Kantar Worldpanel expands measurement of OOH food consumption

The four new panels take the company’s total read of global out-of-home (OOH) markets to 10, including the UK, Spain, China, Indonesia, Portugal and the US. 

Across the 10 markets measured by Kantar Worldpanel, it was found that British shoppers buy OOH food and drinks most often, followed by consumers in Thailand, Spain, Mexico and China. OOH sales reached $70bn across all markets in the first nine months of 2016. 

“Our aim is to provide our clients with a complete understanding of consumers’ interaction with their brands, wherever they’re buying," said Josep Montserrat, chief executive of Kantar Worldpanel. "This means expanding our panel expertise to new countries and covering new types of consumption such as out-of-home.

"With this in-depth understanding of consumer behaviour we are perfectly positioned to support our clients’ decision-making and help drive their growth.”