The global grocery industry is dominated by mass-market retail chains. At the national level in many countries, a large share of the grocery market is frequently in the hands of few retailers. While some amounts of buyer power are understandable and simply desirable for competitive advantage, the high level of concentration causes a growing imbalance of buyer power within the supply chain.
INS aims to help grocery manufacturers to bypass retailers and wholesalers and directly sell and promote their products to consumers.
They will decrease food miles, enabling consumers to unimpededly access local manufacturers, including farmers. INS will implement the effective “pull” system to reduce inventories and out-of-stocks that would decrease the food waste.
Further INS is targeting to replace trade promotions with a more personalized, direct and efficient marketing, thus driving grocery prices down and facilitating the effective direct interaction between manufacturers and consumers.