Supermarket Perimeter - January 2021 - 6

WIRE
IRI and IDDBA team
to develop a sales
tracking database
IRI and the International
Dairy Deli Bakery
Association (IDDBA) have
partnered to launch IRI
Integrated Fresh, a new
solution that tracks sales
of random-weight and
traditional UPC items
that can be shared across
the industry with retailers
and manufacturers to
give a more holistic view
of the store.
Integrated Fresh
is the ﬁrst fact-based
data deﬁnition of
departments, such
as dairy, deli, bakery,
meat, seafood and
produce, and is based
on extensive research
on which products and
attributes most retailers
and suppliers consider to
be among items found
in these departments.
Previous deﬁnitions
varied because they were
based on opinion, not a
majority-rules, datadriven approach.
" We collaborated
with IRI to develop a
solution that solves a
signiﬁcant issue in our
industry, " said Jeremy
Johnson, vice president
of education, IDDBA.
" Before Integrated Fresh,
6 - JANUARY 2021

deﬁnitively measuring
the total size of the deli
or bakery departments
was difficult and varied
greatly depending on
data source and retailer.
Integrating both ﬁxedand random-weight
items together properly
was also a challenge. We
are excited to be able
to offer our members
special access to this
valuable new resource. "
The Integrated Fresh
view is providing a
critical look at this year's
pandemic-impacted
retail sales, according
to the company. For
example, it has long been
thought that fresh foods
were favored over center
store; however, a balance
of both is necessary to
meet shoppers' needs
since the COVID-19
outbreak.
" Our new Integrated
Fresh solution uncovers
what consumers are
seeing when they step
into the store, " said
Jeanne Livelsberger,
executive vice president
of market and shopper
insights for IRI. " It is the
most reﬂective view
of the size and trend
of the average grocery
store department, which
has historically been a

Shopkick survey
ﬁnds consumers
stockpiling more
than they were
in March
As COVID-19 cases are
surging across the United
States, the latest shopper
survey from Shopkick
suggests that consumers
are adjusting their
habits again.
Nearly half of
Americans (48%) are
more concerned about
the pandemic now than
they were a month ago,
leading shoppers to
stockpile essentials at

Source: Shopkick

61% of consumers are
stocking up on essentials.

higher rates than at the
start of the pandemic.
The key ﬁndings from
Shopkick's survey of over
8,000 from Nov. 23-25
consumers include:
x Steady Instore
Shopping: According
to 92%of Americans,
at least one person in
their household is still
purchasing essential
items from physical
stores, including big
box retailers (88%),
grocery stores (80%),
drug stores (61%),
dollar stores (54%),
club stores (43%),
and convenience
stores (30%).
x Consumer
Discomfort: Although
most are still shopping
instore, 36% of
consumers feel less
comfortable doing
so now than a month

An increasing number of consumers are concerned
about the pandemic as winter settles in.
supermarketperimeter.com

ago. In fact, almost half
of Baby Boomers (47%)
say they are taking
fewer store trips per
week than one month
ago, compared to Gen
X (43%), Millennials
(38%), and Gen Z (38%).
x Stockpile Spike:
Sixty-one percent of
consumers say they
are stocking up on
essentials like toilet
paper (87%), food
items and water (85%),
cleaning supplies
(67%), hand sanitizer
(61%), medicine and
medical items (48%),
and pet supplies (37%).
This is a noticeable
jump from the ﬁrst
wave of COVID-19
in March, when a
Shopkick survey found
that less than half of
consumers (47%) were
stocking their pantries.

RAFAEL BEN-ARI - STOCK.ADOBE.COM, MERCATUS

the

challenge across code
types and packaging
methods. Ultimately,
we are providing access
to the most granular
insights surrounding the
who, what and where
of fresh foods, and a
singular integrated view
of the entire food and
beverages business with
more attributes than ever
before. "
http://www.supermarketperimeter.com
Supermarket Perimeter - January 2021

Table of Contents for the Digital Edition of Supermarket Perimeter - January 2021
