Nielsen, Headset partnership measures cannabis market for CPG industry
This alliance will give insight into consumer attitudes, product preferences, use occasions and future intent tied to consumer interaction points within CPG categories.
Nielsen, New York, and Headset, Seattle, Wash., formed a U.S.-specific strategic alliance to deliver a read into the U.S. legal cannabis market for consumer packaged goods (CPG) companies. This move comes as Nielsen steadily develops a full suite of cannabis measurement capabilities, inclusive of strategic partnerships and beyond, to help CPG companies monitor the evolution of the legal cannabis space, and the potential impact of legal cannabis sales to better mitigate threats and identify future opportunities.
This alliance leverages the combined power of Nielsen’s consumer research capabilities with Headset’s real-time retail point-of-sale (POS) data for legal cannabis products in key legal/recreational use states, along with Headset’s proprietary product catalog, dictionary, demographic and purchase dynamics. This relationship will bring visibility into market-leading trends, highlighting segments, brands and products that are resonating with consumers in the legal cannabis market. This alliance will also give insight into consumer attitudes, product preferences, use occasions and future intent tied to consumer interaction points within CPG categories. Collectively, this suite of information will enable U.S. CPG manufacturers to more easily measure and predict the impact of cannabis on the CPG industry and strategize accordingly. The formation of this alliance dovetails Nielsen’s recent acquisition of Cannabiz Consumer Group, a Palatine, Ill.-based consumer insight group that specializes in studying the impact of marijuana legalization on CPG consumer spending and shopping behavior trends.