Dive Brief:
- Nielsen has formed a new alliance with Label Insight, a cloud-based data company that strives to bring clarity to the labeling world, according to a company release.
- Nielsen and Label Insight will create a CPG industry retail and consumer measurement capability incorporating food, beverage and non-food ingredients, as well as nutrients and U.S. government-regulated product attributes. The joint venture is planned to bolster data and share ingredient and attribute insights never before available.
- The alliance is designed to help CPG companies and retailers better understand product trends and make faster, more informed data-decisions. Their ultimate goal is to create better personalization for the health of the consumer.
Dive Insight:
Today’s consumer pays close attention to labels and doesn’t like to be fooled, which is why label transparency plays an important role in what they are buying, as well as what manufacturers are producing and how government organizations are regulating label requirements.
The alliance between Nielsen and Label Insight will examine products beyond CPG marketing claims such as “gluten free,” “organic” and “vegan” and explore ingredient and nutrient properties to understand what the product actually product is, not what it claims to be. This will benefit both manufacturers and consumers.
For example, probiotics supplement manufacturers could understand how products with probiotics ingredients are purchased across the store, and how consumers who find probiotics important purchase these products. Retailers focusing on health and wellness consumers can also develop a list of products that focus on a particular cohort, such as low-sugar, low-fat or vegan, and understand their market share. Retailers and manufacturers could also be better able to identify trending ingredients.