Market research leader Nielsen has created a new report highlighting hidden opportunities in the grocery fresh perimeter.

Nielsen’s Total Food View offers information on both UPC and fresh random-weight products beyond the bounds of a specific category or aisle, creating opportunities for fast-moving consumer goods (FMCG) marketers to tap into the $177 billion fresh and perishable foods market, according to the company.

"Fresh plays a crucial role in driving consumer traffic and loyalty,” says John Tavolieri, president of U.S. FMCG and retail and chief technology and operations officer for Nielsen. “To win shoppers over, fresh has to be integral to a broader, more connected total store approach that goes beyond category management. With a Total Food View, marketers can capitalize on adjacencies, reveal unseen competition and make cross category connections to uncover business blind spotsenabling the ability to better meet the demands of today’s highly selective and savvy consumers who are looking to lead healthier lives.”

According to the June Total Consumer Report from Nielsen, fresh categories within the U.S. are now driving nearly 49% of all dollar growth across the FMCG brick-and-mortar landscape.