After introducing the soft fruit and tomato monitor, crowdsourcing platform Roamler expanded its offering last year with a third weekly data monitor: the Fruit and Vegetable Monitor. Subscribers now receive weekly, up-to-date shelf information on peppers, cucumbers, aubergines, and courgettes from the UK and German markets, all presented in one dashboard. Specifically for this site, Roamler provides an output of the weekly monitor focusing on German hard discounters.
"Unlike the tomato monitor, which now operates in as many as 12 countries, we've taken a more selective approach with this fruit and vegetable monitor. We've strategically chosen to offer shelf information specifically from German and UK supermarkets. Compared to last year, we've noticed that in addition to players in the fresh produce chain—ranging from breeders to growers and marketing organizations—more large retailers are also purchasing our data," explains Christiaan Rijnhout. "What's new is that we now offer the option to buy smaller data sets, such as weekly data, instead of committing to an annual subscription."
"What sets us apart from other data monitors, whether focused on checkout or consumer data, is the extensive range of KPIs from which our data is collected," Christiaan continues. For fruiting vegetables, this includes criteria such as distribution, product type, product name, EAN code, package type, weight, brand, GLN, supplier, chain of custody code, freshness, organic classification, class, variety, facings, size, tier, KCB/EORI code, L-code, price, pepper mix, color, country of origin, GGN code, producer, quantity of peppers, number of peppers in traffic light packs, front image, back image, label image, price tag image, box image, and placement image.
"However, we are still dependent on the information provided on the packaging. If this data isn't included, we can't analyze it. This is inherently different for fresh produce compared to, for example, a bottle of cola, and the fresh produce sector is so specific that it's not always straightforward," Christiaan explains. "Thanks to input from the industry, we're able to provide our subscribers with highly targeted information. For instance, we now differentiate between supplier and producer based on GLN codes. This is particularly valuable as it reveals the entire supply chain behind the products. For example, for a traffic light pack of peppers, this data can include details about the three different growers involved."
"For this specific study, we summarized the weekly monitor for week 48, focusing on German discounters such as Lidl, Penny, Aldi Nord, and Aldi Süd. This monitor includes shelf information on (snack) peppers, (snack) cucumbers, aubergines, and courgettes," Christiaan shares. "Personally, I was once again surprised by the significant variety in countries of origin across different supermarkets, as well as the differences in their assortments. But I encourage everyone to explore the free output we've made available from this monitor!"
Click here to order the output
For more information:
Roamler Netherlands
Christiaan Rijnhout
Westerdoksdijk 411
Amsterdam
+31 6 15294869
[email protected]
www.roamler.nl