Case Study: Unilever gains COVID-19 consumer insights in China with Kantar

Assessing the impact and opportunities from COVID-19 for Unilever in China

The consumer goods company Unilever needed to quickly understand the drastic changes in consumer behavior in China caused by the COVID-19 outbreak. Their challenge was to reforecast sales and assess these changes for marketing optimization. To address this, the vendor Kantar utilized weekly panel data tracking and timely WeChat surveys.

Kantar's solution provided Unilever with critical insights into panic buying, in-home consumption growth, and shifting channel preferences. The proactive support from Kantar enabled Unilever to successfully navigate the crisis, with the implemented approaches later being recognized as best practices for use across all markets worldwide.

Unilever