IRI and HRB Brands Partner to Drive Category Growth

HRB Brands identifies significant pockets of growth through an enhanced understanding of its consumer segmentation and shopper purchase behaviors

IRI®, a fast-growing, global leader in innovative solutions and services for consumer, retail and media companies, today announced HRB Brands LLC (HRB) is utilizing IRI’s deep category segmentation and demographic profiles to guide its path forward for both its legacy brands and newly acquired personal care brands purchased from Helen of Troy in June 2021.

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“IRI’s shopper insights solutions have enabled HRB Brands and other mid-market retailers and manufacturers to develop a deeper understanding of their consumers”

“Our success leans heavily on the insights and tools IRI provides. We are the David among the giants in our categories. IRI helps us compete day in and day out within established segments and channels as well as in new ‘whitespace’ opportunities we’ve discovered,” said Jim Daniels, chief executive officer for HRB Brands. “HRB Brands is on a significant growth trajectory with our retailers. Consumer and economic trends are in our favor, and with IRI’s help we expect to reach our goals faster than was possible before.”

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Through the partnership, HRB Brands has utilized IRI’s Unify® visualization platform, which brings together multiple, disparate data sources to identify emerging market trends and opportunities. Unify offers a single access point to all IRI Liquid Data® solutions, which aggregate and visualize point-of-sale and de-identified consumer panel data to provide a holistic view of consumer trends and purchase behavior in real time.

“IRI’s shopper insights solutions have enabled HRB Brands and other mid-market retailers and manufacturers to develop a deeper understanding of their consumers,” said Robert Porod, executive vice president of Mid-Market National for IRI. “By gaining new insights into demographics, segmentation and purchase behaviors, IRI has helped HRB Brands successfully identify opportunities to drive innovation to best connect its portfolio of brands with the varying needs of consumers.”

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