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Recent Posts

It's Still An FDMCD World - Vitamin Infographic


TABS Analytics completed its Vitamin and Mineral Supplements Study in May 2016. This third and final infographic in the VMS study below further highlights key findings, including:

  • FDMCD (Food, Drug, Mass, Club, Dollar Stores) continues to have the highest buyer penetration
  • But, Specialty attracts more heavier buyers
  • However, heavy buyers in general have been trending downward over the past 5 years


Click here to view as a PDF.


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How Cosmetics Marketing is Changing in 2016

TABS CEO Kurt Jetta joined Women's Marketing To Discuss Trends In Cosmetics Sales

Recently, TABS CEO Kurt Jetta was interviewed by Andrea Van Dam, CEO of Women's Marketing. The interview touched on several topics relating to how women shop and discover brands, including: 

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TABS 2016 Beauty Trendspotter

2016 Edition Special Points of Interest


  • Beauty Industry Trends
  • Social Media Trends
  • Beauty Specialty Retailer Updates
  • Natural/Organic Cosmetics
  • Ingredient Innovation
  • Marketing Trends
  • Consumer Insights



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Heavy Buyers Down - Vitamin Infographic


TABS Analytics completed its Vitamin and Mineral Supplements Study in May 2016. The infographic below highlights some of the key findings in the study, including:

  • How the mix of category buyers is changing
  • Which retailers saw shares increase
  • Which retailers saw shares decrease


Click here to view as a PDF.


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TABS Analytics Finds eCommerce Maintains Top Spot in Vitamin Category

Overall softening in vitamin sales due to fewer heavy buyers may spell trouble for growth ahead; Walmart, Target, Walgreens, Rite Aid, and Sam’s slip


Shelton, Conn. – May 25, 2016 – The online retail channel is the top outlet for sales of vitamin and mineral and supplements (VMS), hitting $2 billion and surpassing Walmart’s vitamin sales of $1.7 billion in 2016, according to the 2016 TABS Analytics Vitamin and Minerals Supplements study. Vitamin specialty, which includes Vitamin Shoppe and GNC, ($1.5 billion); Costco ($1.3 billion); and CVS ($1.2 billion) round out the next three largest outlets for annual VMS sales. TABS found that VMS sales were up three percent compared to 2015 and were being driven primarily by increases in pricing. TABS Analytics estimates the annual U.S. VMS retail market to be $12.8 billion.

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Tale of Two E's - Vitamin Infographic


TABS Analytics just completed its Vitamin Study in May 2016. The infographic below highlights some of the key findings in the study, including:

  • Trends in online vitamin sales
  • What product types are on the rise
  • And what product types are on the decline

Click here to view as a PDF.

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Over 20 Percent of Baby Product Purchases are Done Online



Baby Category is Big Business

TABS Analytics completed its first Baby and Infant Needs Study in March 2016 to better understand buying and outlet trends in the $30 billion baby category. The survey queried 2000 adults (18-75) and covered five baby segments, and 28 different types within the segments:

  • Baby seat and safety products (i.e. car seats, strollers, baby monitoring devices)
  • Baby feeding needs (i.e. cups, bottles, plates)
  • Diapers and accessories
  • Baby formula, food and drinks
  • Baby care (i.e. powders, ointments, lotions) 

TABS has developed a reliable survey methodology to analyze hard-to-get data, such as non-tracked sales channels. Data in these channels is often incomplete, inconsistent or both. One particularly difficult channel to analyze and model is online sales. Specialty outlets for baby products (like Toys"R"Us) can also be challenging. Using our proprietary algorithms, we’ve found a very reliable way to track both online and specialty channel sales. Importantly, we corroborate our survey results with panel and syndicated data.

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Kurt Jetta Wells Fargo Conference Call



Wells Fargo Trade Promotion Insights


This article is a summary of one that was published by Wells Fargo Securities, LLC in an April 2016 Food Equity Research Report.


Reduced trade promotion is a leading cause of soft CPG sales

Causation has been found to exist between trade promotion and retail sales, benefitting the baseline and driving incremental purchases. What’s seemingly a straightforward approach in appealing to consumers’ fundamental need for deals has been overcome by an increasing focus on full revenue sales by manufacturers. The reduction in trade promotion has been associated with a fall-off of incremental sales and softer baselines. Net, it may be in the manufacturer’s best interest to promote morerather than less, given the positive correlation with sales, the ability for trade promo to act as a barrier to entry, and to preserve share of shelf as a cost of doing business with retailers.

From the retailer’s perspective, the shift to loyalty cards has been met with muted incremental sales on deal. By contrast, the traditional approaches such as “everyday low prices” (EDLP) and circulars remain most effective in driving conversion. Dr. Jetta advocates for a renewed emphasis on traditional promotions and often, a larger promo spend rate, as helpful to end the five-year sales malaise having affected the consumables industry.

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High Income Buyers Affect Target, Wal-Mart in Baby Products Category


TABS Analytics completed its Baby and Infant Care Trends Study in March 2016. The infographic below highlights some of the key findings the study:

  • On average, high income purchasers bought twice as many baby product types as low income purchasers.

  • This income skew is allowing Target to close in on Wal-Mart in the baby products category.

Click here to view as a PDF.

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How Loyalty Card Programs Frustrate Consumers


 At TABS Analytics, we’ve done extensive research on retail and consumer loyalty card programs and how they can damage the promotional efforts of both manufacturers and retailers if not correctly managed. But what gets lost in the shuffle are such programs’ effect on customers. Many Loyalty card programs are consumer-unfriendly for a number of reasons.

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