The panel, called Enhanced Panel, now has 55,000 households, up from 30,000, and is looking to capture three times more shop visits, including smaller trips and spending beyond major supermarkets.

More behaviour per shopper is also included in the panel, with 1.5 times more categories than previously included, as well as three-and-a-half times more bargain store trips and 4.9 times more visits to Amazon and Costco.

Andrew Walker, director of client services at Worldpanel by Numerator, said: “The real shift is that we’re observing far more behaviour and inferring far less.

“The trips that used to slip between the cracks – the quick top-up, the discounter run, the online order – are now part of the picture, and they’re exactly where a lot of the growth is happening.”   

Clare Harding, UK and Ireland executive managing director at Worldpanel by Numerator, said: “The question every retailer and brand should be asking is whether their understanding of Britain’s shoppers has evolved as quickly as Britain itself. For many, the answer is no.

“The average household that underpins so many decisions is becoming increasingly irrelevant in a market defined by diversity, complexity and rapid change.”