Real-time and Efficient FMCG Market Analysis: Innovating with flipflow

With the evolution of data analytics, digital tools have become a key alternative. FMCG companies are seeking access to real-time data to make more agile and strategic decisions, so they need tools that can facilitate this objective.

This article first analyses the essential datasets for understanding the FMCG sector. It then delves into how these tools improve market analysis, highlighting the advantages of platforms such as flipflow for integrating disparate data and improving decision-making efficiency.

In a previous article, we explored traditional market reports from large consultancies; this time, we will see how these new solutions represent a crucial evolution in the sector.

Key Data for Understanding the Market and Ensuring Data Quality

Market analysis in Fast-Moving Consumer Goods (FMCG) is based on four main data types. Sales data are fundamental to understanding demand, evaluating the performance of brands and products, and understanding consumer preferences. These can be divided into: EPoS data, collected by intermediaries such as Nielsen or IRI from retailers; direct data, provided by retailers’ own platforms such as Walmart or Amazon; and hybrid data, which combines the two previous sources.

We also have consumer data, obtained through surveys, panels or online tracking. They provide insights into preferences, habits or attitudes and allow for market segmentation and strategy adjustments.

Digital Shelf data are essential for monitoring and managing product presence on online platforms, ensuring consistency of content, pricing and promotions.

Finally, external and macroeconomic information allows consideration of factors such as inflation, the competitive environment and government statistics, which directly affect pricing strategy and consumer purchasing power.

market reports data

To ensure the quality of this data, its geographic coverage should be assessed to analyse regional differences; its timeliness to respond to market changes; the accuracy and reliability, as incorrect data can lead to errors; depth, to obtain detailed information on sales and consumer behaviour; and its compatibility, i.e., ease of integration with other sources for a more complete analysis.

New Market Analysis Tools

With digitalisation, new market analysis tools have emerged that allow for more agile, detailed and personalised access to data. These tools, often based on big data technology or artificial intelligence, are transforming how companies access and use information.

Advantages of Digital Market Analysis Tools

Digital market analysis platforms offer several advantages that overcome the limitations of traditional reports:

  • Real-time access: Unlike traditional reports, which can take weeks to compile up-to-date data, digital platforms offer a real-time view. This allows companies to respond quickly to changes in demand and adjust their market strategies.
  • Personalisation: These tools allow reports to be personalised according to specific needs, selecting the most relevant data for your business and discarding irrelevant information. This is particularly valuable for companies seeking to differentiate themselves in niche markets or wishing to implement personalised marketing strategies.
  • Reduced cost: In general, digital tools are much more affordable than traditional market reports, which democratises access to valuable data, especially for small and medium-sized companies.
  • Detailed data: Through the analysis of large volumes of data, these tools provide insights that are more detailed, allowing companies to access information on niche markets, individual purchasing behaviours and emerging trends.

digital market reports

Flipflow as an Innovative Solution for FMCG Market Analysis

In this context, flipflow is presented as an advanced digital platform that allows FMCG companies to efficiently integrate and analyse data from multiple sources. This tool stands out for several reasons:

Integrating Disparate Data

Our Retail Data Platform allows not only real-time market data, but also integrates data from multiple sources and performs cross-analysis. All this taking into account the internal logic and terminology of your company and your teams, without investing time in drawing conclusions. The ability to combine data from different sources on one platform facilitates the creation of customised and detailed reports.

Real-time Data Access and Trend Analysis

Flipflow not only provides real-time data, but also allows the review of trends and developments to improve FMCG assortment. By understanding the entire market, detecting patterns and trends, the platform helps these companies to anticipate demand and adapt their strategies.

Intuitive Interface and Customisable Dashboards

The usability of flipflow allows all teams in your business to visualise data clearly and simply. Our BI Data Explorer is fully customisable and ensures that each team only accesses the information relevant to their area of work. In addition, you can automate the sending of reports and alerts so your teams don’t miss anything.

Support and Scalability

Flipflow is a suitable platform for companies of different sizes and sectors. It offers scalable solutions that allow the platform to be adapted according to the growth and needs of each organisation.

Data Integration as a Key Strategy

While traditional market reports provide a level of detail and rigour that remains relevant for in-depth analysis, digital tools like flipflow offer the speed and flexibility demanded by today’s competitive environment. For example, while a traditional report might provide an overview of trends, flipflow allows you to see this data in real time and automatically adjust it to make decisions based on the current market situation.

Digital platforms do not completely replace the robustness of traditional data. But they do offer a crucial competitive advantage in terms of agility and personalisation. The key to a successful FMCG market analysis strategy lies in efficiently integrating the numerous currently available data sources in an agile manner. Having an integrated analysis tool like flipflow will make your company’s day-to-day operations easier. Only through its use will companies be able to obtain a complete view of the market and make informed decisions that allow them to stay ahead of the competition, maximise results and meet the changing demands of consumers.