Coca-Cola has secured its position as the top FMCG brand in Western Europe , excelling in the critical metric of shelf-to-purchase conversion, according to the inaugural Brand Traction Score by NielsenIQ (NIQ) .
This innovative measurement provides deeper insight for manufacturers and retailers into how effectively brands convert their shelf presence into real consumer purchases, shining fresh light on growth opportunities in an increasingly competitive FMCG landscape. What Is The NIQ Brand Traction Score? The
newly launched NIQ Brand Traction Score is designed to help FMCG brands and retailers break down the complex drivers behind brand growth.
By combining two of NIQ’s data pillars, the “Consumer Panel,” which tracks brand buying frequency, and “Retail Measurement Data,” which measures in-store product reach and assortment, the score reveals which brands turn mere visibility into measurable sales success..
A brand’s traction score directly reflects the number of purchase occasions each point of distribution generates. For instance , if a brand is available in 100 outlets and delivers 500,000 purchase occasions , its Brand Traction Score would be 5,000 , meaning each store listing converts to 5,000 purchases .
The higher the score, the more efficient the brand is at turning visibility into real, trackable sales…
