Case Study: American Food and Beverage Company boosts household penetration and trip spend with Numerator Promotions Intel and Insights

Numerator Promotions Intel + Numerator Insights uncovers multiple growth opportunities for a brand at a retailer

American Food and Beverage Company, one of the top five food and beverage companies in North America, worked with Numerator to understand how a retailer’s increased focus on private label and competitor brands was affecting its category performance. Using Numerator Promotions Intel and Numerator Insights, the company needed to measure how the retailer’s shift away from featuring its brand changed shopper behavior over the prior year.

Numerator helped the company compare promo and non-promo weeks using promotional and shopper insight data. The analysis showed the brand’s features were flat while category features grew 2%, but during promo weeks household penetration was 2.3x higher, 43% of households were more likely to repurchase, and shoppers spent about $0.50 more per trip. Numerator also identified a non-promo threat: 51% of shoppers were buying the retailer’s private label brand, and 73% of those had previously bought the company’s brand, highlighting a meaningful risk to share.