Decoding shopper behaviour with

Worldpanel by Numerator

in Brazil

About Us

We decode shopper behaviour to turn data into decisions that shape markets. With Brazil’s largest and most trusted FMCG panel, we reveal not only what people buy, but how they use products and why they choose them, both in and out of home. Our dataset covers 36.5 million purchases, 358,000 SKUs, and category coverage three times higher than the market average, delivering depth, precision, and insight that anticipates change. Now expanded by 130 percent in In Home households and 75 percent in Out of Home coverage, our panels offer greater representativeness across regions, profiles, and occasions. This scale enables richer analysis, sharper segmentation, and clearer identification of emerging shoppers and trends, helping you decode the present and confidently shape the future of consumption.

Panels and Solutions

With a 75 percent expansion of our Out of Home sample, we now cover the behaviour of more than 158 million individuals outside the home, with detailed regional insight. Food and drink for immediate consumption tell a distinct story shaped by moments, motivations, and evolving routines. Our Out of Home panel tracks choices across cafés, delivery, restaurants, workplaces, and on the go, revealing what was bought, where, why, and by whom. Combined with our unique 360 degree methodology linking In Home, Out of Home, usage, and panel data, this enables confident decisions on performance, pricing, packaging, and future growth.

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In a region as diverse and fast-moving as Latin America, understanding real shopping behaviour is essential for driving growth. Our Purchase Panel provides a continuous, representative view of how households across the region buy FMCG products — revealing the brands they choose, the channels they prefer, and the missions that guide each trip. This robust dataset empowers brands to benchmark performance, grow penetration, and uncover opportunities across modern and traditional retail landscapes.

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Latin American consumers don’t just buy differently — they use products differently. Our Usage Panel uncovers the real moments, routines, and needs behind consumption, offering a granular view of how products fit into everyday life. By understanding true consumption behaviour, brands can innovate smarter, position more effectively, and activate growth opportunities aligned to real usage occasions.

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To win in Latin America, brands must go beyond behaviour and understand the why. PanelVoice adds the consumer’s perspective to our behavioural data, capturing motivations, attitudes, perceptions, and barriers. It helps brands validate hypotheses, shape messaging, and design experiences that truly resonate with different consumer groups across the region.

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With consumption patterns rapidly evolving in Latin America, brands need intelligence that connects behaviours, motivations, and outcomes. Behaviour Analytics integrates multiple data sources to reveal the full consumer journey, providing advanced insights that help teams anticipate shifts, optimize portfolios, and strengthen loyalty. It’s a strategic layer of intelligence designed to turn complex consumer behaviour into actionable growth pathways.

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