A leading manufacturer of frozen, refrigerated, and shelf-stable food, wanted to drive growth in their dinner-related brands by creating retailer-specific strategies to grow the dinner eating occasion.

Across engagements, IRI has helped deliver up to 10% gains in share growth for manufacturers and 3-4% for retailers via integrating occasion-based strategies and tactics.

The Challenge
Creating an eating occasion-based strategic platform that uncovers influences and drivers of meal planning and shopping required mining millions of data points (eating occasions, store-level purchases, product trips and attitudes) analysed across multiple levels: overall, by store, by segment / target, and by household.
A team of IRI experts -- including leaders within the strategy consulting practice, the Hendry market structure team, and client insights professionals with specific category leadership expertise -- and the manufacturer took a highly differentiated approach that linked several analyses:
  • Analysed 700,000 eating occasions to understand what is made for dinner and what drives dinner decisions
  • Evaluated 56 million products purchased
  • Analysed 11 million product trips to understand trip types and drivers
  • Surveyed 2,800 shoppers to understand how dinners are planned and what influences dinner decisions
The analysis revealed the key drivers that influence dinner decisions, the relative importance of each, and how they translate to purchasing behaviour.
IRI worked with the manufacturer to develop compelling strategies for retailers to drive growth across the dinner occasion. Recommendations included:
Leverage displays at retailers with multiple meal solutions on a set schedule.
Engage aisle management and organization that solves for specific needs.
Deploy in-store and out-of-store shopper marketing activities.

The Result
Consumer-centric dinner occasion strategies are estimated to deliver up to 4% share gain for Retailers and 10% share gain for Manufacturers. Occasion-based solutions are also 50% more effective than traditional item promotions.
Growth Delivered
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