Kantar Worldpanel - www.kantarworldpanel.com

Understanding the consumer, the occasion and the product

Kantar Worldpanel Alcohol provides a truly holistic view of the alcohol industry and our tracking of consumers and how they interact with the GB Alcohol market goes back to the early 1970's.

This view is derived from our three main services, the main Kantar Worldpanel purchase panel consisting of 30,000 demographically representative households in GB, our Worldpanel Alcovision service which measures consumers and their consumption habits and Alcoshop, a unique service, which allows us to link shoppers’ off trade Alcohol purchasing to the decisions affecting their purchasing.

The main Kantar Worldpanel purchase panel allows us to understand the purchase behaviour of households in the Alcohol market. Data is collected through our 30,000 panellists who scan their grocery purchases on their return from a shopping trip. This allows us to track key trends in the market as well as the drivers of those trends, demographics and much more.

Alcovision is the only service of its type within Europe & North America and blends expertise in how consumers interact with alcohol with our fundamental belief that what drives consumer choice of drink is the occasion. Alcovision is a continuous online survey of 30,000 demographically representative respondents per year selected from our Lightspeed panel, a managed access panel provided by our sister Kantar Company. Our service affords us the ability to understand the consumer, the occasion and the product – effectively, who drinks what, where, when and why over the past 7 days within the alcohol market either in or out of the home.

“Our team at Kantar work hard to build a joint relationship with us and we believe that this relationship is beneficial for both sides; in growing our business and furthering their understanding and insights into the alcohol category, in particular cider. Their feedback and level of service to us is first class and we can point to a number of pieces of work that the team have assisted us with that have gained us business.”

Chris Milton, Sales Director, Thatchers Cider

Get in touch

Kevan Mulcahey
Business Unit Director - Alcohol

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