Today, Worldpanel by Numerator – the UK’s leading shopper insights provider – announces the launch of its Enhanced Panel. By combining more data sources and expanding GB’s largest shopper panel, it now captures more households, more trips, more missions and more behaviours than ever before, creating a richer, more representative view of modern Britain.
Britain is changing shape, and so is the way it shops. As households, demographics and shopping journeys grow more complex, separating signal from noise, and pinpointing where growth lies, has never been more critical. The Enhanced Panel builds on Worldpanel’s continued investment in innovation, anticipating how British lives and habits are evolving so brands and retailers can respond with confidence.
Clare Harding, UKI executive managing director at Worldpanel by Numerator, commented: “The question every retailer and brand should be asking is whether their understanding of Britain’s shoppers has evolved as quickly as Britain itself. For many, the answer is no. The average household that underpins so many decisions is becoming increasingly irrelevant in a market defined by diversity, complexity and rapid change. Our Enhanced Panel provides a richer, more representative view of how people really live and shop, revealing the differences that drive growth rather than masking them behind averages. That insight gives our clients the confidence to make better decisions and act with greater certainty.”
The result is a panel that is broader, truer and sharper than before.
A broader view of the market. The panel has grown from approximately 30,000 to 55,000 households, an 83% increase, and captures 3x more store visits, including smaller trips and spending beyond the major supermarkets.
A truer reflection of Britain’s shoppers. 1.8x more households are now represented, from the youngest to the oldest and the smallest to the largest trips, with more behaviour captured per shopper, not simply more shoppers, across 1.5 more categories. Decisions can be built on the households retailers and brands actually serve today.
A sharper lens on where growth is coming from. The panel now records 3.5x more bargain-store trips, 3.6x more symbol and independent trips and 4.9x more Amazon and Costco trips. That detail shows which shoppers and occasions are driving a category, and which are being missed.
Andrew Walker, director of client services at Worldpanel by Numerator, commented: “The real shift is that 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.”
The Enhanced Panel is part of Worldpanel’s continued investment in the scale, precision and flexibility of its panels, and sits within a wider global programme of panel enhancement. As part of this, UK clients will benefit from Worldpanel Answers, an AI-powered assistant within MyWorldpanel that combines AI with the depth of Worldpanel consumer data to help teams find meaningful insights, make confident decisions and identify opportunities for growth.
