Worldpanel | Real Households. Real Behaviour. Real Growth.

How to makes it real

Turning real behaviour into real opportunity

Diverse business team collaborating around a laptop in a modern office setting.

Real households

We go straight to the source — the world's largest, longest-running shopper and consumer panels — enabling you to reveal the ‘why’ behind every purchase, with a multidimensional view of real decisions, key moments, and untapped potential for actions that drive growth.

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Real behaviour

Every brand decision is a bet on what consumers will do next — and that bet is only as good as the data behind it. Too often, it's built on models, samples, or retailer data that only shows part of the picture.
Our 4,300+ people bring deep analytical expertise and on-the-ground market knowledge to every engagement — turning real, first-party data into clear, strategic action. We capture and analyse real purchase behaviour from 73% of the global population — 527.5 billion real brand choices — so you can challenge assumptions, spot early growth signals, and discover opportunities before they fully emerge.

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Real growth

Combining geographical scale with cutting-edge analytics and new methods, we give you the clarity, confidence, and strategic advantage you need to grow. Via the world's largest continuous panels in 65 markets (including partners), and expanded coverage, we give you the confidence to predict ROI and see what's next, making smarter, future-proof decisions that drive long-term business success.

Behaviour Unlocked

A clearer view of every moment, every decision

We go beyond what people buy to understand what they do—before, during, and after they shop. Our insight captures the full behavioural journey:

Purchase behaviour, on and offline, tracked continuously across categories and channels

Usage occasions, from meals and drinks to personal care and household needs

Out-of-home consumption, whether on-the-go, at work, or at the point of purchase

Motivations, uncovered through PanelVoice, showing what drives behaviour

A 360° view into consumer behaviour.

From what they buy to why they buy, across occasions, locations, and moments that matter.

A man walking with his coffee cup and phone out

Global consumer behaviour. Unmatched in scale.

130+

Continuous Panels

Capturing real, verified behaviour globally.

Markets Covered

Delivering a global view with regional depth and relevance.

2.5M

Food & Drink Occasions Annually

Revealing how, when, and what people consume.

552B

Brand Choices Tracked

Understanding what people buy, how often, and why they switch.

40,000+

Brands Measured

From global giants to local challengers.

500+

Categories Covered

Across FMCG, food, care, and household.

15,000+

Retailers & Channels

Tracking behaviour online and in-store.

150+

Continuous Panels

Capturing real, verified behaviour globally.

Markets Covered (including partners)

Delivering a global view with regional depth and relevance.

1.2M

Food & Drink Occasions Annually

Revealing how, when, and what people consume.

527.5B

Brand Choices Tracked

Understanding what people buy, how often, and why they switch.

108,000+

Brands Measured

From global giants to local challengers.

1,500+

Categories Covered

Across FMCG, food, care, and household.

10,000+

Retailers & Channels

Tracking behaviour online and in-store.

End-to-end solutions powered by behavioural insight—for clear, strategic brand growth.

A male helping a customer checkout their purchase

Get a complete, continuous view of what people buy and where. From everyday groceries to beauty, fashion, and tech, our purchase panels capture real shopping behaviour across 1,500+ categories and 65 markets (including partners).

Reveal Shopping behaviour with insights from 6B people
Measure real purchases from 10,000+ retailers and 108,000+ brands
Monitor omnichannel loyalty and trends across physical and digital retail
Integrate seamlessly with enterprise tools via robust, scalable APIs

Friends drinking beers on a brewery patio on a sunny afternoon

Understand how products are used in real life, beyond the point of purchase. We track millions of food, drink, personal care, and household usage occasions—giving you insight into consumption patterns, emerging routines, and white space opportunities.

Decode food and drink occasions across every snack, beverage, and meal—at home and on-the-go
Identify new growth territories by linking routines, motivations, and brand choices
Explore micro-moments to uncover emerging consumption trends and unmet needs
Close the loop from purchase to usage with occasion-based insights that drive innovation

Young women putting on makeup in the mirror

See how beauty and fashion behaviours evolve across demographics and channels. From skin and hair care to grooming and apparel, we capture personal routines, product interactions, and shopping choices—helping brands stay relevant in a fast-changing category.

Decode beauty routines and grooming habits to uncover shifting consumer needs
Track generational trends from Gen Z to boomers to inform targeting and innovation
Understand shopping behaviour across channels—online, in-store, and DTC
Align brand strategy with real-life usage, preferences, and style-driven decisions

Monitor how consumers adopt and use technology and digital entertainment. From smartphones to streaming, uncover purchasing and usage trends to understand what people choose, how they engage, and why preferences shift.

Track brand share, switching, and loyalty across key tech categories
Map full journeys for video and music subscriptions via longitudinal data
Analyse smartphone and OS performance across global markets
Understand drivers of tech adoption to inform product and marketing strategy
Enable seamless API integrations across platforms and enterprise systems

Friends looking at a menu together getting ready to order

Go beyond what people do to understand what they think. PanelVoice connects verified Worldpanel™ shoppers with survey insights—linking real purchase behaviour to the motivations, attitudes, and perceptions that drive consumer decisions.

Survey the same people behind your behavioural data
Link attitudes to actual purchases for sharper insights
Use verified, purchase-based samples—not claimed data
Uncover motivations to guide brand and product strategy

Make confident decisions before you go to market. Our advanced predictive tools and behavioural models simulate the real-world impact of new product launches, pricing strategies, and promotional plans—enabling you to reduce risk, optimise ROI, and move forward with clarity and confidence.

Link ad exposure to shopper behaviour to measure real impact
Predict future sales by testing range, pricing, and promotion strategies
Segment shoppers to find white space and validate innovations

Explore the latest thinking from our experts—featuring fresh data, category insights, and clear perspectives for a fast-moving consumer world.

REAL Households. REAL Behaviour. REAL Growth.

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Trusted by the world’s leading brands to shape the future of consumerand market growth

Unilever

"A highly responsive & collaborative team that understands our business and is always willing to go the extra mile to help us grow."

Head of CMI Africa
Unilever South Africa

Haleon

“I have a very positive experience, especially due to the consistency in data delivery, the reliability of the analyses, and the openness to dialogue whenever questions or adjustment needs arise. A standout point is the partnership with the account team, which is always available, committed, and demonstrates truly active listening. They play a fundamental role in our relationship with WP, clearly translating the business needs and ensuring high-quality and well-aligned deliverables. These factors make me prefer WP over other companies in the sector.”

Brand Manager
Haleon Brazil

Warburtons

“The level of detail was extremely impressive. The team picked apart each and every insight in a very granular way, really helping to build out our understanding of what matters to consumers and how this varies by different audiences.”

Senior Insights Manager
Warburtons United kingdom

Partner with the leaders in behavioural insight