Worldpanel by Numerator has rolled out a broader shoppers’ panel, which it said would give brands better visibility of their performance in a greater number of channels.
Its longstanding methodology has seen 30,000 consumers scan the barcode of all take-home groceries. In its new enhanced panel this will now be supplemented by data from an additional 25,000 panellists who will scan or upload their receipts.
“The enhanced panel helps us get a better demographic balance including younger people, and it also captures a broader range of trips because it’s much lighter in terms of the demand on the person. They just send one image, and the task is complete.
“We’ve not only grown the sample to 55,000, but we’re also able to provide a much more complete view of all the different ways that an individual would shop,” Andrew Walker, director of client services, told The Grocer.
Worldpanel said the change would enable it to capture three-times as many store visits with greater coverage beyond the major supermarkets including symbol and independent retailers, bargain stores, Amazon and Costco.
“We’re observing far more behaviour and inferring far less. 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,” Walker said.
The latest Worldpanel figures showed that market growth over the four weeks to 12 October had slowed to just 1%, the lowest since April, with grocery price inflation rising to 2.5%.
“We believe we’re in a better place than ever to help clients grow in an environment where market growth is reduced to one per cent,” Walker added. “Whether you want to dig into more detail on how you could win in the big established retailers, or whether you’re looking for opportunities in places where you might not play significantly today, we have a much stronger read.”
Walker confirmed the change will not affect its monthly grocery market share release, which measures growth and market share within a defined predefined group of retailers. But while Amazon and Costco won’t feature on that report, they will be visible in broader commercial data sets with less weighting and inference for under-represented demographics.
Nor will greater coverage of convenience shops change its classification of at-home grocery purchases. A bottle of wine and box of chocolates purchased at a convenience store on the way to a party remains excluded. But if they are bought in advance, brought home, and then consumed out of the home, they will be included in Worldpanel’s grocery data.
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