The Food Marketing Institute (FMI) and Nielsen are partnering to help the food industry better understand digital technologies.

The two are forming a strategic analytic alliance to uncover comprehensive insights on the “Digitally Engaged Food Shopper” in an effort to help both retailers and manufacturers better understand the changing marketplace. 

The multi-year initiative will focus on current and future digital shopping behaviors, incorporating perspectives from top retailers, CPG manufacturers and technology providers, along with extensive consumer research by FMI and Nielsen.

Mark Baum, FMI chief collaboration officer and senior vice president of industry relations says,

“Fundamentally, we know the impact of digital on grocery shopping is significantly and quickly growing, which is creating a real urgency to explore the emerging technologies shaping the new norm in food and consumer products shopping,” explains Mark Baum, FMI chief collaboration officer and senior vice president of industry relations.

He adds that the goal is to explore how a new generation of technology-enabled digital collaboration, including format, supply chain, and information capabilities will be required if companies are hoping to have a seamless engagement with grocery shoppers. 

“Connected commerce will become the norm,” Baum says.

Chris Morley, President of Nielsen U.S. Buy, says mobile and digital technologies are reshaping the food landscape. 

"[They are creating the immediate need for retailers and manufacturers to implement ‘connected commerce’ strategies to maintain retail relevance,” Morley says. “This analytic alliance between FMI and Nielsen will aim to better define the digital shopper and uncover deep insights on a topic that is strategically crucial for the industry.”

Initial survey findings of the FMI and Nielsen “Digitally Engaged Food Shopper” program will be available to all FMI members in 2017.  A preview of top line insights will be revealed at theFMI Midwinter Executive Conference in January 2017.