Kantar generated a revenue of approximately *** billion U.S. dollars worldwide in 2024. This was a decrease of roughly ** million U.S. dollars when compared to the previous year. Kantar Group Kantar Group is a data and consulting company headquartered in London. Operating in 100 countries, it conducts various different types of research. Market research is essential for businesses and their strategy so the necessary information is acquired for their target markets. In 2023, they were the sixth leading market research company worldwide in terms of revenue.The company generated a market research revenue of almost *** million U.S. dollars in the United States. When divided into geographic regions, the majority of he research revenue accrued by Kantar came from outside the United States. Market research in North AmericaNorth America created the vast majority of the global revenue of the market research industry in 2023, almost double that of Europe.

The research revenue of Kantar in the United States decreased significantly between 2013 and 2021. In 2021, the London-based market research company generated revenue of approximately 605 million U.S. dollars in the United States, an increase of roughly 50 million U.S. dollars when compared to the previous year.

Kantar Polska SA, a market research agency, recorded over *** million zloty in net sales revenue in 2020, which was a decrease compared to the year before. The net profit also decreased between 2019 and 2020.

In 2023, the leading market research company in terms of global research revenue was Gartner, generating approximately *** billion U.S. dollars. In the same year, American company IQVIA accrued roughly *** billion U.S. dollars. Market research companies - global players Market research is an important business strategy involving the gathering of information about an organization’s target market. In terms of global research revenue, American company Gartner was the leading market research company worldwide. Headquartered in the United States, the number of employees working for the company totaled ****** people in 2023. The sixth largest market research company in terms of global research revenue was Kantar. Kantar Group is a UK-based international network of ** companies, including Millward Brown and IMRB International. In 2022, the research revenue of Kantar amounted to approximately ***** billion U.S. dollars. Another European leader, and ranked seventh in the global ranking, was Ipsos. The company had a research revenue of over *** billion U.S. dollars. The largest share of market research revenue made by Ipsos was generated in Europe, the Middle East and Africa in 2023. United States dominant in a global market The global revenue of the market research industry reached over ** billion U.S. dollars in 2023, over half of which came from the United States. The number of full-time employees working for the top ten market research companies in the United States totaled almost ****** in 2020.

Market research and public opinion polling companies offer valuable insights into consumer behaviour, values and opinions for businesses, media and public-sector departments. Demand for market research is heavily reliant on business investment and technological advancements, with research companies examining target markets to help businesses tailor their products, services and marketing strategies. The advent of digital platforms and advanced analytics is reshaping the market landscape, providing more efficient data collection methods and insights essential for strategic decision-making. Revenue is expected to expand at a compound annual rate of 2.3% over the five years through 2025 to €2.1 billion, despite being forecast to dip by 2.2% in 2025. The COVID-19 pandemic brought adverse economic conditions, reducing business spending on non-essential services like market research. A decline in advertising spend further hit demand in 2020. However, as restrictions eased, revenue shot up in 2021, as businesses aimed to understand how consumer behaviour was changing in the post-pandemic landscape. Digital advertising's recovery also supported this rebound. Following this, though, inflationary pressures and geopolitical tensions in late 2022 and 2023 curbed spending, as businesses grappled with higher operational costs, leading to a downturn in revenue for market research companies. Prolonged uncertainty and political instability further subdued business investment through 2024 and into 2025, reflected in stagnant demand for market research services. Improving economic conditions are anticipated to bolster the industry’s prospects in the coming years. As inflation eases and interest rates fall, businesses will increase R&D activities, renewing demand for detailed market insights. Opportunities will arise from strengthened collaborations with advertising agencies, aligning strategies based on data-driven insights. Technological advancements will continue to drive innovation, with AI and mobile technologies reshaping data collection and interpretation processes. However, advancing technology will also create challenges as more businesses leverage advanced tech like Gen AI to set up in-house market research solutions, reducing spending on external research companies. At the same time, social media will continue to offer real-time public opinion insights, optimising audience segmentation and sentiment analysis. Data privacy regulations like the GDPR will necessitate balancing innovation with compliance, presenting operational burdens.

Market researchers investigate clients' target markets' behaviour, values and opinions, providing insights that allow them to tailor their products, services and marketing. Researchers rely on high European research and development expenditure to fuel demand for market research. Increased digitalisation has opened new doors for market research providers while intensifying competition. Artificial intelligence is increasingly important in analysing, identifying and generating research insights from social media posts using a flood of data. Meanwhile, digital surveys have allowed research companies to expand their outreach, save resources and costs and often attain more accurate and comprehensive insights for clients. Over the five years through 2024, industry revenue is expected to contract at a compound annual rate of 3.6% to €27.2 billion. The COVID-19 outbreak and ensuring low business sentiment took a toll on market research budgets. A sharp contraction in business sentiment squeezed corporate profit, discouraging companies from investing in research and development activities and negatively affecting professional research providers in 2022. A greater availability of data and alternative research methods means that researchers are competing more and more with in-house research departments. In 2024, industry revenue is expected to drop by 3.1% as consumers lower their private consumption expenditure, reducing consumer research activity. Over the five years through 2029, industry revenue is forecast to climb at a compound annual rate of 2.9% to reach €31.4 billion. Over the coming years, market research companies will face higher external competition from technology specialists leveraging insights internally, constraining revenue growth. Nonetheless, researchers will benefit from increasing online advertising activity. Those incorporating advanced data analytics systems and digital market research technology will remain competitive and benefit from greater digitalisation. Smart mobile surveys will also become an invaluable tool for consumer research companies.

Nielsen IQ was the largest market research company in Poland in 2023, with order revenues of *** million zloty. It was followed by Kantar Polska and GfK.

