NPD Launches Distributor-Based Foodservice Tracker

US-based consumer intelligence specialist The NPD Group is launching what it describes as 'the foodservice industry's first monthly sales tracking service with broad distributor coverage'. 'SupplyTrack' will cover all products shipped from major distributors representing 70% of the broadline market.

The service will allow foodservice distributors and manufacturers to benchmark and track their market performance by product and operator segment based on actual sales from major broadline distributors to each of their foodservice operators. SupplyTrack will roll out this summer with initial categories. Participating distributors will automatically receive detailed monthly reports on all categories, while manufacturers can subscribe to categories of interest.

NPD says users can assess performance relative to their (aggregated) competitors, track brand performance and measure the impact of promotions. President and COO Karyn Schoenbart comments: 'SupplyTrack represents a landmark step enabling increased collaboration and fact-based business practices in the foodservice industry. With robust and detailed sales data measuring the majority of the broadline marketplace in the US, distributors and manufacturers will have greater ability to understand market dynamics, anticipate trends, and identify opportunities for growth.' Ann Roberts, who will lead the new service as President, adds: 'The current situation is that foodservice manufacturers do not know how the overall market is trending, where their products are going, or how their competition is performing.'

Web site: www.npd.com .