Massimo Zanetti leverages IRI's thought leadership to identify new coffee opportunities

July 30, 2021

Retail media company IRI and coffee roaster Massimo Zanetti Beverage USA said they have identified new growth opportunities by employing IRI’s COVID-19 resources and expertise as consumer behavior continues to evolve. Chock full o’Nuts, Hills Bros., Kauai Coffee, Segafredo Zanetti, MJB and Chase & Sanborn are among MZB-USA's nationally recognized retail brands.

Consumer behavior has been volatile since the onset of the COVID-19 pandemic in early 2020, which has required CPG companies to quickly and continuously adapt, said IRI. The media company said that MZB-USA, along with other CPG companies of all sizes, has stayed connected to consumer trends using its online COVID-19 Data Dashboard, which allow users to track changes in relevant metrics such as consumer demand, inflation, product supply and others in real time.

Additionally, MZB-USA leveraged IRI’s COVID-19 thought leadership resources to provide further perspective on the trends shown by the dashboards. As consumers emerge from the pandemic, IRI’s resources are helping MZB-USA continue to uncover critical insights to win in the marketplace, such as forecasting expected sales impact in its retail businesses, rebalancing shopper marketing efforts to capitalize on growing digital targeting and activation opportunities and optimizing brand strategy online to invest in greater digital shelf presence at top partner retailers.

“The IRI team approach, which provides tailored access to a variety of consumer behavior tools, enables MZB-USA to gain insights that allow us to pivot our business resources against top priorities in the rapidly changing consumer products landscape," said Susan Lambert, who heads MZB-USA's shopper marketing and customer insights. "IRI’s COVID-19 Dashboard provided MZB-USA with more specific insights into the bifurcation of financial impact, which informed MZB-USA’s planning in both the premium coffee and private label coffee retail businesses.”

The IRI COVID-19 Info Portal and Data Dashboard provides a suite of resources to help CPG manufacturers and retailers understand and navigate the continuing effects of the COVID-19 pandemic.


[Image: IRI]
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