The agreement will see Mintel granted access to Snoop’s consumer insights platform SpendMapper, which has data on the spending habits of around 140,000 UK consumers.

As a result, SpendMapper data is now incorporated into Mintel’s on-demand and consulting services, covering industries like retail, financial services, travel and leisure.

The mix of SpendMapper data and Mintel insights will also help analysts and consultants to provide recommendations to customers based on areas such as understanding how people are actively spending with brands alongside Mintel consumer research.

Other areas include combining SpendMapper’s brand affinity data with Mintel’s knowledge of markets and consumers to support recommendations for partner links with adjacent companies.

Richard Hopping, vice-president, Europe, Middle East and Africa consumer insights at Mintel, said: “We’re really excited about our partnership with Snoop. It will enhance our consumer experts’ ability to provide richer insights with even more advanced competitive analysis, strategic partnership recommendations and customer profiling.    

“This data will allow us to bridge the gap between what people claim and what they actually do. By moving beyond consumer recall, we’ll able to deliver answers to the most crucial questions shaping our clients’ marketing and innovation strategies.”

Lauren Ambrose, business development director at Snoop, added: “We’re thrilled to collaborate with Mintel, combining our real-time transaction data with their deep consumer expertise.

“This partnership will give businesses a clearer view of actual consumer behaviours, not just intentions, enabling smarter, data-driven decisions. In today’s fast-evolving market, real insights into spending habits are essential for shaping more effective and precise strategies.”