I plead guilty to enjoying a cold beer or two, and I’ve watched with amazement as the decade-long bull market in the craft beer industry shows no signs of abating.
The Nielsen Company and Natural Marketing Institute this week announced a partnership that brings together two of their consumer analytical models to help marketers better understand the green marketplace.<br clear="none" /> <br clear="none" /> Nielsen, which owns <i>Sales & Marketing Management</i>, is integrating the NMI's Lifestyles of Health and Sustainability consumer segmentation model into its Bases system. The latter is a service that provides analytical and forecasting guidance for successful new product innovation. The partnership provides packaged goods marketers with key insights into product positioning, development pricing and green benefits associated with eco-friendly, natural and organic products. Health and sustainability products are currently a $200 billion-plus industry, according to the firms.<br clear="none" /> <br clear="none" /> Data, which is now available for analysis, allows marketers to determine new opportunities for developing brands, as well as existing products, and to identify which green categories are currently most relevant to consumers.<br clear="none" /> <br clear="none" /> "Sustainability is a macro trend that we believe will continue to grow, and this new offering will give our clients an important edge in developing winning initiatives in this space," says Rob Mooth, vp at Nielsen Bases. "This partnership is just another way to help our clients grow by successful innovation."