Insights

Upsizing, Shrinkflation, Premiumization

Drawing from Nielsen BASES’ history of testing over 200,000 new products and over 40 years of forecasting, we have a clear understanding of consumer demand and the impact that price and package changes have on that demand. Throughout our experience, we have identified a few strategies that have...

Win the Retail Tech Race by Winning Women’s Trust

If brands want to win the technology race, they need to focus on using technology as an enabler of humanity and use it to build trust and connection in this world. That’s because trust is at the epicenter of the decisions that women—and all consumers—make.

Diamonds in the Rough: Navigating the Many Pathways to CPG Success

It’s time to break repetitive cycles of lackluster innovation management. Companies are spending excessive amounts of capital supporting weak products, and it’s clear that CPG companies need better insight into what successful innovations look like before thinking about supporting them with...

Navigating the Turbulence of Tariffs

Tariffs have dominated headlines since March 2018, when the U.S. first announced the beginning of a series of tariffs affecting several industries, sectors and countries. With more potential tariffs on the horizon, how can brands and retailers position themselves to react to the turbulence tariffs...

The 5 New Must-Dos of Marketing

Digital channels now capture over half of all advertising spending in the U.S. Understanding that marketing has changed doesn’t mean you know how to navigate the new landscape or what others in the field are doing to keep up.

Nielsen 2020: 10 On-Premise Predictions for the New Year

In the coming months and year, expect to see an increase in spirits with no alcohol. There will be a greater variation in products to appeal to different drinkers. On-premise creativity will continue to fuel alcohol-free cocktail menus and bars across the country.