IRI and Kantar Worldpanel launch joint solution to offer accurate Discounter data for brand owners


Global insight leader, IRI, has launched its Discounter solution, the most comprehensive and insightful data set in the market. In the first of its kind, IRI has entered into a joint agreement with Kantar Worldpanel to take the solution to manufacturers looking to increase their share of the discounter channel, set to grow to as much as 20% of the overall retail market within the next five years (source: IGD, June 2015).

Discounter data will be included within IRI’s EPOS-based InfoScan database aligned with Kantar Worldpanel databases and will cover the entire discount market, including hard discounters, like Aldi and Lidl, and high street and bargain discounters like Poundland (and the recently acquired 99p Stores), Poundworld, Home Bargains and Farm Foods.

“As the retail sector undergoes a fundamental shift, with shoppers set to increase the amount they spend with discounters over the next few years, the launch of our Discounter market read will provide fast, accurate data and actionable insight to help manufacturers develop their business strategies for the discount channel,” according to Tim Dummer, head of grocery and health & beauty at IRI.

“Understanding what is happening within the Discounters and across other retail formats to their own products, and more importantly, benchmarked against competitors is absolutely critical for brand owners today, especially as the discount channel looks to incorporate more and more brands into their stores. This will enable brands to quickly and effectively develop their pricing strategies, as well as their promotional and marketing activity, and help them to negotiate with and manage Discounters better.”

Tim Kidd, managing director UK & Ireland at Kantar Worldpanel, saids: “The unique combination of Kantar and IRI provides a total market read for the very first time, delivering the most comprehensive set of data in the market, combined with granular insight. Previously it was impossible for manufacturers to get a single source of data like this. It means they can now save time, money and reduce any errors in product mapping, while making decisions quicker – vital in such a fast moving sector.”

Customers will be able to receive Discounter data as value, unit and volume sales, looking back over three years, and for four week, 12 week and 52 week time periods.