Numerator

Numerator is combining with Kantar’s Worldpanel division to form a new global consumer data company! The new company, which will operate globally under the name Numerator, will provide verified first-party consumer data representing almost five billion consumers globally. Eric Belcher, currently CEO of Numerator, will lead the new combined organization, which will be headquartered in Chicago, Illinois, with 5,800 employees worldwide. Read the press release: https://bit.ly/40yIdW0 #Numerator #Kantar #KantarWorldpanel #Worldpanel #consumerinsights #consumerbehavior #consumerdata #Worldpanelbykantar Worldpanel by Kantar

Recent changes to DEI initiatives have changed retailer store traffic and market share. For the latest four weeks ending 2/9/2025: ?? Target’s projected traffic vs. YA is down across all ethnicities for Total CPG; there was a -2.8% decline for White consumers, -4.2% decline for Asian consumers, -6.1% decline for Hispanic consumers, and -6.2% decline for Black consumers (Latest 4 Weeks Ending 2/9/2025). ?? Target traffic declines translate to 2M fewer shopping trips from White consumers, 1.5M fewer shopping trips from Hispanic consumers, 1M fewer shopping trips from Black consumers, and 0.4M fewer shopping trips from Asian consumers. ?? Black and Hispanic households over-index in Target’s traffic decline, contributing 59% and 53% more than expected based on demographic size, respectively. Learn more in Numerator’s “The Impact of DEI Cuts on Retail” report: https://bit.ly/43GBXxp #Numerator #consumerinsights #consumerbehavior #shoppingbehavior #DEI

?? Following a one-day economic blackout on February 28, The People’s Union USA called for an Amazon blackout to take place from March 7–14, 2025. We surveyed over 3,000 Amazon shoppers on their awareness of upcoming blackouts and boycott activity against specific brands or retailers. Here’s what we learned from the 3/6/2025 survey: ?? 43% of Amazon shoppers said they were aware of planned boycott activity in the next few weeks with awareness waning as generations age—61% of Gen Z are aware, 51% of Millennials, 44% of Gen X, and 37% of Boomers+. ?? Shoppers first heard about the boycott through social media (76%), news articles or online news (32%), and friends, family, or word-of-mouth (27%). ?? 27% are aware of the planned boycott against Amazon from March 7-14, and 53% of those say they support its purpose. ?? However, only 9% of Amazon shoppers intend to participate. #Numerator #EconomicBlackout #AmazonBlackout #boycott #Amazon #consumerinsights #shoppingbehavior #consumersurvey

?? What’s better than a chocolate bar with your name on it? ?? Not much! ?? At #ExpoWest, Tony's Chocolonely gave Numerator this personally branded chocolate bar. We haven’t bitten into this awesome snack just yet, but we are continually unwrapping insights for emerging brands like Tony’s! ?? Can we make a request for the dark chocolate almond sea salt next time? #Numerator #ExpoWest2025 #consumerinsights

?? Is it risky to buy now and pay later? ?? Numerator’s latest article dives into a February 2025 survey of over 2,500 Buy Now, Pay Later (BNPL) users and their purchase data to see the full picture of usage, consumer concerns, and possible implications of a larger BNPL market. Here’s what we learned: ?? Consumers do have some hesitancy around Buy Now, Pay Later services, such as interest or late fees (41%), concern about overspending or exceeding budget (32%), and losing track of payment schedules (13%). ?? While a slight majority (54%) of Americans deem BNPL somewhat risky, fewer than 1 in 5 (16%) consider it very risky, and 30% do not view it as risky at all. ?? Over half (51%) of Americans believe BNPL encourages debt accumulation. ?? 24% of BNPL users often or always feel stressed about upcoming installments, and 14% have missed a payment or faced unexpected fees. These figures vary by provider, with users of Splitit, Zip, and Sezzle reporting higher rates of missed payments or fees. ?? 50% of Americans support stronger regulations for BNPL services—be that clearer disclosures, capping fees, or stricter credit score checks. Read the article: https://bit.ly/4gNYETB #Numerator #consumerinsights #consumersurvey #shoppingbehavior #BuyNowPayLater #BNPL

The Numerator Consumer Electronics Tracker provides quarterly insight into omnichannel consumer buying behavior in select electronics categories. Here’s what we learned in the latest update: ?? Best Buy and Amazon dominate the consumer electronics market, accounting for 30% and 28% of overall sales in select consumer electronics categories in the past year, respectively. ?? Amazon sees noteworthy spikes in market share around their summer and fall Prime Day events, resulting in share dips for all major competing retailers. ?? Most consumer electronics categories saw a slight decline in both household penetration and buy rate in the past year. Computer monitors & peripherals saw the most notable increase in household penetration this past year (+4%), while smartwatches & fitness trackers saw the greatest increase in buy rate (+10%). Learn more: https://bit.ly/4avpb5B #Numerator #electronics #consumerbehavior #insights

Less than three-quarters (73%) of consumers implement sustainable transportation practices: ?? 37% of consumers say they bike or walk whenever possible ?? 28% limit air travel ?? 28% carpool or ride-share ?? 16% use public transportation ?? 95% of consumers are mindful of their water usage. ?? To conserve water during daily tasks, consumers are turning off water when not in use (74%), taking shorter showers (51%), and doing laundry less often (49%). Learn more about consumers’ dedication to sustainability: https://bit.ly/4hXnMIs #Numerator #consumerinsights #consumersurvey #consumerdata #sustainability #reducereuserecycle

Yesterday at #ExpoWest2025, Numerator's Nick Keswani presented alongside Chomps, Kindling Snacks, and Target on the future of the snacking industry, including the functional benefits of protein. The presentation might be over, but you can still find Numerator in booth #5024 at Expo West! Stop by our booth or schedule a meeting with us: https://bit.ly/4b1xNSo #Numerator #ExpoWest #ExpoWest2025 #consumerinsights #consumerbehavior #naturalproducts #shopperbehavior #emergingbrands #CPG

Many consumers are turning to private label brands to save in the current economy. How is private label performing and what do verified buyers think of store-brand products? Numerator’s Private Label Trends Tracker shows: ??? Almost all (99.9%) U.S. households purchased a private label grocery item in the past 12 months, followed by Health & Beauty (99.2%), Household Products (98.9%), and Home & Garden (97.9%). ?? The sectors with the highest private label share (based on units sold) were Office (40.1%), Home & Garden (34.1%), Tools & Home Improvement (29.5%), and Household (27.8%). ?? Private label items accounted for 33.3% of the Club channel (e.g., Costco, Sam’s Club), followed by Office (29.2%), Home Improvement (28.5%), and Mass (e.g. Target, Walmart, 28.2%). View the tracker: https://bit.ly/4c05tiJ #Numerator #consumerinsight #consumersurvey #privatelabel #storebrand

In today’s tight economic environment, defending or expanding shelf space is more important than ever. For a successful product line review, brands will need to educate their buyers on emerging consumer needs and how their products meet consumer demand. Join us on March 13 at 10 AM CT as Patrick J. Brosnan, Numerator Consultant, shares how home improvement brands can leverage consumer panel data and Verified Voices Surveys to develop an effective product line review strategy, gain shelf space, and increase sales. Register now: https://bit.ly/4isuCpq #Numerator #webinar #consumerinsights #consumerbehavior #shoppingbehavior #productlinereview