Research Topics:

Brand Equity | Brand Share Studies | Promotion Dev./Evaluation Studies

Industry/Market Focus:

Beverage | Convenience Store | Retailing

Content Type:

Glossary

A.C. Nielsen Retail Index Definition

A market measurement tool created by Nielsen (formerly AC Nielsen) that provides continuous tracking of retail sales for fast-moving consumer goods (FMCG) such as food, beverages, household items and personal care products.

A.C. Nielsen Retail Index is a market measurement tool created by Nielsen (formerly AC Nielsen) that provides continuous tracking of retail sales for fast-moving consumer goods (FMCG) such as food, beverages, household items, and personal care products.

What is the A.C. Nielsen Retail Index

• A syndicated retail audit service that monitors what products are being sold at retail outlets.

• It covers sales volume, value, distribution and market share across different brands, categories and regions.

• Data is collected from a panel of retail stores (e.g., supermarkets, convenience stores, drugstores) and then extrapolated to represent the larger market.

What does the A.C. Nielsen Retail Index tell you?

• How much of a product is selling (volume).

• How much money it’s generating (value).

• Which brands are gaining or losing market share.

• Which stores and regions drive sales growth.

• Effectiveness of promotions, pricing, and distribution strategies.

Why is the A.C. Nielsen Retail Index useful?

• Manufacturers use it to understand category trends, competitor performance and to adjust marketing/production.

• Retailers use it to negotiate with suppliers and manage shelf space.

• Marketers and analysts use it to measure ROI of campaigns and identify growth opportunities.

What are examples of how to use the A.C. Nielsen Retail Index?

If you’re Coca-Cola, the AC Nielsen Retail Index can show you:

• How Coke vs. Pepsi are performing in Midwest supermarkets vs. convenience stores nationwide.

• Whether your new flavor launch gained significant distribution and share.

• How much of your sales increase came from new buyers versus existing customers buying more.