The partnership will see Nielsen’s market measurement and Homescan Consumer Panel data combined with Label Insight’s cloud-based product attributes. It will mean attributes such as nutrients, ingredient properties and allergens will be available for 80% of US food, beverage and non-food retail sales.

Nielsen said it would mean CPG companies and retailers had better understanding of product trends to could make faster, informed data decisions to grow sales.

Chris Morley, president, US Buy, Nielsen, said: “With the ability to examine products beyond marketing claims and explore derived ingredient properties, this enhanced offering helps to deliver a fuller view into consumer shifts across total retail grocery and goes beyond what is currently available in the marketplace.

“As consumer demand for product transparency continues to grow, it’s increasingly important to offer consumers a detailed view of products and ingredients. With over 1000 different variations for a single ingredient, this highly detailed information will enable our clients to have the information they need to win with today’s health-conscious consumer."

This new service will be available in Q1 2017, followed by non-food categories (personal care, beauty care, household care, vitamins/supplements and pet food) in Q2 2017.