Share Growth

A large mass merchant was underperforming in the frozen seafood category despite overall category growth in the market.


IRI’s shopper insights and collaboration program led to a 20% sales lift and an 80 bps category share gain for the retailer


The client was aware of sales leakage to other retailers, but finding the root cause was complex, requiring in-depth analytics and a wide variety of data assets.

IRI used a custom Liquid Data private cloud solution, combining both point-of-sale data and comprehensive shopper insights, to analyse:
  • Share trends and drivers: who is winning and losing in the market and why
  • Division performance: custom store-by-store view of sales, assortment, share, shopper trends, conversion, share of wallet, and leakage
IRI’s analysis discovered that the retailer’s core shoppers were spending more at five competitors due to better selection, pack size variety, and merchandising activity.
IRI worked with a core supplier to implement three key recommendations:

Introduce new flavour profiles to increase consumer preference coverage
Launch new, smaller pack sizes missing from the retailer’s assortment to meet customer demand
Add a special holiday promotion program to drive category awareness


The retailer's sales improved by 20% vs the prior year. The majority (93%) of the retailer’s divisions outperformed the rest of the market, growing market share by over 80 basis points in just six months.
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