New York, NY — May 28, 2015 — Nielsen launched the 2015 Global Trade Promotion Landscape Analysis, the most comprehensive review of trade promotion ever conducted. This analysis extends Nielsen’s revenue management capability to support manufacturers worldwide in their critical decision-making processes surrounding trade spend optimization.
Globally, more than $500 billion is spent on trade promotions every year, with consumer product goods (CPG) manufacturers often investing 20% of their revenue in these programs. A three-year (2012-2014) trend analysis indicates that manufacturers are promoting more but getting less traction with consumers. This new analysis found that 59% of the trade promotions events in 2014 globally did not break even. Nielsen’s data visualization allows exploration of trade promotion performance by country, department and category.
“In any industry in order to be competitive, benchmarking is essential. We are excited to make it possible for manufacturers to benchmark their performance relative to their peers and the market as a whole,” says Rick Hall, senior vice president, Trade Promotion, Nielsen. “Understanding what’s working and what isn’t can help them become more strategic and ultimately get more from their trade investments.”
Nielsen explored the performance of 76 million trade promotion events for 5 million UPCs, from the 52 weeks of 2014 and totaling $750 billion in retail sales across multiple channels from seven countries: Canada, France, Germany, Italy, Spain, the U.K. and the U.S. With this wide-ranging data, Nielsen can accurately distinguish between poorly performing promotions and profitable ones and help clients to pinpoint improvement opportunities.
Nielsen N.V. (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90% of the world’s population. For more information, visit www.nielsen.com.