Kantar launches FMCG Out Of Home consumer panel in India

The panel will track and report purchases made for 13 OOH categories

e4m by exchange4media Staff
Published: Jun 28, 2022 11:16 AM  | 2 min read

Kantar has launched an FMCG panel that tracks Out of Home purchases in India. The panel has already been up and running across 10 countries around the globe before finding its way to India in June 2022.

This in-depth panel will track and report purchases made for a total of 13 OOH categories, which include 11 F&B and 2 QSR categories. Within the QSR categories (pizzas and burgers) not only OOH, but in-home orders/ consumption will also be captured.

The panel will cover 11,000 individuals aged between 15-49 years across both genders, covering NCCS A, B, and C amongst 10L+ population Indian towns.

The data will be captured in real-time at the purchase occasion itself through a 100% self-filling application. Since the consumer will fill the survey live, it will be actual purchases being recorded and not re-called ones. The reporting of the data will however be done at a monthly level to keep it in line with Kantar’s already existing and successful in-home panel. Eventually, the panel will be able to provide a 360-degree view of the consumer purchases- both from an in-home and OOH perspective.

Speaking on this launch, K. Ramakrishnan, Managing Director- Worldpanel Division at Kantar, said: “We are very excited at the launch of India’s only robust FMCG OOH panel. This panel will collect consumer data in real-time and provide extremely actionable insights to the FMCG companies who operate in India and help them make informed marketing decisions.”

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