Methodology
Demand Moments: An analysis of consumer needs and market opportunities
In this study, Worldpanel introduces Demand Moments, an advanced approach to finding the most relevant and differentiating combinations of all the features of a consumption moment, to build an exclusive and exhaustive consumption landscape made up of separate Demand Moments, all contextual, functional and emotional elements of how we consume are combined into “one single moment of truth."
This then basically gives us the most meaningful consumption lens through which to analyse the role of brand, category and competitors, whether that be rival brands or entirely different categories that appeal to the same Moment as you. A roadmap for growth that instantly reveals where your core strengths are and the messages you must reinforce, where you have meaningful headroom that you could consider moving into alongside the key facets of consumption you would need to appeal to in order to stretch your presence, as well as showing you where we likely have no meaningful right to play in the short term without doing something radically different.
The three-year study was conducted across five countries: the United Kingdom (UK), France (FR), Spain (ES), Brazil (BR), and Mexico (MX). It draws on data beginning in 2020 and ending in Q3 2022 and analyses over 2.5 million occasions every year.
Data was collected from a pool of 44,000 food usage panellists via an online diary across 5 countries in Europe and Latam. (United Kingdom, France, Spain, Brazil and Mexico). The participants are asked to declare all meals, snacks, and drinks consumed at home over each 7-day period, ensuring full coverage of all occasions for every family member.
The collected data was analysed by Kantar’s Worldpanel Usage experts by focusing on the five W's and condensing them into a single, behaviour-focused lens. We were able to segment and classify 14 Demand Moments across different markets and consumption occasions.
Following the success of this study, we plan to expand the analysis to other countries, including Colombia, Germany, Italy, and Belgium before the end of 2023. This will provide an even more comprehensive understanding of global consumer behaviour and help brands further optimise their strategies to capture and capitalise on Demand Moments. Additional countries are also possible.
We have also recently developed the UsageFlex platform and will soon be launching be launching more country-level usage panels on demand.
The Demand Moments methodology offers a powerful tool for brands to identify market opportunities and understand consumer behaviour. By examining in-home consumption occasions through a behaviour-focused lens, this study has provided valuable insights that can help businesses unlock their full potential and thrive in a competitive market.
