For years, consumers shopped for groceries in a relatively contained and stable environment. They always shopped and viewed the store as one connected entity, but manufacturers didn’t need to look past their category or aisles to meet business goals and stay competitive.
Times have changed. To meet the demands of today’s highly selective, savvy consumers you need a broader, more connected approach to category management, insights and measurement. In today’s consumer-driven market, if you’re making business decisions with an isolated category-driven view of the store you risk:
Cannibalization of sales from products that fulfill similar needs for consumers, but are located outside the scope of your current competitive set
The ability to effectively join forces with growing areas of the store in order to remain relevant and top-of-mind with consumers
Making business decisions without accounting for how the price, seasonality and promotions of adjacent categories or products impacts your brands
Nielsen’s Total Food View gives you the insights you need to understand the full impact of total food dynamics on your product. For the first time, you can view in-store competition and opportunities inclusive of UPC and fresh random-weight products beyond the bounds of your specific category or aisle - all in one data universe accessible via our Answers on Demand (AOD) platform.
Complete Food Coverage
Nielsen offers the industry’s broadest measurement of total food in a like-for-like universe inclusive of UPC and fresh non-UPC (random-weight) product across the entire store, for roughly 90,000 stores nationwide. This is our competitive advantage, and now, it can be yours.
A Single User-Friendly Data Platform
View all your data - UPC and non-UPC random-weight products - in one seamless, truly integrated universe via Nielsen’s Answers on Demand (AOD) platform. AOD gives you the ability to create on-the-fly aggregates and measure ACV at all hierarchy levels.
Speed of Delivery
Answers on Demand brings speed to insights and technology enhancements for weekly retail scan data across the entire retail food landscape. See your data just nine days after weekly sales.
Pull and process data the way you want to view it. Use our best-in-class hierarchy or create your own custom view to measure performance and identify trends down to the item-level.
Gain the perspective you need to:
Keep pace with changing consumer demand and purchase dynamics
View key categories/departments beyond your own so you can make plans and strategize holistically
Identify competitive blind spots across the entire store to ensure that you’re aware of your true competitive set
Join forces with products/areas of the store that are winning and resonating most with consumers
Find which categories your products are connected to and how price, seasonality and promotions impact your brands
Identify new areas for growth where never thought of before