panel
The Kantar consumer panel data can be confusing. Below is an overview of the basic measures used within Kantar market data.
A list of this nature could be endless because there are so many measures and more seem to arrive each day! Here are the most common five and often most misunderstood measures used in the Kantar market data.
#1: Penetration – Percentage of shoppers buying
The percentage of GB households purchasing in the chose category at least once in that time period. For example, your penetration might be 21%. This means that 21% of the GB households have purchased at least once in the chosen time period, which is normally 4, 12, or 52 weeks.
#2: Frequency – How often they bought
The average number of occasions that the chosen category was purchased by a market buyer in that time period. For example, your frequency might be 4.5. This means that your category of buyers bought that product four and a half times in the chosen period, which is normally 12 months. Chips are probably bought once per month, so have a frequency of 12 and mangoes are probably bought 4 times per year, so they have a frequency of 4.
#3: Average Weight of Purchase or A.W.P – Average amount bought shown in the Kantar market data
The average amount bought by each household which purchased the product in that time period. This can be expressed in terms of Spend (Expenditure), Volume (Kgs) or Units (Packs). For example, the AWP might be £2.10 for oranges, meaning that the sopper bought £2.10 worth of oranges each time they shopped. If the average price for a pack of oranges is £1.05, then they are buying two packs on each shopping trip.
#4: Trip Spend (£) or Trip Volume (Kg) or Trip Packs – Amount spent /volume per trip
The average sterling value per transaction or the average purchase weight per transaction. For example, you might have a statistic of 1.7 packs from the Kantar market data. This means that the shopper bought just under two packs on their shopping trip.
#5: Loyalty – %age or £ to a retailer vs. the others
The proportion of category spend Retailer A’s customers spend in Retailer A. Can be either a value or a percentage.
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