The partnership is intended to help retailers and manufacturers better understand the change driven by digital technologies in the food marketplace. 

The multi-year initiative will look at current and future digital shopping behaviours, incorporating perspectives from retailers, CPG manufacturers and technology providers, as well as 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," said 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."