Food Marketing Institute and Nielsen announced today the formation of a strategic analytic alliance to uncover comprehensive insights on the digitally engaged food shopper. According to a press release, results from this multi-year initiative will focus on current and future digital shopping behaviors, incorporating perspectives from top retailers, CPG manufacturers and technology providers, along with extensive consumer research by FMI and Nielsen.

“Fundamentally, we know the impact of digital on grocery shopping is significantly and quickly growing, which is creating a real urgency to explore the emerging technologies shaping the new norm in food and consumer products shopping,” says Mark Baum, FMI chief collaboration officer and senior vice-president of industry relations. “We’ll explore with Nielsen how a new generation of technology-enabled digital collaboration — including format, supply chain, and information capabilities — will be required for seamless engagement with the grocery customer. Connected commerce will become the norm.”