FMCG research / Old-fashioned staples fall in sales, while frozen food also continues downward slide in the wake of the horsemeat scandal / Nielsen

E-cigarettes, sports nutrition and “free-from” are the fastest-growing products in UK supermarkets by sales volume – according to the latest data from global information and insights company Nielsen.

Volume sales of e-cigarettes are up 49.5% year-on-year, followed by sports nutrition bars, powders and shakes (up 42.8%).

The rise of e-cigarettes has seen an accompanying 6.1% decline in volume sales of nicotine replacement products such as patches and gum.

Adam Leyland, editor of The Grocer, who analysed Nielsen’s data, says: “As the Chancellor continues targeting the tobacco industry, cigarette sales continue to fall, down 2.2% by volume, however, rolling tobacco sales are up 4.4%. The rise of e-cigarettes is the biggest trend in this market, with 10 Motives overtaking E-Lites as the leading brand.” 

Research : How to reach the invisible buyer - a core strategy for building your brand and staying in front of the buyer / Daniel Newman

Social Selling: Why it is time and how to get started

Posted by Daniel Newman in Social Media 

Each passing year there is more content, more data and more social influence on not only what we buy, but also the way we buy it. For brands seeking to stay ahead of the trends, social selling isn’t so much an option, but a core strategy for building your brand and staying in front of the buyer that isn’t reaching out and asking for help; a group we sometimes call the invisible buyer, but nonetheless a group that may very well represent the majority of consumers.

http://www.reachingnewprospects.com/

Back in 2011 Google released a study called “Zero Moment of Truth.” The purpose of the study was to better understand the informed consumer who was able to create buy/sell parity by using the vast resources of the web when making their buying decisions.

The results were overwhelmingly supportive of the idea that the Internet is changing the buyer’s journey. The primary drivers of this change was the amount of content that companies were creating that allowed buyers to become informed without the direct involvement of a vendor.

For those less familiar with the Zero Moment, here are a few of the highlights of the 2011 study.

  • On average shoppers engaged with 10.4 unique pieces of online content during the buyer’s journey
  • 50% of shoppers used a search engine to get more information on a product or brand
  • 38% did comparison shopping online
  • 36% checked the brand/manufacturer’s website
  • 31% read online endorsements, reviews or recommendations.

Now this was nearly 5 years ago. Fast forward to today and all of these trends have become more pronounced as our internet usage is on the rise and the amount of data being created is doubling every two years. (The term “Big Data” may ring a bell?)

Nielsen: Brands targeting online more narrowly, missing greater share of intended targets

  • While the ad industry has embraced conventional audience ratings as a method for determining the reach of their online ad campaigns, new trend data from Nielsen indicates that brands are basing their digital audience buys on increasingly narrower targets. The data suggests that marketers target more narrowly with digital media than with television, and that as more advertisers begin utilizing digital media ratings, they gravitate toward increasingly narrower segments.

The data, which comes from the second annual Online Campaign Ratings Benchmarks report being released today, shows that the percentage of campaigns targeting broad demographics declined from 40% when Nielsen first bench marked the marketplace last year to 36% this year.

Research : Nielsen gives ‘Omni Channel’ view of Chinese consumer

Nielsen has launched a tool called Omni Channel, integrating its own data with that of e-Commerce giant Alibaba to provide clients with a combined view of Chinese consumers’ online and off-line buying behavior.


Yan Xuan
The new tool gives marketers and brands information about product category performance, as well as consumer insights. Nielsen says users will be able to understand which consumer demographics and geographies are growing online, and how these compare with consumers’ off-line purchases. 

Yan Xuan (pictured), President of Nielsen Greater China, comments: ‘Our vision is to change how companies can market, sell and compete. By combining Nielsen and Alibaba’s information, we will help companies reach better answers to critical questions about which shoppers to reach, with what products, while optimizing their marketing and sales investments.’ 

Web sites: www.nielsen.com and www.alibaba.com .