Kantar Worldpanel launches Out of Home panel in China

With the increasing mobility of Chinese consumers, the panel will reveal new insight on real consumer behaviour.

Kantar Worldpanel, the global leader in consumer panel insights, today announces the launch of the new Out of Home Panel in China to track purchase and consumption of snacks and beverages outside of the home. With the increasing mobility of Chinese consumers, the panel will reveal new insight on real consumer behaviour and will quantify the opportunities for local and global brands aiming to develop the out of home market.

In Kantar Worldpanel’s Out of Home Panel, all details on actual consumer decisions are captured through smartphones, which allow 4,000 urban consumers to provide immediate and accurate information of every single purchase, including the exact product they consumed, where, when and why.

Jason Yu, General Manager of Kantar Worldpanel China, said: “we are pleased to see the launch of the Out of Home Panel service in China. With this new tool, we will be able to help our clients, both globally and locally, to better understanding this growing market and find new opportunities for their future growth.’’

“The launch of the Out of Home Panel in China is part of Kantar Worldpanel’s strategy of developing innovative solutions to unlock new opportunities for brands to grow. Other Out of Home Panels are already available in Spain and Indonesia, and will be followed by the UK, and more markets before the end of this year”, said Maria Josep Martínez-Abarca, Global Project Director Out of Home & Usage Food.

Kantar Worldpanel is also enhancing its core FMCG consumer panels offer. It recently launched panels in Nigeria, Kenya, Ghana and Egypt, a new partnership with Kantar’s company IMRB International in India and several panel enhancements, most recently in South Korea through expanded samples and smartphone based methodologies.