Revenue estimations for tax scenarios on food and beverages (millions of 2019 Chilean pesos).

Sources: Direct-to-consumer advertising data provided by Kantar Media; promotion to professionals data derived from the IMS Health Integrated Promotional Services™, 2010 and excludes epromotion and expenditures for conferences and meetings depicted in Table 1; sales data derived from IMS National Sales Perspectives™.

The Advertising and Market Research Services industry has faced volatile economic conditions. The overall weak economy, along with heightened inflation, has constrained industry demand, with many clients cancelling or postponing projects to reduce marketing budgets in response to heightened inflation and uncertainties. However, growth in R&D expenditure, number of businesses and household consumption expenditure has partially offset an overall decline in revenue. Industry revenue is expected to dip at an annualised 0.5% over the past five years, to total $2.8 billion in 2025-26, when revenue is anticipated to fall by 1.1%.Advertising agencies that have provided digital services have performed better, driven by online advertising’s growing popularity and greater social media use. Online advertising typically commands lower prices than traditional advertising and can reach the target audience more precisely thanks to improved marketing analytics, providing clients with a cost-effective solution and more measurable outcomes, allowing businesses to undertake more work. This has improved profitability for advertisers. Despite rising demand for online advertising, this growth has come at the expense of print and broadcast advertising as traditional advertising channels have seen a weaker audience base. Still, large-scale marketing projects use integrated advertising campaigns involving both traditional and new advertising channels to cover a large audience size.Businesses have continued to demand market research services to understand rapidly changing consumer trends and behaviour. Several global brands have undergone restructuring activities over the past few years, like the amalgamation of Kantar and Colmar Brunton in 2021-22, the cessation of Frost & Sullivan’s New Zealand operations in 2022-23 and Ipsos’s acquisition of CBG Health Research in 2024-25. Even so, these services are usually considered more discretionary compared with advertising and have been more heavily affected by economic uncertainties.Industry revenue is forecast to rise at an annualised 1.5% over the five years through 2030-31, to total $3.0 billion. The economy is set to continue recovering with inflation poised to ease, making businesses become more confident in expanding their market offerings, which will likely drive downstream demand for advertising and market research services. Downstream clients are slated to resume projects cancelled or postponed, supporting demand. Even so, high industry competition will reduce players' pricing capacity.

Sources: Direct-to-consumer advertising data provided by Kantar Media; promotion to professionals data derived from the IMS Health Integrated Promotional Services™, 2010™ and excludes epromotion and expenditures for conferences and meetings depicted in Table 1; sales data derived from IMS Health Use of Medicines 2010.

In the financial year 2024, the leading selling country of IKEA products was Germany, accounting for 15.5 percent of IKEA's total sales. The United States followed, over 13 percent of the share. IKEAIKEA is an internationally known home furnishing retailer. It has grown rapidly since it was founded in 1943. Today it is the world's largest furniture retailer, recognized for its Scandinavian style. The majority of IKEA's furniture is flat-pack, ready to be assembled by the consumer. This allows a reduction in costs and packaging. One of the key competitive advantages IKEA has is its extensive knowledge about the customers. The company understands the purchasing factors that influence customers to buy and implements the best practices to induce that decision. Low prices are the cornerstone of the IKEA business idea and the company always tries to do things as efficiently and cost-effective as possible. To keep costs low at all times, the company must find new and innovative ways to do that and to incorporate them in its business model. The business’ innovations include new materials that contribute more to a sustainable environment and are less costly or using the newest ways of packaging, handling and transporting materials.According to Kantar Millward Brown's "Brandz Top 100 Most Valuable Global Brands 2024", not only is IKEA the most valuable furniture retailer brand in the world, it is also the seventh most valuable retailer in the world, valued at around 22 billion U.S. dollars. The business operates 480 stores and is present in the major world markets. There are almost 900 million customer visits to IKEA stores every year.

The market share of the leading supermarkets in Great Britain (GB) has begun to shift from the traditional market leaders to discounters in recent years. However, Tesco and Sainsbury's have continually had the largest share over the period under consideration, holding **** percent of the market together as of July 2025. Prior to the popularity of the discounters, the grocery retail market was dominated by the 'big four' supermarkets: Tesco, Sainsbury's, Asda, and Morrisons. On the back of the post-Brexit uncertainty and growing inflation, consumer behavior has shifted in favor of cheaper alternatives such as Aldi and Lidl. In September 2022, Aldi took over fourth place in the grocery store ranking from Morrisons for the first time. In April 2023, Aldi's market share reached double digits for the first time. In July 2025, this figure stood at **** percent.

The instant noodle brand, Lucky Me!, emerged as the most preferred fast-moving consumer goods (FMCG) brand in the Philippines based on consumer reach points (CRP). The noodle brand earned a CRP of ***** million in 2024. Coffee brand Nescafé follows, with a CRP of ***** million. The Philippines’ leading food and beverage processing companies  Ranked according to gross revenue as of 2023, Nestlé Philippines, Inc. topped the list of food and beverage processing companies in the Philippines. The company is popular for its coffee brand, Nescafé, alongside milk brands Nido and Bear Brand. Coming in second was Universal Robina Corporation, known for its snack brand Jack n’ Jill. At sixth place is Monde Nissin Corporation, which produced the popular instant noodle brand, Lucky Me!. What are consumer reach points? To rank brands according to consumer preferences, Kantar uses a unique metric known as Consumer Reach Points (CRP). One CRP is equivalent to a single instance that a consumer chooses a specific brand, while also integrating data on population, brand penetration, and consumer choice.