Shopper Digest: Cracking the Code

Not all shoppers are the same — and neither are the places they shop. A shopper’s choice of retailer is often influenced by income, culture, and socioeconomic status. Yet, when manufacturers plan their Below-The-Line (BTL) strategies — such as promotions or shelf layouts — many still rely on broad, channel-level analysis: Hypermarkets, Supermarkets, Convenience Stores, Pharmacies, Traditional Trade, and so on.

With Supermarkets being the largest channel in the FMCG market, the key question is: Are all Supermarkets the same?

The Short Answer? Not Even Close.

Even within Peninsular Malaysia, “Supermarkets” span a diverse spectrum — from large retail chains to independent grocers and premium outlets. Each of these formats attracts a different shopper profile, and understanding these nuances is key to unlocking smarter, more effective strategies for product listings and BTL execution.

That’s where our shopper panel data comes in.

We track actual shopper purchases down to the individual retailer — across every touchpoint where consumers buy FMCG products: supermarkets, e-commerce platforms, flat-price stores, pharmacies, and even hardware shops. This level of granularity allows brands to go far beyond merely ranking the top 10 retailers by category — and start making truly data-driven decisions.

Case Study: When Shopper Behaviour Shifts, Retailer Choice Matters

2024 was a challenging year for many FMCG brands, especially multinational manufacturers impacted by both consumer boycotts and growing affordability pressures. As shoppers traded down or opted for smaller pack sizes to manage costs, categories like personal care felt the squeeze.

Consider Brand A, the market leader in personal care, traditionally strong among Chinese consumers. Their strategy had focused on encouraging loyal repeat shoppers to purchase more — primarily through larger packs and bundle deals distributed via Hypermarkets and Supermarkets.

Recently, however, a shift has emerged: smaller packs are gaining traction, particularly among Malay shoppers. This presents a valuable opportunity — and they must act quickly. But where should these cost-conscious, smaller-sized SKUs be placed?
 

By mapping personal care retailers against volume share by ethnic group and household income, Brand A identified which retailers skew towards Malay and lower-income shoppers — in this case, those in the lower-right quadrant of the chart. This insight enabled them to strategically place smaller packs where they are most likely to resonate.

Meanwhile, they discovered something unexpected: Pharmacies M and N — previously assumed to be premium-focused — actually attract a more mass-market shopper base than anticipated. This insight prompted a reassessment of their product listings and opened the door to introducing more affordable SKUs in those outlets.

Why Retailer-Level Shopper Data Changes the Game

1. Precision Targeting at the Retailer Level

Understanding each retailer’s unique demographic profile empowers brands to tailor messaging, assortments, and promotions.

2. Smarter Retailer Collaboration & Distribution Strategy

When brands can identify which retailers over-index among certain income or ethnic groups, they can forge more strategic partnerships, refine pricing, and optimise trade marketing to reflect real shopper behaviour.

3. Inclusive, Culturally Relevant Brand Building

Retailer-level insights reveal hidden shopper behaviour patterns that traditional data may overlook — helping brands craft more inclusive campaigns and products that truly resonate with diverse communities.

At the Worldpanel Division, we consistently track shopper baskets on a 4-weekly basis to understand their choice of category, variant, channel, retailer, pack size, and more. This allows you to monitor category and brand trends over time — helping you shape a more effective retail strategy.

Source: P6 2024 database, Worldpanel Malaysia