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This is a really good primer for anyone new to category data, well done people! There are so many ways to look at all of this data (I've spent 22 years doing just that!) ... a few other things that may help are the inherently different behaviours of people on consumer panels: they are more likely to buy on deal, pay attention to their prices they paid and (I believe) buy Own Label (discounter issues aside). You also need to watch the geographical coverage of all these data sources as Kantar is just GB but other data can include Northern Ireland.

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