Nielsen Enters US Cannabis Measurement Market

In the US, Nielsen has partnered with Headset, a data and analytics service provider for the legal cannabis industry, to deliver insights on this market for CPG manufacturers. The firm has also revealed that it acquired Cannabiz Consumer Group last year.

The Nielsen and Headset partnership combines the former's consumer research capabilities with the latter's real-time retail POS data for legal cannabis products in legal/recreational use states. The partners will now provide data on trends, highlighting segments, brands and products that are resonating with consumers in the legal cannabis market, while providing information about consumer attitudes, product preferences, use occasions and future intent, tied to consumer interaction points within CPG categories. In addition, the pair will launch The US Cannabis Market Pulse Report, providing an overview of the legal recreational cannabis space, and jointly develop a full suite of capabilities for the Canadian market, where Cannabis was legalized in 2018.

The news follows Nielsen's previously undisclosed 2018 acquisition of marijuana market research and tracking firm Cannabiz Consumer Group, as Nielsen plans the development of a full suite of cannabis measurement capabilities. Jeanne Danubio (pictured), President of Nielsen, North America, comments: 'This is a noteworthy time to enter the legal cannabis measurement space. We strongly believe that Headset is the right partner to complement our services, as we commence in our commitment to provide a complete view into the important legal US cannabis market for our CPG clients'.

Web site: www.nielsen.com and www.headset.io .