Successful consumer panel enhancement in Brazil

The sample size has been increased by 40% to offer a more detailed insight into purchase patterns across the biggest Latin American economy

Kantar Worldpanel, leader in consumer behaviour knowledge, has completed the enhancement of its consumer panel in Brazil. The sample size has been increased by 40%, up to 11,300 households. Now Kantar Worldpanel interviewers record all households’ purchases through mobile technologies, allowing faster, more automated data collection and delivery for quicker decision-making.

The 3,100 additional shoppers on the panel allow Kantar Worldpanel to provide FMCG brands and retailers with more detailed insights into purchase patterns, especially in smaller cities, in the North/Northeast regions (Maranhão, Piauí, Ceará, Alagoas, Sergipe, Paraíba, Rio Grande do Norte, Pernambuco, Bahia) and in the states of Minas Gerais, Paraná and Santa Catarina.

The sample increase allows Kantar Worldpanel to perform a more in-depth analysis of its vast behavioural information bank to unveil new business opportunities for its clients. Increased precision, faster delivery and earlier anticipation of new launches’ performances in the market are also important benefits of the enhancement.

“The growth of the metropolitan regions and the countryside became essential in understanding shopping behaviour in the entire country,” explains Marcos Calliari, Managing Director of Kantar Worldpanel Brazil. “The enhanced panel also allows us to adapt our insights to the change in consumer profile. Smaller families with fewer children gained importance over time, as well as a longer life expectancy and higher household income.”

Josep Montserrat, CEO of Kantar Worldpanel, comments: “Consumer behaviour in Brazil is changing very quickly and local and global brands and retailers need to understand how to take advantage of the great opportunities behind these changes. This is the reason why Kantar Worldpanel chose to invest in Brazil, to enhance our panel and launch new services. This will allow us to provide greater and more actionable consumer and shopper insight to help our clients grow in these important markets.”

In addition to the consumer panel, Kantar Worldpanel Brazil has also increased the sample of its “Users & Shoppers” survey, the authoritative barometer of household spends across sectors in Brazil.