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NPD Launches Foodservice Usage Tracker in China
Consumer and retail specialist The NPD Group has rolled out its Consumer Reports on Eating Share Trends service (CREST) in the People's Republic of China, to track and offer insight on consumer purchases of commercially prepared meals and snacks in the region.
NPD conducted a CREST pilot project in early 2008 in seven of China's coastal cities, using focus groups and consumer diaries to gather behavioral and attitudinal data.
'Our purpose in launching CREST in China is to provide companies with an in-depth, ongoing understanding of how Chinese consumers use foodservice,' explained Bob O'Brien, Global SVP-Foodservice. 'Understanding actual consumer behaviour will help companies better weigh the opportunities and reduce risk.'
CREST collects daily information from an online panel of consumers about their purchases of meals and snacks. In addition to China, the service already tracks commercial foodservice usage in Canada, France, Germany, Italy, and Japan, and in 2007, NPD bought TNS's foodservice tracking businesses in the UK and Spain and integrated them into CREST.
Headquartered in the US in Port Washington, NY The NPD Group is online at www.npd.com .
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