A Worldpanel by Numerator podcast where we unravel the fascinating world of shopper behaviour. Explore the insights and trends that shape consumer choices and retail strategies in the UK and Ireland.
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Why Britain is becoming harder to read | Meet the country between the numbers
Britain 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 births
What population forecasts can – and can’t – tell us about the future
Why the “average household” can hide more than it reveals
How changing household structures are influencing shopping behaviour
What continuous shopper data can reveal that demographic statistics alone cannot
How 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? (https://go.numerator.com/WP-UKI-2026-Enhanced-Panel.html)
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17 Sept 2026
GB Grocery Market Share Bite-sized Briefing: School Uniforms
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 (https://worldpanelbynumerator.com/insights/grocery-sales-rise-2-0-but-parents-tighten-belts-on-school-uniform-spend)
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15 Sept 2026
Bite-sized briefing: GB Grocery Market Share update 15 September 2026
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.
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Who has been a guest on Decoding the Shopper
Names identified in recent episode analyses. Showing up to five guests.
Emer Healy
Fraser McKevitt
Jade McSorley
Reach and audience
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Spotify
5.0 / 5
10 ratings
Podcast Authority Score: 21 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
18
Social presence
0
YouTube
0
Engagement
60
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