Personal care products that have a Natural claim and are 'free from parabens' saw 12% growth
New York, NY – June 27, 2017 – Today, Nielsen (NYSE: NLSN) and Label Insight announced an expansion to the Nielsen Product Insider solution, now offering the ability to measure sales of ingredients and U.S. government-regulated attributes for non-food categories, including personal care, pet food, over-the-counter medicine and vitamins/supplements. Building off the success of the capability, which previously only measured food and beverage label transparency, this added capability will enable fast-moving consumer goods (FMCG) manufacturers and retailers to measure sales performance, analyze shopper demographics and create custom segmentation. It will also add the ability to assess product trends and personalization needs for health and wellness consumers.
“Until now, the industry has not had a view into non-food product ingredients, attributes and how those translate into sales,” said Chris Morley, president, U.S. Buy, Nielsen. “When looking at the personal care department, for example, products with a ‘natural’ claim saw 9.1% dollar growth. However, when a product features a natural claim and includes a more specific ingredient attribute, like 'free from parabens,' sales grew 12%. This indicates significant opportunities for manufacturers of non-food products to capitalize on growth potential they did not recognize previously.”
This first-of-its-kind solution available to non-food manufacturers combines Nielsen Retail Measurement data and Label Insight’s ingredient and attribute data to transform on-pack ingredient information, as well as drug and supplement fact panels into measureable attributes. The solution enables manufacturers and retailers of non-food categories to better understand how ingredient-based concepts like clean label, trending ingredients, environmental concerns, and more are performing in terms of dollar sales growth and shopper purchasing behaviors.
“Consumers are trying to better understand ingredients today more than ever before, and not just in food categories. The absence of undesirable ingredients is actually now more important than the inclusion of beneficial ingredients,” said Ronak Sheth, chief customer officer, Label Insight. “In fact, consumers are willing to pay more for products free from undesirable ingredients. This shift requires brands to be more transparent, and consumers are demanding transparency across all categories.”
Nielsen Product Insider is available to non-food manufacturers and retailers in the U.S., along with the food and beverage view, which has been adopted and is in use by a major U.S. retailer and household name FMCG manufacturers.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers watch and buy. Nielsen's Watch segment provides media and advertising clients with Total Audience measurement services for all devices on which content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry's only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen also provides its clients with analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
Label Insight is the market leader for transparency, enabling access to complete and accurate product information for nearly 400,000 products, representing 80 percent of the top purchased CPG products in the U.S. The company’s product transparency engine powers data driven solutions for brands, retailers, researchers, analytics providers, government agencies and consumer applications by capturing and enhancing data contained on the packaging and labeling of food, pet, and personal care products. Label Insight customers use this data to provide greater transparency to consumers; easily participate in industry and government initiatives, such as SmartLabel; create more connected omni-channel experiences; and maximize category growth potential.