Decoding shopper behaviour with

Worldpanel by Numerator

in South Korea

A happy family of four, including a woman, man, child, and older woman, shopping together in a supermarket aisle filled with packaged snacks and groceries.

About Us

Worldpanel by Numerator South Korea helps brands and retailers understand how Korean consumers really shop and what drives their purchase decisions.

Through our nationally representative panel of 8,000 households, we continuously track actual purchases across FMCG categories, brands, retailers, and shopping channels. This gives our clients a clear view of who is buying, what they are buying, where they shop, and how their behaviour is changing.

By combining real consumer purchase data with advanced analytics and deep market expertise, we help businesses identify growth opportunities, attract more buyers, strengthen their position in the market, and make better decisions for sustainable growth.

Panels and Solutions

An Asian family of two men and a young girl sitting around a wooden table enjoying a meal together, with bowls of rice, soup, and various side dishes in a bright dining room with plants and a large window.

Our Household Panel continuously tracks the actual FMCG purchases of 8,000 nationally representative households across South Korea. By following the same households over time, we provide a clear view of what consumers buy, where they shop, how often they purchase, and how their choices change across brands and channels.

Our insights help brands understand what is driving growth or decline, identify opportunities to attract new buyers, track loyalty and brand switching, and understand changing retail and e-commerce behaviour. This enables better decisions across brand, marketing, sales, and retail strategy.

A young woman and man shopping together in a grocery store aisle, both smiling as the woman holds a bag of fresh leafy greens over a shopping cart filled with various groceries including fruits, vegetables, eggs, milk, and packaged goods.

Our Out-of-Home Panel captures how consumers purchase and consume products beyond the home, providing a deeper understanding of the occasions, locations, and needs that shape individual choices.

By continuously tracking what people buy, where and when they buy it, and how out-of-home behaviour changes over time, we help brands understand evolving consumption occasions, identify growth opportunities across channels, and see how their performance compares with competitors. These insights support smarter decisions in targeting, innovation, channel strategy, and marketing activation.

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Smiling woman in a yellow sweater shopping for skincare products on store shelves, holding a beige shopping basket with various items inside.

Our Beauty Panel continuously tracks the actual purchasing behaviour of 11,000 women aged 15 to 69 across South Korea, providing an in-depth view of the fast-changing beauty and personal care market.

By following individual consumers over time, we reveal who buys which brands and products, where they shop, how frequently they purchase, and how their choices evolve across online and offline channels. Our insights help beauty brands understand changing consumer needs, track brand switching and loyalty, identify emerging shopper segments, and uncover new opportunities for buyer and brand growth.

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Young man in a gray hoodie smiling as he holds a card to pay at a store checkout counter with skincare products and detergent on the conveyor belt.

PanelVoice connects what consumers actually buy with what they think, need and feel. By surveying the same consumers whose purchasing behaviour we continuously track, brands can go beyond knowing what happened to understand why it happened.

Linking real purchase behaviour with attitudes and motivations helps brands understand the drivers behind growth, decline and brand switching, identify unmet needs, and make more informed decisions across brand, innovation and marketing strategy.

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