SPINS, IRI Dive Deeper into Consumer Behavior in Natural Channel

Photo © iStockphoto.com/dlewis33

Market researchers SPINS and IRI have launched a new tool designed to take the depth of consumer insight pioneered in conventional-channel analysis and apply it to natural-channel data.

Combining loyalty shopper data, SPINS’ natural product attribution database, and IRI’s Consumer Panel of more than 100,000 consumer panelists, the new consumer research tool is designed to provide a “comprehensive and expanded view of consumer shopping habits” in the natural channel.

“The combined effort integrates survey responses with of-the-moment buying behavior, layered with SPINS’ unique market segmentation,” SPINS explained in its announcement. And while such detailed insights were previously reserved to conventional-channel analysis, companies may now be able to gain the same level of insight from natural-channel shopping patterns.

“As our relationship with SPINS continues to grow, we’re very excited to join forces with them to provide the first consumer research solution for the natural channel,” said Andrew Appel, CEO of IRI. “We can now offer that must-have comprehensive and expanded view of consumer shopping habits and bridge the gap between trusted conventional channel tools and the burgeoning opportunity of the natural channel.”                            

“This is an exciting addition to our IRI partnership,” said Tony Olson, CEO of SPINS. “Not only are we collaborating on a new and innovative program, we are also launching this with a valued retail partner and progressive leader in the natural retail space, Sprouts Farmers Market.”

Sprouts, a SPINS partner since 2011, will be the first retailer to take advantage of the new research tool.

“Sprouts will leverage these sophisticated tools that combine the strengths of both conventional and natural channels,” said Kim Coffin, vice president of non-perishables at Sprouts. “We believe this new solution will better inform our category management decisions and help us deliver with precision what Sprouts consumers want.”

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Michael Crane
Associate Editor
Nutritional Outlook Magazine
michael.crane@ubm.com