Nielsen in Label Insight Alliance

Nielsen has partnered with product data specialist Label Insight to help CPG clients understand the influence of labels that provide data about nutrients and other content, on what consumers buy, what manufacturers make, and how government organizations regulate.

The firms will develop and maintain a CPG industry retail and consumer measurement capability, incorporating food, beverage and non-food ingredients, nutrients, and US government regulated product attributes. Nielsen's market measurement and Homescan Consumer Panel data will be combined with Label Insight's cloud-based product features, to generate attributes - such as nutrients, derived ingredient properties, and allergens - for 80% of US retail sales. In addition, the alliance will identify trending ingredients, forecast their relevance five years ahead, understand competitive product formulation, and evaluate the impact of government regulations.

Ronak Sheth, Label Insight's Chief Customer Officer, says the partnership will enable brands and retailers to better respond to the increased demand for transparency, as consumers become increasingly sophisticated in purchasing decisions and define health in more varied terms, from gluten-free to low-sugar to sustainably sourced. Chris Morley, Nielsen's President, US Buy, adds: 'With over 1000 different variations for a single ingredient, this highly detailed information will enable our clients to have the information they need to win with today's health-conscious consumer'.

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