An Introduction to Syndicated Data: What Food Brands Need to Know

If you’re building a food brand, you’ve probably heard terms like Nielsen, SPINS, or Circana (formerly IRI) tossed around in conversations with investors, retailers, or advisors. These companies provide what’s known as syndicated data, also called scan data, and for anyone trying to grow in the grocery industry, understanding it is essential.

But what exactly is syndicated data, and why does it matter for your business?

What Is Syndicated Data?

Syndicated data refers to retail sales data collected at the point of sale (POS), in other words, what shoppers actually buy, scanned at the register. Companies like Nielsen, SPINS, and Circana aggregate this data across thousands of retailers, from large chains to independents, and make it available to manufacturers, retailers, and investors.

Unlike proprietary sales reports that you might get directly from a retailer (like Walmart or Whole Foods), syndicated data provides a bigger-picture view of the category, helping you understand how your brand performs relative to competitors.

Key Players in Syndicated Data

• NielsenIQ – A global leader in retail measurement, covering conventional grocery, mass, drug, convenience, and club channels.

• SPINS – Best known for its focus on natural, organic, and specialty products, SPINS is often the go-to for emerging better-for-you brands.

• Circana (formerly IRI) – A major player in CPG data, Circana offers deep insights into shopper behavior, pricing, promotions, and retail trends.

Each has slightly different strengths, but together they provide a comprehensive view of how products move through the U.S. food system.

What Syndicated Data Tells You

Syndicated data allows you to track:

• Sales Volume & Dollar Sales – How many units are selling, and at what total value.

• Velocity – How quickly your product sells on a per-store basis (one of the most important metrics for category managers).

• Market Share – How much of the category you own compared to competitors.

• Pricing & Promotions – Average retail prices, promotional lift, and discounting strategies.

• Category & Channel Trends – Which categories are growing, and where (e.g., natural channel vs. conventional grocery).

  
  

Why It Matters for Food Startups

For emerging brands, syndicated data can feel expensive and overwhelming—but it’s often the currency of credibility with retailers and investors. Having access to this data helps you:

• Prove product-market fit with real-world sales.

• Make smarter decisions about pricing, pack size, and promotions.

• Benchmark against competitors to see where you stand.

• Build a stronger story for retail buyers who expect data-driven pitches.

  
  

Getting Started

If you’re a smaller brand, you don’t always need to invest in a full subscription right away. Consider:

• Using retailer portals (many provide limited syndicated data access).

• Working with brokers or distributors who may already subscribe.

• Exploring SPINS or Nielsen “emerging brand” programs that provide scaled-down, more affordable access.

  
  

The Bottom Line

Syndicated data is more than just numbers; it’s the language of the grocery industry. By understanding what Nielsen, SPINS, and Circana measure and how to apply it, you’ll be better prepared to compete, negotiate, and grow strategically.

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At Savvy Food Marketing, we specialize in helping global and domestic food brands expand, scale, and thrive in the U.S. market. From category insights and brand positioning to retail strategy and go-to-market execution, we provide the expertise and support you need to stand out in a competitive landscape.

Ready to elevate your brand’s impact and growth? Contact us today and let’s build your path to success.