Decoding shopper behaviour with

Worldpanel de Numerator

in China

Decoding shopper behaviour with Worldpanel

In the China market, Worldpanel operates as part of CTR, delivering syndicated, continuous consumer research that measures real purchasing and consumption behaviour. We decode shopper decision-making to provide precise behavioural insight for local and international brands and retailers. With coverage across 65 markets worldwide and reach spanning nearly 6 billion consumers, Worldpanel offers a multi-dimensional view of what people see, think, buy, and use, turning data into a competitive advantage that supports confident decisions and sustainable growth.

Panels and Solutions

Man with a backpack holding a smartphone and pushing a shopping cart in a grocery store aisle.

Worldpanel’s Purchase Panel covers 62,000 urban households across Tier 1 to Tier 6 cities, representing 273 million urban households nationwide. Using an omnichannel, continuous approach, it tracks complete in home FMCG purchasing behaviour across more than 100 categories and 50,000 brands. The panel captures who buys, when, where, what, how often, and whether purchases are promotional, across all major retail, e-commerce, and emerging channels, delivering a robust view of urban consumption.

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Smiling woman and child enjoying a meal together at a table with bowls of food.

Our Out of Home Panel uses smartphone technology to continuously track purchase and usage behaviour of consumers across Tier 1 to Tier 5 cities. It captures what is bought, why, where, and how products are consumed across snacks and beverages, from retail to impulse channels such as restaurants, vending machines, and petrol stations. This provides a clear view of out of home consumption patterns and highlights key opportunities for growth.

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Woman in a light blue dress smiling as she selects a product from a shelf in a store while holding a shopping basket.

The Beauty Purchase Panel covers 57,000 consumers across Tier 1 to Tier 5 cities, delivering deep insight into personal care purchasing and usage behaviour by age and gender. Using real time smartphone tracking, diaries, and questionnaires, it captures skincare routines, shopping baskets, media exposure, and decision making. This enables detailed understanding of who buys, when, where, why, and how, helping brands track trends and shifting behaviours with precision.

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Mother holding her toddler in a carrier while shopping and examining products on a store shelf.

The Baby and Kid Panel tracks 9,000 urban households with children under six, projecting a representative view of the infant and child market across Tier 1 to Tier 5 cities. It monitors purchasing behaviour across all major channels and key baby categories including formula, baby food, diapers, wipes, and skincare. This continuous insight helps brands understand channel dynamics, consumption trends, and evolving needs across early life stages.

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Smiling woman wearing glasses and a blue jacket holding two red apples in a grocery store produce section.

The Fresh Food Panel continuously monitors purchasing behaviour of 20,000 urban households across Tier 1 to Tier 5 cities. By analysing fresh food shopping baskets, it captures market dynamics across vegetables, fruit, seafood, meat, eggs, and bean products. Coverage spans modern retail, e-commerce, on demand platforms, open markets, and specialist stores, providing a detailed and representative view of fresh food consumption and channel shifts.

Woman with a striped tote bag standing and looking at refrigerated shelves in a grocery store.

Behavioural analytics uncovers the patterns that drive real brand growth. By analysing granular, longitudinal data across brands, categories, and channels, it shows how people actually shop and where growth will come from. These insights inform strategies for penetration, pricing, promotion, and innovation, strengthen trade conversations, and help brands demonstrate value with confidence while identifying new shoppers and opportunities to win.

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Últimas noticias y perspectivas

中国快速消费品市场平稳前行，心智与效率之争再升级

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China's FMCG sector settles into low growth reality

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零售快报 | 一季度快速消费品市场开局良好，各零售商聚焦消费者细分需求以破局突围

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Contacte con nosotros

Get in touch with our team in China

Worldpanel Beijing 
No. 5 Dewai Avenue 
Xicheng District, Beijing 100088 
China

Tel:  +86 10 8201 5388 
+86 10 6236 2416

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