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

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: 💲 41% of surveyed consumers purchase private label items to save money. 59% say they offer an above-average value for their price. 🛒 Among 20 of the largest U.S. retailers, Aldi and Trader Joe’s rely most heavily on private label products, with their owned-brands accounting for 76% and 75%, respectively, of their overall sales volume. View the tracker: https://bit.ly/4c05tiJ #Numerator #consumerinsight #consumersurvey #privatelabel #storebrand

🍫 As the global cocoa shortage affects supply chains and prices, consumers are beginning to take notice. Numerator surveyed over 200 verified chocolate buyers on 2/25/2025 on their perceptions of the shortage, whether they have encountered product availability issues, and how rising chocolate prices are influencing their buying decisions. 💲 63% of verified buyers said the current price of chocolate products are somewhat to very expensive. 📉 33% said they are buying less chocolate due to the recent price increases. 🤔 46% of verified buyers are aware of the shortage. Only 2 in 10 verified buyers have experienced a shortage of their preferred chocolate. When encountering a shortage, these consumers: 🍫 Purchased a different brand of chocolate (38%) 🍪 Purchased a different type of sweet snack (27%) 🚫 Did not purchase any alternative (26%) 🏪 Visited another store to find the product (24%) #Numerator #consumerinsights #consumersurvey #cocoa #cocoashortage #chocolate

☘️☘️Happy St. Patrick's Day!☘️☘️ 33% of U.S. consumers plan to celebrate today, decorating the house (31%), gathering with family and friends (31%), and cooking or baking at home (30%). 46% of St. Patrick’s Day celebrators expect to raise a glass this year by purchasing alcoholic beverages for the holiday, with 60% of those planning to purchase beer and 46% intending to purchase Irish beers specifically, such as Guinness or Smithwicks. No matter how you decide to celebrate, enjoy it! Sláinte! #Numerator #consumersurvey #stpatricksday #consumerbehavior #stpaddys #shamrock #leprechaun #consumerbehavior

🚫 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: 🤔 Only 9% of Amazon shoppers intend to participate. Those who intend to participate plan to: 🚫 Avoid placing any Amazon orders (90%) 🚫 Avoid shopping at Whole Foods (48%) 🚫 Avoid streaming any Prime Video content (45%) 🚫 Avoid any Audible purchases/subscriptions (32%) 🚫 Avoid any Kindle purchases/subscriptions (29%) 🚫 Only 13% of participants say they’ll cancel their Prime subscription altogether, which translates to 1% of Amazon shoppers overall. 💻 If any planned/desired Amazon purchases overlap with the boycott period, participants are most likely to make those purchases at local retailers or small businesses instead (28%). However, some participants plan to simply shift the timing of their Amazon purchases to before or after the boycott window (22%). ↔️ Crossover between boycotts is high—72% of those who plan to participate in the Amazon boycott also participated in the February 28 Economic Blackout. #Numerator #EconomicBlackout #AmazonBlackout #boycott #Amazon #consumerinsights #shoppingbehavior #consumersurvey

Happy Holi to our Numerator India team members!

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