Nielsen to Serve Up 'Total Food View'

Nielsen has launched a 'Total Food View' service for its FMCG and retail clients, giving users 'for the first time' an overall view of in-store competition and opportunities 'inclusive of UPC and fresh random-weight products beyond the bounds of a specific category or aisle'.

The company says shoppers have become 'aisle agnostic' while 'fresh' has grown to become 'a hotbed of opportunity', making it more important for retailers and manufacturers to 'realign their approach based on how consumers experience their grocery shopping occasions, as total food shoppers'.

The new service, which is integrated into Nielsen's 'Answers on Demand' platform, cuts across the bakery, deli, produce, seafood and meat departments to help clients understand 'the full dynamics of sales trends and the ripple effects that occur among products or brands across the store'.

John Tavolieri, Nielsen's President of US FMCG and Retail, and CTO and COO, comments: 'Fresh plays a crucial role in driving consumer traffic and loyalty. To win shoppers over, fresh has to be integral to a broader, more connected total store approach that goes beyond category management. With a Total Food View, marketers can capitalize on adjacencies, reveal unseen competition and make cross category connections to uncover business blind spots'.

Sample findings from the June 2018 Total Consumer Report, which makes use of the new service, include:

• E-commerce is still maturing within food and beverage, [but] fresh perishables are an opportunity in stores today... marketers looking for growth opportunities today shouldn't be blind to the opportunities living in the perimeter of the store. Fresh and perishable foods generated sales nearly 14 times as high as all online food and beverage sales this year'.
• On-the-go fresh produce fails to keep pace with clean snacking. Although Americans would rank eating more fruits and vegetables as the top factor for healthy eating, they're not flocking to on-the-go fresh produce offerings as much as they are to other snack options. On-the-go fresh produce - pre-cut produce that has been portioned intentionally for snacking purposes - declined by nearly 2% in dollars and 6% in unit volume over the last year.
• In the battle of burgers, frozen is still winning, but fresh is catching up: frozen meat-based burgers have seen 2% dollar growth from last year, but fresh meat burger patties (+8%) and prepared burgers from the deli section (+15%) are outstripping them.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.