Niq Global Intelligence Plc · NYSE:NIQ
Niq Global Intelligence — NIQ Omnichannel Acceleration Webinar (December 2025)
37 slides from Niq Global Intelligence's conference presentation, December 2025
Slide 1: Omnichannel Acceleration
Omnichannel Acceleration Data-Driven Strategies for Brands & Retailers NielsenIQ OmniCommerce Dec. 2025 © 202 5 Nielsen Con sumer LL C. All Rights Reserved. Confidential and prop rietary
Slide 2: The North America Omni Landscape
The North America Omni Landscape Confidential and prop rietary © 202 5 Nielsen Con sumer LL C. All Rights Reserved. 2
Slide 3: The omni landscape today
The omni landscape today eCommerce, omni, and digital innovation have increased the pace of change in retail Shoppers today have vastly more options than even 5 years ago In-store In-store In-store only In-store + Online Omnichannel Today Source: NIQ Confidential and prop rietary © 202 5 Nielsen Con
Slide 4: Seven omni touchpoints retailers and brands must keep top of mind
Today, there are seven omni touchpoints retailers and brands must keep top of mind Last mile Retail (warehouse shelf to consumer) (online and in-store) 7 1 Metaverse Direct-to-consumer (virtual commerce and retail) 6 2 (brand website, social media, apps) 5 3 B2B Marketplace (selling direct to other
Slide 5: Online is driving almost all industry growth today
Online is driving almost all industry growth today Online sales growth rate 3X that of total CPG Sales growth rate vs YA Dollar Sales Growth vs YA 12.2% $67.0B $56.1B Online Sales Represent 4.0% 83.7% $10.9B of Total CPG 0.9% Dollar Growth Online Total In Store Total Online In Store Source: NielsenI
Slide 6: Online is meaningfully taking share from store-based retail
Online is meaningfully taking share from store-based retail eCom growing across almost all departments Total Online and In Store Share Department Online and In Store $ Performance $ Share and $ Change vs YA Online $ Share of Total Department Sales $ % Chg vs YA Online In Store 70.3% $1.22T In Store
Slide 7: Almost all shoppers are omni shoppers
Almost all shoppers are omni shoppers Almost all CPG buyers recorded Online purchases in latest 52 weeks CPG Buyers Composition In Store Buyers Online Buyers 94.7% of CPG Buyers bought through Online Channels 6.9M 123.6M 0.2M Online Sales Penetration increased +5.5pp vs YA Source: NielsenIQ Panel On
Slide 8: Omnichannel behavior exhibited by must-win demographics
Omnichannel behavior exhibited by must-win demographics L52 Week Share of Buyers by: Generation Education Level Household Income 16% 11% 14% 15% 21% 21% $150,000+ Gen Z (Born 1995 32% 39% 39% 12% 12% or later) College Graduate / 23% 32% 17% $100,000-$149,999 Post College Graduate 11% 12% Millennial
Slide 9: Omnichannel shoppers are the most valuable shoppers
Omnichannel shoppers are the most valuable shoppers In Store Only Buyers Omnichannel Buyers Online Only Buyers L52 Week L52 Week L52 Week Value: $13,879.39 Value: $16,871.82 Value: $16,570.97 Units: 2,909 Units: 2,771 Units: 2,263 Occasions: 380 Occasions: 363 Occasions: 285 Source: NielsenIQ Panel
Slide 10: Omnichannel behavior associated with increased retailer loyalty
Omnichannel and online shopping behavior associated with increased rates of retailer loyalty Occasion % Loyalty by Buyer Channel Behavior In Store Only Omnichannel 17.5% 16.4% 8.3% 8.6% 5.3% 5.6% National Big Box Retailer 1 National Big Box Retailer 2 Large Regional Grocer Source: NielsenIQ Panel On
Slide 11: eCommerce growth supported by buyers, value per buyer, and occasions
eCommerce growth supported by buyers, value per buyer, and occasions per buyer Online environment with more favorable shopper dynamics than in-store Consumer Performance, In Store vs. Online In Store Online Consumer Consumer Performance Performance Buyers: 131M Value per buyer: $11.20K Buyers: 124M
Slide 12: Online drives larger $ baskets with less units
Across departments, online drives larger $ baskets with less units Food the only department with higher units per occasion online than in-store Units per Occasion by Department L52 10.4 8.4 7.4 Units per Occasion 5.5 increased +0.7% In Store 3.4 3.0 2.3 2.2 1.7 2.4 2.5 2.3 1.9 and 1.9 1.9 2.0 +1.3%
