What to do when lacking Consos KPIs?

For FMCG and major consumer brands today, some market data is heavily documented while other areas remain completely opaque. This is especially true for the "out-of-home" (OOH) sector.

"Out-of-home" or "out-of-household" consumption refers to distribution channels such as catering, fast food, traditional restaurants, bars, and nightclubs, as well as cinemas, gas stations, and convenience stores.

Today, it is relatively easy for a brand to analyze its sales in supermarkets and hypermarkets. Most mass-retail chains provide detailed sales figures by SKU and by point of sale. This data is a goldmine for brands, allowing them to precisely analyze:

• The success of one product over another
• The ROI of a promotional campaign
• Their performance relative to a competitor or their broader category
• The seasonality of their sales

As a result, brands can make strategic decisions based on precise, empirical data.

In contrast, out-of-home product distribution remains notoriously difficult to measure. These points of sale are rarely centralized on a large scale, making sales data collection nearly impossible. While brands can partially capture this data through checkout records from wholesale stores (like Metro or Promocash), the actual distribution that happens afterward remains a black box.

Yet, these channels represent massive revenue streams for several consumer goods segments, such as non-alcoholic beverages, snacks, and spirits.

One effective way to bypass this lack of B2B data is to gather consumer data—specifically by surveying consumers to understand their purchasing and consumption habits within these channels.

To address this, DataLift leveraged Episto's technology to launch a quantitative study capturing consumer practices across these specific channels.

In this study, you will discover:

• The most frequented out-of-home purchasing locations
• The out-of-home channels with the highest conversion rates (purchases vs. foot traffic)
• Out-of-home market penetration vs. supermarkets for the top 10 brands
• And many other strategic insights...

To read the findings, contact DataLift today and receive the complete study results for free!