Shopper Insights

NIQ Sharpens the Shopper Picture in Singapore and Hong Kong

NielsenIQ (NIQ) has expanded its Homescan consumer panels across Asia, lifting the number of categories available for reliable monthly analysis by 85% in Singapore and 64% in Hong Kong. The upgrade hands brands and retailers a far more detailed read on who is buying, where they shop, and what drives their purchase decisions.

The move from the consumer intelligence company arrives as shopper behaviour keeps shifting, pushing businesses to seek deeper visibility into their growth drivers, the places people shop, and the habits behind each basket. NIQ's expanded panels answer that demand with broader shopper coverage, improved demographic representation, enhanced coding, and stronger retailer, category, and brand insights.

A Fuller View of Who Is Buying — and Where

Unlike standalone panel solutions, NIQ pairs retail measurement with shopper intelligence inside a single ecosystem, showing not just what sold, but who bought it and where. The expanded panels deliver a stronger read on shopper behaviour in both markets, with more precise insight into what is bought, where, and how it varies by category or channel.

• Categories available for reliable monthly analysis rose 85% in Singapore.
• Hong Kong saw a 64% increase in the same coverage.
• Upgrades span broader shopper coverage, improved demographic representation, enhanced coding, and stronger retailer, category, and brand insights.
• Panel data now feeds into NIQ Discover for a fuller picture of growth.

Growth is increasingly determined by what happens across the entire shopping journey, not within a single retailer or channel. — Ramon Melgarejo, President, NIQ Global E-commerce

Connecting the Whole Shopping Journey

By strengthening the panels in these two markets, NIQ is aiming to show brands and retailers who is driving growth, where shoppers are moving, and why their behaviour is changing. Melgarejo added that, combined with NIQ's retail measurement, that intelligence helps clients make decisions with far greater confidence.

By strengthening our Homescan panels in Singapore and Hong Kong, we are giving brands and retailers a clearer view of who is driving growth, where shoppers are moving and why their behavior is changing. Combined with NIQ's retail measurement, that intelligence helps clients make decisions with far greater confidence. — Ramon Melgarejo, President, NIQ Global E-commerce

Why Marketers Should Pay Attention

For marketers in Singapore and Hong Kong, the practical payoff is granularity: a jump of 85% and 64% in analysable categories means far more product areas can now be tracked with confidence month to month, and the pairing of shopper panels with retail measurement closes the gap between "what sold" and "who bought it and why" — the exact evidence needed to target growth by channel and demographic rather than guessing at it.

---

About the Research

The expansion reflects NIQ's continued investment in Homescan and The Full View of consumer behaviour. Panel data is now integrated into NIQ Discover, giving clients a fuller picture of growth by combining shopper intelligence with retail measurement in one ecosystem.

Background: NielsenIQ

NielsenIQ (NIQ) is a consumer intelligence company that measures what consumers buy and why. Its Homescan consumer panels track real household purchasing to reveal who is shopping, where, and what drives their decisions — insight it combines with retail measurement to give brands and retailers a comprehensive view of the market.