Kantar’s consumer panels arrive in the Dominican Republic

16 August 2023
London, 16 August 2023: In a move that further strengthens our reading of market trends, Kantar’s Worldpanel Central America (CAM) consumer panel has expanded into the Caribbean. Now covering the Dominican Republic, the newly enlarged panel measures consumer behaviour across 63% more households in the CariCAM region. 

With coverage encompassing 66% of the population in the Dominican Republic, the overall sample has increased from 3,800 to 6,200 households. Reach incorporates 89% of the country’s urban areas, which includes cities with more than 15,000 inhabitants. The sample will be monitored every 15 days, measuring around 100 FMCG categories.

The addition of the Dominican Republic, builds on Kantar’s presence  in Guatemala, El Salvador, Costa Rica and Panama, representing a 37% increase in  our sample.

Faster and better strategic decisions
Guillaume Bacuvier, Global CEO of Kantar’s Worldpanel division, commented “Extending our reach to better serve market needs is a key priority for Kantar. By creating a new region and enhancing the consumer panel, we’re able to offer greater granularity of information, and go deeper into each shopping channel to build a 360° understanding of consumption habits. This will give brands and manufacturers the detail they need to make the best decisions, and become even more agile in their reaction to changes in their shoppers and competitors in the market.” 

The areas of the Dominican Republic Worldpanel covers are: 
Santo Domingo plus Distrito Nacional (25% of the sample)
Santiago (23%)
the Southwest (23%)
the Cibao (20%)
the East (10%)

Coverage captures information from all shopping channels – both Modern Trade (73%), which includes large chains, and Traditional Trade (52%), such as colmado and colmadón.

Data and analysis from the new CariCAM regional service is available with immediate effect.