Chicago-based IRI is continuing to deepen its strategic relationship with Nature Nate’s Honey Co. by helping it meet customers’ needs, collaborate with retailers and, ultimately, achieve category growth.
While the honey category achieved 30 percent growth in 2020, Nature Nate’s outpaced the category with 45 percent growth in dollar sales for the 52 weeks ending Feb. 21.
“Data and insights are key to unlocking our consumers’ shopping behaviors and purchase decisions,” said Nathan Sheets, founder and CEO of McKinney, Texas-based Nature Nate’s. “Investment in IRI’s in-depth consumer decision tree analysis empowered us to best assist our retail partners in elevating their honey sets. We also repositioned the brand to assist consumers in understanding our value, allowing us to evolve with consumers, achieve further growth and secure our position as category captains.”
“We use IRI’s data and insights to help inform and educate retail partners on how consumers are making purchase decisions and shopping the honey category,” said Drew Rzezutko, SVP of sales for Nature Nate’s. “By identifying what is important to consumers, such as purity and taste, we are able to collaborate with retailers more effectively, develop targeted campaigns and meet customers’ needs at the shelf and digitally.”
In addition to using consumer analysis to uncover opportunities in emerging trends and growth drivers, Nature Nate’s also leverages the IRI Market Advantage solution on the Unify visualization platform for market measurement and access to a broad level of marketplace insights.
“IRI’s tailored, technology-driven data and analytics solutions, which are designed to aid manufacturers of all sizes, helped Nature Nate’s find new avenues of growth during a very challenging year,” said Robert Porod, EVP of Mid-Market National for IRI. “Nature Nate’s has been a valued partner since 2012, and I’m thrilled to share that IRI will continue to play a role in the company’s growth trajectory, as we’ve extended our partnership with a new multi-year agreement.”
