Shopper Digest: How to Make a Brand Stand Out?

Whether consumed at home or on the go, there is a growing trend of shoppers tailoring their beverage choices to suit their daily routines. For example, those working from home may prefer something more indulgent, while busy parents with young children might opt for something more convenient. Regardless of the context, several factors consistently influence beverage purchases—such as flavour preferences, peer recommendations, or affordable pricing that encourages regular repurchase.

A common but crucial question remains: is there a single dominant factor that influences shoppers’ decisions when purchasing from a category?

Let’s explore an example from the Beverage category. Using our current panel tracking data, we are able to monitor brand performance over time—offering deeper insights into the behavioural drivers behind brand growth or decline, and how different demographic groups approach their purchases.

Additionally, we engage further with our panellists to uncover the motivations behind their choices—what prompts them to buy a category or brand, and what causes them to stop purchasing certain brands. To uncover this, a targeted questionnaire is shared with a selected sample. The survey is designed to identify the most significant factors influencing purchasing behaviour.

Unlike traditional surveys relying solely on claimed responses, our shopper panel methodology uses Derived Importance—linking panellists’ stated opinions with their actual purchase behaviour from our tracking data. By combining both sources, we are able to identify the attributes that genuinely drive purchasing decisions—giving brands clearer direction on where to focus their communication.

And the findings might surprise you. Based on Figure 1, the chart on the left shows that most shoppers claimed Statement A was the most important aspect when buying from the category. However, after cross-referencing their actual behaviour—giving more weight to frequent purchasers—Statement B emerged as the real driver of purchase decisions. This is the message brands should prioritise in their marketing.

As part of our Analytics PanelVoice solution, we distribute questionnaires to panellists to understand the “why” behind their behaviour. When linked with demographic and behavioural data, this allows for even more targeted strategies—especially as different shopper groups often hold different brand perceptions. This is key not only to enhancing insights but also to refining promotional and marketing strategies with greater precision.

To grow a brand, gaining penetration should be the top priority. Our foundational data answers the direct “W and H” questions—Who, What, When, Where, and How—related to your brand’s growth or underperformance. Supplementing this with insights from our Analytics PanelVoice solution offers a more detailed understanding of why your brand is succeeding or falling behind.

Our data provides insights into brand performance across a wide range of FMCG categories and consumer segments. By segmenting this data demographically and exploring behavioural differences, we help brands build more precise and effective strategies. Worldpanel tracks such measures on a consistent four-weekly basis to support clients in their business decisions. With further engagement through our Analytics PanelVoice, we can tailor insights to specific shopper groups and uncover the root causes behind brand momentum.

Source: P10 2024 database, Worldpanel Malaysia