Decoding the Shopper

Why Britain is becoming harder to read | Meet the country between the numbersBritain is changing, but the headline numbers only tell part of the story. In this episode from Worldpanel by Numerator, Fraser McKevitt and Andrew Walker explore the demographic shifts reshaping the UK and what they could mean for shoppers, retailers and brands. From an ageing population and changing household structures to migration and evolving shopping behaviour, they look beyond the national averages to uncover the very different lives, budgets, needs and routines hidden underneath. They discuss:Why Britain is approaching a demographic crossover, with deaths projected to exceed birthsWhat population forecasts can – and can’t – tell us about the futureWhy the “average household” can hide more than it revealsHow changing household structures are influencing shopping behaviourWhat continuous shopper data can reveal that demographic statistics alone cannotHow Worldpanel’s enhanced panel of 55,000 households across Great Britain provides greater detail and broader coverage of how Britain really shops Because understanding Britain isn’t just about knowing how many people live here. It’s about understanding who they are, how they live and how they shop.Every purchase has a past. And a future. Find out more from Worldpanel by Numerator and explore our latest insights into the changing shape of Britain. - Britain is changing shape. Has your view of its shoppers kept up?

This special episode of our GB Grocery Market Share Bite-sized Briefing takes a closer look at one of the topics from our latest update: back-to-school shopping.Fraser McKevitt and Scarlet McNicol explore how families are shopping for school uniforms in 2026, from the search for value to the wider back-to-school occasion. For more insights, read our September 2026 GB Grocery Market Share update: GB Grocery sales rise 2.0%, but parents tighten belts on school uniform spend | Worldpanel by Numerator

Grocery sales rise 2.0%, but parents tighten belts on school uniform spend. Fraser McKevitt, our head of retail, gives an update on the UK grocery market share over the 12 weeks to 6 September 2026.

Heatwave has shoppers reaching for summer staples, while inflation slows to 2.1%. Sally Ball, our business unit director, gives an update on the UK grocery market share over the 12 weeks to 9 August 2026.

Convenience food has long been associated with speed. But today's shoppers expect much more.In this episode of Decoding the Shopper, host Thomas Hole is joined by Sarah Babb, Marketing Director at Ginsters, and Lewis Kain, Strategic Insight Director at Worldpanel by Numerator, to explore how evolving shopper behaviour is changing the role of convenience food.Drawing on the latest Worldpanel shopper insights alongside Ginsters' brand transformation, the conversation explores how perceptions can be challenged through provenance, quality and innovation, while responding to changing lunch occasions and increasingly flexible eating habits.

Record May temperatures drive summer spending as grocery sales rise by 2.4%. Fraser McKevitt, our head of retail, gives an update on the UK grocery market share over the 12 weeks to 14 June 2026.

Summer categories and online growth drive Irish grocery sales despite grey May skies. Emer Healy, our Business Development Director, gives an update on the Irish grocery market share over the 12 weeks to 17 May 2026.

Grocery inflation eases as early May grey skies dampen sales of summer essentials. Fraser McKevitt, our head of retail, gives an update on the UK grocery market share over the 12 weeks to 17 May 2026.