Worldpanel by Numerator

Asia Pacific

Decoding shopper behaviour with

Woman with black hair and striped tote bag facing shelves of packaged foods in a grocery store.

About Us

Worldpanel by Numerator is the leading marketing research company, operating FMCG purchase panels in 11 Asian markets and providing insights to help brands grow. APAC is a diverse, fast-growing market with strong local brands and a broad mix of economies. Its unique traits and rapid growth offer both opportunities and challenges for businesses aiming to expand in this dynamic region.

Markets covered across APAC region

From North Asia to Southeast Asia to South Asia, offering a complete, region-wide view of consumer behaviour.

85%

GDP coverage

Our purchase panel cover 85% of GDP across the region.

200k

Household samples tracked

We track every single FMCG purchases with over 200K household samples across the APAC region.

Our coverage in APAC markets

Mother carrying baby in a front carrier while shopping and comparing products on store shelves.

North Asia

North Asia’s mature FMCG market is characterised by sophisticated digital channels and highly polarised demand. Premiumisation, health trends, and convenience drive value growth, particularly as e-commerce shapes commercial strategy. Success requires an agile, omni-channel approach to meet high consumer expectations across these mature economies, ensuring brands can cater for both premium segments and the relentless pursuit of convenience.

Markets: Mainland China, Taiwan, South Korea (coming soon)

Woman in a denim jacket reading product packaging in a grocery store aisle with a shopping cart containing a bag.

Southeast Asia

Southeast Asia shows resilience, balancing the deep penetration of traditional trade with the expansion of modern channels. Value is the primary consumer driver, leading shoppers to seek promotions and leverage fast-growing social and e-commerce platforms for better offers and swift delivery. Agility in distribution is crucial to reach highly price-sensitive, yet increasingly omni-channel, consumers across this fragmented and diverse region.

Markets: Indonesia, Malaysia, Thailand, Vietnam, Philippines (coming soon)

Smiling man in a light blue shirt holding an orange shopping basket with groceries in a supermarket aisle.

South Asia

The South Asia FMCG market is characterised by rapid, volume-led growth fuelled by urbanisation and rising incomes. Expansion into vast rural markets is a primary engine, driving the shift from unbranded to branded products. Digitalisation, especially in India, is accelerating e-commerce adoption and creating new pathways for brands to reach this massive, diverse consumer base efficiently.

Markets: India, Bangladesh, Sri Lanka (coming soon)

Our Panels and Solutions

Our Purchase Panel gives you a clear, verified view of how people shop and why their decisions change. In the APAC region, we operate purchase panels in 11 markets with over 200K household samples. We track real buying behaviour across categories and channels to help you see what’s driving growth, where loyalty shifts and which moments matter most.

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Our OOH (Out-of-home) Panel delivers continuous, high-frequency insight into out-of-home consumption. By combining detail on demographics, location, motivations and spend, we help brands and retailers refine pricing, packaging and placement strategies to capture share in this fast-changing space.

In the APAC region, we operate OOH panels in Mainland China, South Korea, Taiwan (individual IH + OOH), Indonesia, Thailand, and India.

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By uniting beauty purchase and usage insights, we uncover a deeper, more complete picture of the consumer. Brands gain precise visibility into what motivates shoppers—why they buy, how they choose their channels, who ultimately uses the products, and how.

In the APAC region, we operate Beauty Panels in Mainland China, South Korea, Taiwan, Indonesia, Thailand, and India (cosmetics). At the same time, in the other APAC markets, we track personal care products through our purchase panels.

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Our Baby Panel monitors the real decisions caregivers make across categories, channels and family needs. With detailed profiling of parents, households and routines, we help brands refine innovation, strengthen loyalty and grow in this sensitive, fast-changing market.

We operate Baby panels in Mainland China (0-6y), Taiwan (0-4y), Malaysia (0-3y), Thailand (0-4y), Vietnam (0-4y), and India (0-3y).

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Purchase data tells you what happened. PanelVoice shows you why. By hearing directly from verified buyers, you can connect real attitudes to real behaviour and reveal the motivations behind growth, decline or shifting loyalty.

Because people often can’t recall what they bought - or notice when their habits change - we ground every response in verified trips, right down to SKU level. This gives you a clearer view of the factors influencing choice, and the confidence to size opportunities, validate strategies and guide decisions.

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Businessman in suit presenting data with charts on a screen to colleagues in a modern office.

Behavioural analytics reveals the patterns that truly drive brand growth. By analysing disaggregated, longitudinal data, we show how people actually shop across brands, categories and channels, and turn those behaviours into clear strategies for penetration, pricing, promotion and innovation.

This evidence strengthens every trade conversation, helping you demonstrate your brand’s value with confidence and negotiate from a position of strength. It also clarifies your growth potential by showing exactly where new shoppers will come from and how to reach them.

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Latest News & Insights

中国快速消费品市场平稳前行，心智与效率之争再升级

Local Brands Now Dominate APAC FMCG Markets, Holding 79% of Value Share

Shopper Digest: Unlocking Growth along the Journey

Ready to grow your brand in the APAC region?

Contact Worldpanel by Numerator's expert today to explore behavioural data and market insights, and decode brand growth.

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