Slide 13: US online shoppers favor small trips
US online shoppers favor small trips Consumers still overwhelmingly use online trips for spearfishing (1-3 items per trip) Share of spending by trip type In-store: US market Total omni: US market Online: US market Spe arfishin g ( 1-3 Items / Trip Fill-in (4-11 Ite ms / Trip) Stock-up (12 + Items /
Slide 14: Top selling categories grow at faster rates than average CPG
Top selling categories grow at faster rates than average CPG Growth is driven by top categories in Health-Beauty, Pet, Food, Home and Baby Care departments, with $202.3B accounting for 39.3% of Total Online sales. Top 20 CPG Categories by Online Dollar Sales in L52 $ % Chg YA 25.8% 23.4% 23.5% 22.2%
Slide 15: Categories at varying places on eCommerce adoption journeys
Categories are at varying places on their eCommerce adoption journeys Physical retail remains dominant in food, but categories such as Health & Beauty, Home, and Pet see online as more relevant Top 20 CPG Categories In Store and Online Dollar $ Share in L52 14.4% 25.5% 21.3% 34.6% 33.9% 42.8% 41.8%
Slide 16: Top Channels & Retailers
Top Channels & Retailers Confidential and prop rietary © 202 5 Nielsen Con sumer LL C. All Rights Reserved. 16
Slide 17: Amazon dominating US retail landscape
Amazon dominating US retail landscape Only warehouse club rivals CPG Sales performance by Channel L52 Weeks Channel Value Share Value and Units performance vs YA Channel Value Shr Value Shr Chg YA Units % Chg YA Grocery Store 27.6% -1.2pp 30% Mass 21.8% -0.6pp Amazon Amazon 18.6% +1.8pp Warehouse Cl
Slide 18: Amazon predominantly a third-party commerce platform
Amazon predominantly a third-party commerce platform Understanding 1P versus 3P dynamics critical for fully understanding your category 1P vs. 3P Sales Share Amazon Sales Performance by Department Amazon Value and Units performance vs YA Unit Chg YA 35% 30% HEALTH & BEA UTY CA RE (1P ) $94.4B $153.4
Slide 19: Amazon has mighty food ambitions in 2026
Amazon has mighty food ambitions in 2026 Amazon 1P will soon be a $15 billion a year food business Amazon 1P Food Sales, 4 Week Periods Amazon 1P Food Sales Annualized Run Rate $14,000 $13,056 Millions $12,000 $10,000 $9,171 $8,000 $6,000 $4,000 $2,000 $764 $779 $877 $855 $881 $956 $970 $1,078 $1,01
Slide 20: Almost all channels growing meaningfully online
Almost all channels growing meaningfully online Amazon and Mass retailers remain dominant in eCommerce, with slight growth from Club, Beauty Supplies, Home improvement and Drug Store CPG Online sales performance by Channel L52 Channel Value Share Units % Chg YA Value and Units performance vs YA 70%
Slide 21: Key Capabilities for Success
Key Capabilities for Success Confidential and prop rietary © 202 5 Nielsen Con sumer LL C. All Rights Reserved. 21
Slide 22: Shipped and delivery the dominant fulfillment modality
Shipped and delivery the dominant fulfillment modality More than 83% of Online sales are Shipped and Delivered Online sales Delivery type by Quarter Pickup Shipped and Delivered $141.0B $124.7B $127.5B $22.3B $122.8B $114.0B $117.2B $20.1B $108.6B $20.5B $102.5B $104.4B $19.9B $99.0B $19.3B $19.5B $
Slide 23: Pickup more relevant to alcohol, food, and household care
Pickup more relevant to alcohol, food, and household care orders than other departments Different shopper missions as well as differing fulfillment challenges (e.g., perishability) drive pickup usage Online sales Delivery type by Department L52 Pickup Shipped and Delivered $197.1B $15.4B $108.6B $39
Slide 24: Further growth found in commercializing social media
Further growth found in commercializing social media, although the US trails Global Adoption expected to grow substantially Have you ever purchased a product directly through any of these social media platforms? Total Global United States 64 43% of US Gen Z say that they have bought something direct
Slide 25: TikTok Shop already a highly relevant commerce channel
