Kantar Worldpanel expands to UAE
The company is using a mobile-based application and is part of its expansion into the Middle East and African markets. The UAE panel adds to its already existing ones in Saudi Arabia, Egypt, Nigeria, Kenya, Ghana, Ivory Coast and Senegal.
The UAE is the second largest Arab economy after Saudi Arabia and this panel will cover the key emirates of Abu Dhabi, Dubai, Sharjah & Ajman.
More than 80% of the population in the UAE is expatriate, so keeping track and observing consumer purchase behaviour across different demographics will provide vital information to brands.
Alan Roy, business unit head – Middle East, Kantar Worldpanel, said: "The UAE is one of the most diverse markets with more than 100 ethnicities bearing a big challenge to marketers in consumer understanding.
"It has the most evolved trade in the region and we are best prepared to provide insights on how shoppers shop different brands and categories within top retailers such as Carrefour and Lulu."
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