Fuchs partners with Nielsen to get consumer buying data

Fuchs partners with Nielsen to get consumer buying data

The Nielsen data collected via checkout counter UPC product scanning will provide highly specific, granular information based on more than 160 product characteristics.

Fuchs North America, a leading supplier of seasonings, flavor systems and taste solutions to the food manufacturing and foodservice industries, announced that is has signed a multi-year agreement with The Nielsen Company that gives the company access to detailed consumer buying market intelligence from all scanned consumer packaged food categories.

The Nielsen data, which are collected via checkout counter UPC product scanning across multiple grocery and combined retail channels, provide highly specific, granular information based on more than 160 product characteristics.

This level of detail – collected in a 24/7/365 environment and with a 5-year trend history – enables Fuchs North America to perform highly valuable segmentation analyses and make recommendations in support of its customers’ product development efforts. The information and insights are invaluable – often determining the difference between success and failure in new product introductions.

Access to the Nielsen information enables Fuchs North America to track new and existing products, study consumer buying trends at the national and regional level, and recommend ways to capitalize on changing consumer tastes in a wide range of food categories across all retail food channels.

In addition to reporting buying trend data on a national basis, Nielsen also collects and reports on market intelligence for more than 50 regional markets anchored by major urban centers.

Another powerful aspect of the Nielsen resource is that it captures not only consumer purchase activity, it also uses this information to report meaningful statistical data broken down by food category, sub-category, brand and item.

Nielsen can also report on key characteristics across food product categories. This means that important aspects such as ingredients, flavors, fat content and the use of fat substitutes can be studied for their broader importance and appeal as consumer preferences evolve.

Because the raw information provided by Nielsen is so highly comprehensive and detailed, Fuchs North America further supports its customers by analyzing the information and identifying key research implications. This includes making recommendations for new product introductions based on the consumer trends uncovered by the data.

Commenting on the new Nielsen agreement and how it benefits Fuchs North America’s customers, Ken Wuestenfeld, Vice President of Sales & Business Development, stated, “With food products, winning with consumers begins by understanding what’s happening with changing tastes. We’re providing that kind of expertise on a regular basis. We make it much easier for our customers to develop the right solutions for their seasoning and flavor needs – ones that will drive more product sales,” he said.

“The Nielsen database provides raw data in tremendous volume and detail – and with infinite ways to study and measure it,” Patrick Laughlin, Fuchs North America’s Director Marketing, explained. “This makes it possible for us to evaluate and recommend the best new product formulations for our customers. We even provide the information in presentation form so that product developers can easily share it within their own organizations. Increasingly, our customers are borrowing ideas from other food categories, so having access to all of the categories allows for flavor cross-pollination, an interesting new trend in flavor ideation,” he added.

Laughlin believes that Fuchs North America’s support is a highly valuable benefit to food manufacturers. “By delivering information and insights faster and better, we’re collaborating with our customers to create the next wave of successful new products in the marketplace.”

The Nielsen program represents one of several food-oriented market intelligence resources used by Fuchs North America to monitor changes in consumer tastes. The company also studies trends in restaurant and foodservice menu development using data compiled by Mintel Group.

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