Mars partners with IRI to stay ahead of consumer trends

Mars has appointed IRI as its key data and analytics partner for market measurements across the Australian market for its pet care and food divisions.

Proudly family-owned for more than 100 years Mars has more than 125,000 employees in 80 countries around the world. 

In Australia, Mars Petcare produces well known pet foods such as Pedigree, Whiskas, and Optimum. Mars Food covers many well-known brands such as Uncle Ben’s, Masterfoods, Dolmio, and Kan Tong.

Mars has a strong commitment to technology, research, and innovation, and providing high quality products for people and their furry companions. IRI will become Mars Food and Mars Petcare’s primary data and analytics partner in Australia.

Patrick Hughes, Commercial Manager for Mars said the IRI partnership will help to create a 360-degree view of the brand’s shoppers.

He said that the company’s objective is to emerge from 2021 smarter, more flexible and more in tune with the changing preferences of Australian consumers.

“The market has obviously undergone a dramatic shift over the last 15 months, so Mars wants to stay ahead and not only shift with it – but to influence it,” he said.

“IRI will play a significant role in guiding us through the end of the pandemic and the post-COVID era as well.  IRI’s Shopper Panel, which is the largest in Australia, will be an enormous help to Mars in figuring out where Australian shoppers are going in 2021 and beyond. This partnership will enable us to use our resources most effectively and direct them towards opportunities for our company.”

Alistair Leathwood, Chief Commercial Officer, Asia Pacific, for IRI, said: “Mars has a reputation for designing and implementing new technologies that allow them to maintain their position as market leaders. Their partnership with IRI is just another example of this.”

Leathwood believes that IRI is well-positioned to provide Mars with the insights and expertise the brand is seeking to drive growth and inspire organisational change.  

“What most businesses tend to do during recessions is to pull back on research and innovation. However, it’s well established that recessions are the most important time to understand your customer. Why? Because that’s when they are least predictable. If you want to go where consumers are going, you need to have a good grasp of the market. You need to know at a granular level what shoppers are thinking and where they are shopping.”

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