Understanding and Leveraging NielsenIQ Data with Byzzer
Access to reliable data has become an essential lever for agri-food companies that want to stand out in the marketplace. Byzzer, NielsenIQ’s platform, provides business data on more than 60,000 everyday products in the United States. To demystify and simplify this data, Groupe Export offered its members two webinars in partnership with Cédric Bélanger, Business Partner – Small & Medium Enterprises Canada at NielsenIQ.
Better Understanding NielsenIQ Data
NielsenIQ data comes directly from retailers (major chains, grocery stores, pharmacies, Walmart, etc.) and reflects overall sales across the country. It helps track market trends, evaluate the performance of categories, brands, or products, and better understand consumer behavior.
From initiation to advanced analysis
The first webinar was designed for beginners and aimed to demystify NielsenIQ reports. During the session, Cédric taught participants how to read key indicators such as dollar sales, unit sales, tonnage, distribution, velocity, and market share. When properly interpreted, these metrics provide a clear picture of a product’s performance.
The exercise went beyond simply reading an Excel table. As Cédric explained, understanding the numbers also means learning how to tell a story with the data. For example, a brand may show sales growth but still lose market share if the category as a whole is growing faster.
Another key takeaway was how to calculate inflation using the data. While this figure doesn’t appear directly in reports, it can be deduced by comparing dollar sales growth with changes in units or tonnage. This simple but revealing exercise shows whether growth is truly coming from increased volume or merely from higher prices or a shift in promotional strategy. The training also highlighted the importance of distinguishing between national brand and private label data.
In short, this first module gave participants the ability to decode NielsenIQ reports and, most importantly, see them as a strategic tool. Behind every number, there’s a story to tell buyers, partners, or investors.
The second, more advanced webinar focused on transforming a simple Excel file into a true strategic compass. The goal: going beyond basic metrics to build a solid and credible diagnosis.
Using Excel-based reports, participants learned how to calculate additional indices themselves—whether to measure inflation within a category, assess performance by region (such as comparing Quebec with the rest of Canada), or analyze a specific segment to uncover hidden opportunities. Cédric recommended the “funnel” approach: start with a broad view of the category, then drill down into brands, formats, or specific UPCs to understand what drives observed trends.
Another key tool covered was regional development indices. By comparing a brand’s market share in Quebec with its national performance, companies can quickly see where they are “underdeveloped” and quantify potential opportunities. Finally, distribution analysis shed light on a frequently overlooked lever: the gap between market share and distribution share.
In short, this second module delivered an essential lesson: NielsenIQ data is not just a static snapshot of sales. When properly interpreted, it becomes a persuasive tool to convince a retailer, adjust pricing strategies, or prioritize the right formats.
Watch the Webinars to Learn More!
Would you like to access these webinars asynchronously? Groupe Export allows its members to watch them for free to deepen their knowledge!
To obtain the recording and presentation, simply contact Samira Silbermann, who will gladly provide you with access to the content.
Please note that the webinars are conducted in French.
Ready to Take Action?
Byzzer is particularly relevant for small and medium-sized enterprises seeking to validate market potential abroad, prepare a product launch, or convince a foreign buyer. The data can guide R&D, refine an export strategy, or strengthen the credibility of a pitch with partners.
NielsenIQ data goes far beyond an Excel spreadsheet! It is an essential tool for making strategic decisions and accelerating business growth.
Interested in purchasing a NielsenIQ data report? Contact your export advisor today!
Judith Ambriz
judithambriz@groupexport.ca
Frederic Moutama
fredericmoutama@groupexport.ca
Tanja Popovic
tanjapopovic@groupexport.ca