IRI and SPINS Expand Health and Wellness Sector Insights

In the US, consumer data giant IRI and natural, organic, and specialty products insight provider SPINS have extended their partnership to include further access to label and ingredient insights, enabling a deeper understanding of shopper behavior in the wellness space, both in store and online.

IRI and SPINS have partnered since 2013, to create a segmentation offer in the natural/organic sector. Through the extension of their partnership, the firms have tripled the number of SPINS health and wellness attributes available in IRI's Liquid Data predictive analytics and insights platform. In addition, this joint solution will now integrate SPINS' wellness attributes into other IRI applications, such as digital audience activation, advanced analytics solutions, market structure studies and more. The firms say this will enable retailers and brands to understand attributes that consumers are seeking and avoiding, such as gluten-free, grass-fed, fair trade, antibiotic- or hormone-free.

Tony Olson, CEO of SPINS, says the new solution provides retailers and brands with a roadmap and common language to navigate their shoppers' increasingly personalized demands for natural and wellness products. Steve Ramsey, IRI's EVP and General Manager of Strategic Accounts, adds: 'Shoppers are increasingly looking to retailers as stewards of transparency when it comes to how products are made and the impact those products may have on their health. With this expanded offering, IRI and SPINS are equipping retailers and their brand partners with the tools to pinpoint the behavior of natural and wellness shoppers and to activate in-store and digitally to win with these shoppers.'

Web sites: www.iriworldwide.com and www.spins.com .