New IRI Tool Redefines Grocery Categories

Consumer data giant IRI has launched a solution called IRI Integrated Fresh, to track sales of random weight as well as traditional UPC (universal product code) items, and provide retailers and manufactures with a 'holistic' view of the store.

According to IRI, Integrated Fresh is the first solution with a 'fact-based data definition' of departments such as dairy, deli, bakery, meat, seafood and produce, basing categories on research revealing which products and attributes the majority of retailers and suppliers consider to be among items found in those departments. Previous definitions were based on unstructured opinion, not a majority-rules, data-driven approach.

The firm worked with the International Dairy Deli Bakery Association (IDDBA) in developing these ideas. The Association recognized the need for standardized definitions in its categories, and IRI used its network of retailers and suppliers as well as IDDBA's industry expertise to develop a syndicated data structure through which to measure all items in the store, regardless of code type. Integrated Fresh is currently available for point-of-sale data across IRI solutions, and in 2021 the data definition will also be available in IRI's consumer and shopper assets, including frequent shopper cards and household panels. The data is updated weekly.

Jeanne Livelsberger, EVP of Market and Shopper Insights, comments: 'Our new Integrated Fresh solution uncovers what consumers are seeing when they step into the store. It is the most reflective view of the size and trend of the average grocery store department, which has historically been a challenge across code types and packaging methods. This will help CPG manufacturers and retailers better understand consumer and shopper behavior, so they can drive growth across the entire store'.

Web site: www.iriworldwide.com .