Market & Category Understanding

Build and grow your brand through a deep understanding of the market and category you operate in, with Kantar insights.
market understanding

Identify unmet needs and opportunities for growth

Understand the functional, identity and emotional needs in your market and how best to access them.

Access deep insights from consumer panels

We track more than 450,000 consumers worldwide who tell us about their household’s shopping decisions.

Get smart with segmentation

Identify and effectively target the most valuable segments, and find new opportunities for growth.

Measure, benchmark and optimise

Keep track of your progress with Kantar insights around market trends, competitor activity and marketing effectiveness.
Featured solutions
Understand customers better, in order to find opportunities for growth and effectively target the most valuable segments.
Our continuous information stream lets you put purchase and usage behaviour at the heart of your decision-making process.
Understand who is doing what, where, when and why, in the context of a category and its adjacencies. Uncover disruptive trends with insights from social media analytics.
Global Issues Barometer
New study shows how people around the world are feeling and responding to the multiple threats they face today.
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Brand footprint 2023

Latest Brand Footprint rankings

The Brand Footprint ranking reveals how consumers around the world today are buying FMCG brands.
Find out more