Worldpanel
Worldpanel by Numerator operates the world's largest continuous consumer panels, providing behavioral analytics on real shopping and usage occasions across 65 markets, 50,000+ brands, and 15,000+ retailers to CPG/FMCG companies, retailers, and beauty, fashion, and tech brands via enterprise subscriptions.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount1,001–5,000
- GTM typeB2B
- OfferingSoftware
What Worldpanel does
Worldpanel by Numerator is a global consumer behavior analytics company that operates the world's largest, longest-running continuous consumer panels, tracking real shopping behavior across 65 markets, 1,000+ categories, 50,000+ brands, and 15,000+ retailers and channels. The company's proprietary panel methodology captures first-party data covering 76% of the global population — 563 billion brand choices, 4 million food and drink occasions annually, and 2.5 million food/drink occasions per the latest reported metrics — through in-home and out-of-home consumption tracking, online and offline channels, and survey-based motivation analytics. The product portfolio comprises core panels (Purchase, Usage, Beauty & Fashion, Tech & Entertainment, Out of Home, Baby, Fashion), add-on analytics modules (PanelVoice surveys, Behavioural Analytics predictive modelling, Marketing Effectiveness, Segmentation, Entertainment on Demand), and flagship thought-leadership reports including Brand Footprint, Who Cares? Who Does? Health and Sustainability, Omnichannel, and Demand Moments.
The company was formed in January 2025 through the merger of Numerator and Kantar Worldpanel and operates under the legal entity Kantar UK Limited (registered in England and Wales). It is headquartered in London with regional offices in Paris, Shanghai, São Paulo, and Dubai, and serves CPG/FMCG brands, grocery retailers, beauty brands, fashion brands, and technology/entertainment companies globally through a direct enterprise sales motion. Revenue is generated through B2B annual subscription contracts on a quote-based pricing model, with pricing not publicly disclosed. The company employs 3,300+ analysts and data scientists, and its data feeds into enterprise tools via scalable APIs alongside traditional analyst-delivered bespoke engagements.
Worldpanel firmographics
Firmographics- Name
- Worldpanel
- Legal name
- Kantar UK Limited
- Website
- https://worldpanelbynumerator.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Worldpanel by Numerator operates the world's largest continuous consumer panels, providing behavioral analytics on real shopping and usage occasions across 65 markets, 50,000+ brands, and 15,000+ retailers to CPG/FMCG companies, retailers, and beauty, fashion, and tech brands via enterprise subscriptions.
- Ownership category
- akta.pro rank
Where Worldpanel is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Worldpanel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Consumer Panel Data & Insights: Subscription-based access to consumer panel data, behavioral analytics, and market insights for brands and retailers. Provides continuous panels covering purchase behavior, usage occasions, and consumer attitudes across multiple markets and categories.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription plans for brands and retailers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Worldpanel product offering
Product offeringCore offering
Worldpanel by Numerator sells subscription-based access to the world's largest, longest-running continuous consumer and shopper panels, tracking real purchase behavior, usage occasions, and motivations across 65 markets and 1,000+ categories. Its offerings combine panel data (Purchase, Usage, Beauty & Fashion, Tech & Entertainment, Out of Home, Baby, Fashion) with behavioral analytics modules (PanelVoice, Behavioural Analytics, Marketing Effectiveness, Segmentation) and Entertainment on Demand tracking, delivered to CPG brands, retailers, beauty, fashion, and technology companies via direct enterprise sales, regional offices, and APIs.
Product overview
Worldpanel by Numerator is a global consumer behaviour analytics company operating the world's largest, longest-running shopper and consumer panels. The company offers a platform of panel-based solutions across multiple verticals including purchase tracking, usage occasions, out-of-home consumption, beauty, fashion, baby, and tech & entertainment. Core modules include Worldpanel Purchase (real shopping behaviour tracking), Worldpanel Usage (consumption pattern analysis), and specialized panels for Beauty & Fashion and Tech & Entertainment. The solution portfolio includes PanelVoice (survey-based motivation insights), Behavioural Analytics (predictive modelling), Marketing Effectiveness (ad impact measurement), and Segmentation. The company publishes flagship reports including Brand Footprint, Who Cares? Who Does? Health and Sustainability reports, Omnichannel, and Demand Moments. Entertainment on Demand (EoD) extends the offering to track video streaming and transactional entertainment spending.
