Reviewed at the dnaunion Press Conference: Price Change Analysis of Six Essential Household Commodities

Press Conference on "The Importance of Data, Analytical Knowledge, and the Role of Educational Centers in Enhancing Marketing Standards" Held

What Happened in the Iranian Household Basket? — Reviewed at the dnaunion Press Conference

The press conference of the “dnaunion” group was held with the presence of journalists from mass media and the group’s managers: Naser Pashapour Nikoo, CEO of the group; Mohammad Mousavi, CEO of the Etesal Image Communication Agency and member of the board of directors of the group; and Kamyar Emami, CEO of the Today Market and Media Research Company “emrc.”
At this event, the research report titled “What Happened in the Iranian Household Basket?” was presented, and subsequently, the managers responded to the questions raised by the journalists.

Naser Pashapour Nikoo, CEO of the dnaunion group, stated in this conference:
“Since last year, due to internet disruptions, businesses operating in the field of marketing technology and advertising have faced challenges. Given the new circumstances and in line with our group’s social responsibility, dnaunion announced its readiness to support businesses and startups in the marketing and advertising field. This support has been offered in the form of consultation, investment, and provision of physical facilities. One of the supported startups was ‘Cabinet,’ which has high potential. This investment led to Cabinet continuing its path, and today we share a report prepared by this startup and its application with you.

Cabinet is a marketing technology (MarTech) application designed to collect household purchasing data. It helps us closely track consumer purchasing trends. Households join this app and record their purchases by scanning barcodes. The data collected provides significant support to businesses in identifying consumer needs, changes in purchase volumes, purchasing power, or shifts in consumer preferences.

Now, let’s review the report prepared by the Cabinet application. According to this report, in Spring 2023 (Spring 1402), the average price per product decreased compared to Spring 2022, but the total number of products purchased increased because households are buying in smaller volumes. This has resulted in an increase in the frequency of purchases.

Based on the analysis in this report, we found that in the first three months of Spring 2023, the volume of purchases of ready-made sandwiches increased by 4%, canned goods by 8%, cakes, cookies, and peanut butter by 39%, and packaged/frozen vegetables and mushrooms by 46%. In contrast, the volume of purchases of cleaning products, processed meats like sausages and cold cuts, honey, tissue paper, sunscreen, baby food, and coffee decreased.”

He continued by pointing out the replacement of some products and said:
“It seems peanut butter has replaced honey, and the increase in ready-made sandwiches has replaced purchases of sausage and cold cuts. Additionally, there is a growing interest in energy drinks, while doogh (a traditional yogurt drink) has seen a decline. Following the rise in oil prices, it appears that there is a growing tendency to buy air fryers, and purchases of white meat have replaced red meat. Overall, the current Cabinet report presents an image of an event, not the entirety of what has happened in the market.”

After the presentation of the research report, Naser Pashapour Nikoo, CEO of the group, along with Mohammad Mousavi, CEO of Etesal Image Communication Agency and member of the board of directors, and Kamyar Emami, CEO of the Today Market and Media Research Company (emrc), answered the journalists’ questions.

Naser Pashapour Nikoo, CEO of the dnaunion group, in response to the question of how to access the Cabinet application, stated:
“In research, it is very important that the sample group matches the social class of the city and society. Therefore, the households who are members of Cabinet were selected by a research team. This number of households, referred to as a panel, represents a realistic sample of society. However, since November 2023, we have announced public membership in Cabinet in order to form a larger community called the ‘data cloud.’ The cloud data and panel data are regularly compared. Gradually, we will move the panel toward cloud-based data collection.”

Later in the session, Pashapour spoke about dnaunion’s investment domain:
“In 2016 (1395), dnaunion launched the Av Innovation Center to invest in marketing, advertising, and tech-driven market research startups. The Av Innovation Center specifically operates in the MarTech and AdTech domains. MarTech is a less recognized field in Iran that needs more attention.”

Regarding the challenges of using data in businesses, Pashapour said:
“Several factors have created this challenge. One of them is the understanding and use of data in decision-making by business managers. A lack of data comprehension leads to wasted investments by businesses. In fact, the more competitive the market becomes, the more businesses will focus on data. Overall, we are on a difficult path toward changing the culture of using data by businesses, but we hope this culture improves day by day.”

Mohammad Mousavi, CEO of Etesal Image Communication Agency and member of the dnaunion board of directors, stated in this meeting:
“The dnaunion group consists of 11 companies, all of which focus on advertising, market research, and marketing. Currently, we have invested in 14 startups and launched them into the market. In fact, these startups operate in the MarTech field. Furthermore, from the beginning of dnaunion’s establishment, we have had a close focus on data and information collection. However, since 2016 and the launch of the Av Innovation Center, we have intensified our investment in startups in our domain.

In the field of market data, we have provided the product XPOS to businesses. In the domain of tracking consumer habits, we have the Cabinet platform and HHP. In media capabilities, we offer products like Oham (outdoor advertising) and XTrim, which monitors TV program visibility. And in the field of monitoring, we provide Ad*x, one of our group’s oldest products, to businesses. All of these products have been developed on technological platforms and are now available to businesses to help them optimize their marketing and advertising budgets.”

Kamyar Emami, CEO of the Today Market and Media Research Company (emrc), regarding whether the Cabinet data is useful for chain stores, said:
“Households who are members of Cabinet also report their shopping locations. Therefore, the data collected by Cabinet can also be useful for chain stores.”

Emami further explained the XPOS tool, which collects shopping point data:
“Data collection through XPOS started in the 2000s at emrc. This information is gathered from various product groups with different sales cycle periods in 24 major cities of Iran. Overall, X*POS provides businesses with insights on daily market events, competitor market shares, product distribution, and more. Data and information are vital tools for better strategic decision-making by marketing and sales managers. The information presented translates consumer behavior for businesses. The culture of using data is growing due to the younger age of business managers, and currently, many Iranian businesses are also using data—this is what encourages us to continue on this path.”

What Happened in the Iranian Household Basket? — Reviewed at the dnaunion Press Conference

Share this:

Related News

Innovation: Vital Force of Civilization

For the First Time in Iran Eshareh Company Receives SMETA Standard

Eshareh Receives Third Superior Trophy from Huawei