CHICAGO – 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 retail purchasing trends.
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, data-driven 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, definitively measuring the total size of the deli or bakery departments was difficult and varied greatly depending on data source and retailer. Integrating both fixed- and 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.
For the 26 weeks ending Dec. 4, the meat department added $7 billion more in sales compared to the same period in 2019. Additionally, the frozen department captured an additional $6.5 billion in sales based on the new Integrated Fresh view.
IRI predicts that fresh sales data for the recent Thanksgiving holiday will be a predictor for December holiday sales. Key insights from Integrated Fresh for the upcoming holidays include:
- Most shoppers will purchase holiday meal items at least seven days before the event.
- Pounds of meat sold will be flat to slightly down, but dollar and unit sales will be up in some categories as shoppers turn to smaller birds and portioned meat cuts.
- Holiday-related products, such as spices/seasonings, pie crusts, refrigerated dough and fresh vegetables like potatoes, salads and beans will post large dollar and unit sales increases as more families prepare holiday meals at home.
“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 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."
Integrated Fresh is currently available for point-of-sale data across IRI solutions, and the data definition will also be available in IRI’s multiple consumer and shopper assets, including frequent shopper cards and household panels in 2021. The data is updated weekly to capture the most accurate results.