Differentiator
Problem solved
Functional benefit
Products and services
- Worldpanel Purchase
Quantifiable outcome
- 563 billion brand choices tracked for understanding purchase behavior
- +2 more outcomes
Companies that use Worldpanel
Customer profileNamed customers3 records
Segments9 records
Ideal customer profiles4 records
Worldpanel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Worldpanel partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- NumeratorcoreNumerator and Kantar Worldpanel combined to form a new global consumer data company. The combined entity creates a powerful new view of global consumer trends, merging Worldpanel's panel expertise with Numerator's capabilities.
Scale indicators8 records
Recent moves6 records
Expansion highlights5 records
Worldpanel competitors and assessment
Company assessmentOthers
- Numerator: Numerator is now the parent operating company of Worldpanel following the January 2025 combination, but its pre-merger product set (first-party panel data, omnichannel attribution, ad effectiveness) makes it a directly related, formerly separable peer in the consumer data space.
Direct peers
- GfK: GfK operates consumer panels (notably in consumer durables and tech) and provides market intelligence to brands and retailers, making it a direct competitor in panel-based behavioral measurement, particularly in the Tech & Entertainment category.
- Circana: Circana (the merged IRI and The NPD Group) provides CPG and retail market measurement, including consumer panel data, point-of-sale analytics, and predictive insights — overlapping with Worldpanel's core purchase panel and CPG/FMCG customer base.
- NielsenIQ: NielsenIQ operates one of the largest global consumer panel networks and shopper behavior analytics businesses for CPG/FMCG brands and retailers, directly competing with Worldpanel across panel-based measurement, retail measurement services, and predictive analytics.
Broad incumbents
- Kantar: Kantar is the legacy parent of Worldpanel and continues to operate in adjacent brand and consumer insights categories (BrandZ, Worldpanel division was carved out and combined with Numerator); it remains a thematic peer in shopper/consumer insights.
- Mintel: Mintel provides syndicated consumer research, market intelligence, and product innovation insights to CPG brands and retailers, overlapping with Worldpanel's insight subscription offerings though not its panel-level behavioral data.
- Euromonitor International: Euromonitor publishes global market research and consumer trend data used by CPG, beauty, and fashion brands, competing for a portion of the same enterprise insights budget as Worldpanel though without continuous panel-based purchase data.
- Ipsos: Ipsos is a global market research and consumer insights firm with adjacent panel, brand, and shopper research offerings; it competes for enterprise insights budgets though it does not specialize exclusively in continuous CPG panels.
Emerging players
- Similarweb: Similarweb provides digital consumer behavior and market intelligence, increasingly competing with traditional panels for digital/omnichannel insights relevant to CPG, retail, and tech brand customers of Worldpanel.
- SPINS: SPINS provides retail measurement and consumer insights specialized in natural, organic, and specialty products, overlapping with Worldpanel's CPG/retail coverage but focused on a narrower product segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Worldpanel social profiles
Digital presenceWorldpanel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Worldpanel leadership team
Management profileNumber of profiles
Profiles10 records
Worldpanel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Worldpanel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Worldpanel
What does Worldpanel do?
Worldpanel by Numerator sells subscription-based access to the world's largest, longest-running continuous consumer and shopper panels, tracking real purchase behavior, usage occasions, and motivations across 65 markets and 1,000+ categories. Its offerings combine panel data (Purchase, Usage, Beauty & Fashion, Tech & Entertainment, Out of Home, Baby, Fashion) with behavioral analytics modules (PanelVoice, Behavioural Analytics, Marketing Effectiveness, Segmentation) and Entertainment on Demand tracking, delivered to CPG brands, retailers, beauty, fashion, and technology companies via direct enterprise sales, regional offices, and APIs.
Is Worldpanel a public or private company?
Worldpanel is a private company. It is classified as corporate owned and is currently operating.
When was Worldpanel founded?
Worldpanel was founded in -1. It employs 1,001 to 5,000 people.
Where is Worldpanel based?
Worldpanel is headquartered in London, United Kingdom, in the Europe region.
How does Worldpanel make money?
One revenue line is on record: consumer Panel Data & Insights.
Who are Worldpanel's main competitors?
Numerator is listed as an others. Direct peers are GfK, Circana and NielsenIQ. Broad incumbents are Kantar, Mintel, Euromonitor International and Ipsos. Emerging players are Similarweb and SPINS.
Does Worldpanel have an API?
Yes. Worldpanel offers robust, scalable APIs that integrate with enterprise tools and platforms. The main page states: 'Integrate seamlessly with enterprise tools via robust, scalable APIs' and 'Enable seamless API integrations across platforms and enterprise systems'. No specific API documentation URL, authentication method, rate limits, or versioning details are provided in the available source material.