The expansion represents an 83% increase in the size of the panel, and will capture three times as many store visits as previous.

The grocery panel covers five years of previous shopper behaviour data, and Kantar Worldpanel said the increased panel size would allow for better coverage of hard-to-measure retail environments such as discount stores, online platforms and corner shops.

Users will begin to benefit from the changes in 2026, with the UK panel expansion being the first of many worldwide.

Chris Morley, managing director at Kantar Worldpanel UK and Ireland, said: “We are adding significant depth to our behavioural insights to ensure unparalleled understanding of real consumer decisions.

“This panel enhancement will bring even greater precision and granularity to our data, empowering our clients with a new level of clarity in the identification of growth opportunities.”