NEWS7 March 2019

Nielsen in alliance for cannabis measurement

FMCG New business News North America

US – Nielsen has joined forces with Headset, a data and analytics firm for the legal cannabis industry, to deliver insights into the US cannabis market for FMCG companies.

Cannabis plant_crop

Nielsen is developing a cannabis measurement suite to help companies monitor the legal cannabis space to better mitigate threats and identify future opportunities.

The Nielsen and Headset alliance uses Nielsen’s consumer research 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 catalogue, dictionary, demographic and purchase dynamics.

This joint initiative dovetails Nielsen’s recent acquisition of Cannabiz Consumer Group, a consumer insight group specialising in studying the impact of marijuana legalisation on CPG consumer spending and shopping behaviour trends.

Jeanne Danubio, president of Nielsen, North America said: “This is a noteworthy time to enter the legal cannabis measurement space. We believe that Headset is the right partner to complement our services, as we provide a complete view into the legal US cannabis market for our CPG clients.”  

The first output of the Nielsen and Headset relationship will be The US Cannabis Market Pulse Report, giving an  overview of the legal recreational cannabis space from its infancy through to 2018, including key market dynamics, cannabis-interested consumer perceptions and motivations, and insights into cannabis purchase dynamics and tendencies relative to CPG categories. 

Additionally, Nielsen and Headset will be developing a full suite of capabilities for the Canadian market where cannabis was legalised nationwide in October 2018.