What to do when you lack of consumer data?

For FMCG brands today, some market data is over-documented while other areas remain true black boxes: this is the case for "out-of-home" consumption.

"Out-of-home" or "away-from-home" distribution channels include: institutional catering, fast-food establishments, restaurants, bars, nightclubs, but also cinemas, service stations, convenience stores, etc.

Today, it is relatively easy for a brand to analyze its sales in GMS (large and medium-sized retailers). Most retailers provide access to precise point-of-sale data by SKU and by store. This is a goldmine for brands, enabling them to analyze their sales in these outlets with great precision:

• the success of one product over another,
• the impact of a promotional campaign,
• their performance relative to a competitor or their category,
• the seasonality of their sales,
• etc.

Brands can therefore make strategic decisions based on highly precise real-world data.

Conversely, measuring "out-of-home" product distribution remains very challenging for brands, as these points of sale are rarely operated on a large scale, and the collection of sales data is almost impossible. These data can be partially captured via point-of-sale data from "wholesale" stores (Promocash, Metro), but subsequent distribution remains a black box.

However, these channels represent significant outlets for certain FMCG segments: non-alcoholic beverages, snacking, spirits, etc.

One way to circumvent this data gap is to gather consumer data, meaning to precisely survey consumers to understand their purchasing and consumption habits within these channels.

Thus, DataLift utilized Episto's technology to capture, through a quantitative study, consumption practices in these specific channels.

In this study, we discover:

• the most frequented out-of-home purchase locations
• the out-of-home purchase locations with the highest conversion rates (purchase vs. visitation)
• out-of-home vs. GMS penetration of the top 10 brands
• and many other insights...

To access it, contact DataLift and receive the complete study results for free!