TikTok Shop already a highly relevant commerce channel HBC categories dominate, but strong growth also being seen elsewhere TikTok Shop Top 15 Super Categories by L52 Weeks Sales $ Sales $ % Chg vs YA $1,200 300% Millions $1,000 $959 250% $800 200% $597 $600 $545 $535 150% $335 $400 100% $258 $184 $
Slide 26: Retail media will enable retailers to offset costly omnichannel operations
Retail media will enable some retailers to offset costly omnichannel operations Driven by Estimated Margins by Operating Area Evolution of Consumer Expectations 80% CPG Retail Media Technological Spend Projections Development $27 billion 30% By 2026 Retailer Profitability 17.9% 2-Yr Needs 3% Forecas
Slide 27: AI has the potential to transform shelf strategy
AI has the potential to transform shelf strategy A new, even more challenging competitive environment Number of visible SKUs Physical Shelf 50+ SKUs Digital Shelf 5+ SKUs Mobile Shelf 4+ SKUs AI Controlled Shelf 1-2 SKUs Digital Maturity Source: NIQ Digital Shelf Confidential and prop rietary © 202
Slide 28: Fulfillment speed will be a major competitive battleground
Fulfillment speed will be a major competitive battleground Shoppers becoming accustomed to same-day delivery in some areas Total US eCommerce Avg. # of Days from Order to Delivery Total US eCommerce Avg. # of Days from Order to Delivery by Department, 2024 4.2 The pace of change is accelerating rapi
Slide 29: Actions to Take
Actions to Take Confidential and prop rietary © 202 5 Nielsen Con sumer LL C. All Rights Reserved. 29
Slide 30: Strategic prioritization requires accurate opportunity measurement
Strategic prioritization of numerous business models, channels, retailers, and capabilities requires accurate opportunity measurement Test Prioritize High Growth High Growth Low Scale High Scale Sales Growth Monitor Maintain Low Growth Low Growth Low Scale High Scale Total Sales Scale Source: NIQ Co
Slide 31: Distribution must be considered with price and pack size
Distribution must be considered in coordination with price and pack size in an omni environment Retailer Exclusive Tailored Distribution Exclusive → National National Products that launched in a specific Products that launched Products that launch in 1 channel or subset of channels, Products that la
Slide 32: Retail Media needs to be integrated into Joint Business Planning
Retail Media needs to be integrated into Joint Business Planning Collaboration & Partnership Execution Accountability Knowledge Sharing 1. OOS & Distribution 1. Keywords volume 2. Campaign compliance 2. Key Audiences 3. Case Studies Optimizing True ROAS Protection & Exclusivity 1. All KPIs in calcul
Slide 33: Reach shoppers through attributes, ingredients, and benefits
Reach shoppers through attributes, ingredients, and benefits Better ForTM is a bellwether of wellness trends and consumer priorities $ % Chg. YA | Food & Beverage 20% Total Food & Beverage F&B - Better For 15% F&B - Ultra-Processed Top F&B MFRs* 10% 5% Inflation drove short-term shifts from wellness
Slide 34: Retail media alone does not guarantee success
Retail media alone does not guarantee success, multiple other drivers contribute to eCommerce performance Anonymized Case Study - Business Drivers Level of Importance (%) on Sales Series11 Retailer Series2 2 Retailer 27% Digital Shelf Management Retail Media Management 22% 19% 14% 14% 14% 12% 11% 11
Slide 35: Don’t neglect digital shelf fundamentals
Don’t neglect digital shelf fundamentals Availability Visibility Attractiveness Performance Market Share Share of Wallet OOS Assortment Search Media Content Ratings & Price & Distribution Organic Reviews Promotion Online/Offline Index Hero SKUs Paid 80% of in-basket products appear in the top 10 res
Slide 36: Your next steps
Your next steps Here are the top six actions CPG leaders can take today to shore up their omni strategy: 1 2 3 4 5 6 Champion Accurately Internally continue Drive digital shelf Integrate Begin optimizing Omnichannel measure retailers, building omni excellence to sustainability for an AI powered inte
Slide 37: Thank you!
Thank you! © 202 5 Nielsen Con sumer LL C. All Rights Reserved. Confidential and prop rietary
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