The topic of harmonizing data across global markets is not one that consumers think about. But to consumer product manufacturers, marketers and economists, it is an issue fraught with challenges, as variations in barcodes, brand names, packaging and sizes make it extremely difficult to obtain reliable comparisons from country to country. Take the simple product chocolate sprinkles:
In the U.S. and Belgium, they are used as toppings for cakes or ice cream. In the Netherlands, however, they are used as a sandwich spread. Likewise, compote is a dessert in southern Europe and a meal accompaniment in northern Europe. While the actual product consumed may be the same, when and how it is used can cause the product to be categorized differently.
Read more about how manufacturers can overcome the challenges of categorizing products around the world and drive better decisions in the latest edition of Consumer Insight.