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Kantar worldpanel

What is Kantar Data? – Kantar Worldpanel is a global expert in shoppers’ behaviour and is part of Kantar, one of the world’s largest insight, information and consultancy networks. Kantar, itself, is the data management division of WPP.

Operating in over 60 countries, either directly or through partners such as Europanel, Kantar Worldpanel manages consumer panels that span many sectors, including FMCG, personal care, telecoms, fashion, entertainment and petrol and these monitor shopper and usage patterns on a continuous basis to help clients adapt their strategies to how consumers actually behave.

Broadly, Panels deliver a complete picture of your consumer and shopper in terms of who is buying, what is being bought, who is consuming, where consumption is taking place and on what occasions. Most importantly, Kantar Worldpanel delivers valuable information which can help to address many burning questions, such as those shown below:

  • How important are families for my category?
  • Which demographic is driving category decline?
  • Which brand is the most successful in attracting new buyers?
  • Is my brand stronger in small baskets or in the main isle?
  • Which brands are attracting new buyers to the category?


MBM are able to support clients in mining the relevant data to tackle these questions and to gain as much as they can from their investment in Kantar data. Described, below, are 10 ways in which this can be achieved:



Purchase Panel – The Panel

  1. Understand the sample of panellists. In the UK, the panel is a statistically representative sample of 30,000 Households stratified by age, gender, region, number of children, pet ownership, residential status, lifestage, income/social class etc.


Purchase Panel – Data Collection

  1. Understand what data is being collected. In the UK, the 30,000 Households record the details of every purchase they make, including the price paid and the specific store they purchased from.


  1. Understand what data is NOT being collected. The data collected in this process is conducted only on Products brought back into the home. It does not cover HORECA purchases or ‘on the go’ purchasing.


Purchase Panel – The Market Dimension

  1. Understand what is being measured. KWP tracks EVERY purchase, from any store, brought into the home by the Panel of 30,000 Households. So, there are no Coverage gaps.


Purchase Panel – The Product Dimension


  1. For Products, as with any database, it is important that the content accurately reflects the category being measured. So, a subscriber to KWP needs to be completely clear of the Category definition and what it includes/excludes.


Purchase Panel – The Fact Dimension

  1. KWP Facts are fundamental to a Product’s performance with the commonest measurements being Penetration (the number of Households buying the product, and/or Category), Repeat rate (the extent to which a Household repeat purchases the product), Frequency of Purchase (how often does the Household buy the product and/or Category), and Weight of Purchase (how much does a Household spend on the product and/or Category). Additional metrics include ‘Trips’ (the number of Baskets containing the product) and Basket Incidence (% of FMCG baskets containing that brand/category in the considered time period).


Purchase Panel – The Time Dimension

  1. Understand why Panel numbers are used over longer timeframes than, say, EPOS data. KWP is typically reported over a 4 weekly or monthly timeframe because it is a sample and requires a greater quantity of data for robust output. 12 weeks and 52 weeks are also widely used timeframes, particularly for seasonal categories where 4 weekly, and weekly, variations can deliver swings in results.


Purchase Panel – Watchouts

  1. In terms of ‘watchouts’, subscribers should use caution when using Panels as this method is less robust when users wish to analyse low distributed products, such as NPD, which may be less likely to appear in a panellist’s shopping basket, or Impulse products, such as single cans of drinks and confectionery, which are less likely to be brought home, having been consumed away from home.



  1. In GB, Spain and Germany an Out of Home Panel is also available to subscribers for the tracking of products bought and consumed away from home. In GB, 7,500 individuals record purchases of meals, snacks and hot drinks for this service.


  1. The Usage Panel, of 4,000 Households, draws upon a subset of the main Purchase Panel who maintain a week long diary, 4 times of year, containing all the details of every food and drink occasion for every member of the Household. The insight from this information delivers answers to what was eaten, when, where, why, and by whom?


Andy Palmer

About Andy Palmer

Andy started at the coal face with eight years in food retailing. Prior to joining MBM he then spent five years in the supply base in positions of category analysis, category management and account management. He works as part of the team enabling suppliers to UK supermarkets to secure more profitable wins through people development. He specialises in Category Management Training and is a qualified HBDI practitioner.

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