Nielson Archives

Anne-Marie FischerAugust 1, 2019

Cannabis was featured in Nielsen Company’s Total Consumer Report 2019, with the data and information company predicting the sales of cannabis consumer packaged goods to rise 5x that 2018’s sales.

They forecast that the sales of all legalized cannabis products in the U.S. could reach $41 billion by 2025. This includes all products manufactured from the marijuana plant and the hemp plant and all compounds derived from cannabis sativa.

This was just one tidbit of information revealed in the report and the accompanying analysis entitled “Brace for Impact: CPG Cannabis Sales to Rise by the Billions”. Through these reports, Nielsen gave some interesting insights into the cannabis market and “cannabis-interested” consumers, especially when comparing how the industry has evolved from 2014, when cannabis was legal only across two states, to 2018, when legalization has become more widespread.

During this time period, as more types of product and methods of consumption became available, people’s tastes in how they were consuming became more diverse. In 2014, 77% of legal consumers were buying flower, compared to 48% of sales being attributed to flower in 2018. Vapor pen sales rose from 4% to 19% over this time period. Edibles remained relatively stagnant with a respective 9% and 11% of sales in 2014 and 2018. “Other formats”, like capsules, beverages, topicals, and tinctures rose from 10% to 22%.

There has also been a significant brand explosion over the last 4 years that can’t be ignored. In 2014, only 166 cannabis brands existed, compared to the 2650 that now make up the cannabis industry’s brand roster, growing 7x in 4 years.

Not only did Nielsen dig into consumer data to attempt to predict the future of the cannabis industry, but they also released some interesting data-based insights on the average “cannabis-interested” U.S. citizen:

They are 2x more likely to have tobacco products in their household, with cannabis-interested adults making up 65% of the population who is trying to quit smoking. 41% of which would consider using cannabis for smoking cessation;
They are 41% more likely to drink beer, with 1 in 5 cannabis consumers saying they spend less on store-bought beer as a result of consuming cannabis;
They are 36% more likely to have neck and back pain, with 65% of cannabis-interested consumers using over the counter pain medications to manage pain, and 35% of that group considering using cannabis as a replacement to these OTC medications;

Nielsen is a worldwide data and information global research firm that provides marketers reliable and objective information on marketing and sales program. Most widely known for the “Nielsen Ratings”, an audience measurement system, Nielsen also provides data and information for demographics, CPG and retail, and markets and finances.

StaffMarch 12, 2019

MARKHAM, Ontario, March 12, 2019/AxisWire/ Today Nielsen, Headset and Deloitte announced a strategic alliance that will provide key stakeholders in the cannabis space with critical market insights to understand federally regulated cannabis consumption and sales in Canada. The alliance will bring various data-driven offerings to the market which will allow businesses in the cannabis industry to make informed decisions for their business and customers.

The alliance members bring together data and insights that will provide real-time market intelligence for the cannabis industry and allow clients to monitor the competitive landscape, identify opportunities and stay ahead of industry trends as never before. In addition, clients will be able to easily explore pricing, category, segment, shopper insights, and brand trends to help discover opportunities in the marketplace to drive success in the evolving legal cannabis market.

“Our clients—from life science and retail, to financial institutions and government—are all looking for the same thing: information to drive action and growth,” says Jennifer Lee, Deloitte Canadapartner, who leads both the Consumer Advisory and Analytics Practice, and the Cannabis sector for the firm in Canadaand globally. “We want to see our clients succeed, which is why this alliance is so important. With this strategic alliance, we are bringing together the top organizations in the consumer and cannabis space, because we know that insight-driven organizations are more successful. When Canadian businesses succeed—from cannabis entrepreneurs to our largest clients—our country succeeds.”

With Canada becoming the first G7 country globally to legalize recreational cannabis, an entirely new industry has opened up bringing opportunity, innovation and entrepreneurship; as well as, some unknowns. With this alliance, actionable data insights from consumers and retail outlets will provide a competitive advantage to clients looking to understand the cannabis market to ensure they are executing fundamentals as effectively as those in traditional fast-moving consumer goods categories.

“As the cannabis industry heats up in Canada,it is critical that organizations leverage data to drive informed decisions in this fast-moving and rapidly developing space,”says Cy Scott, CEO, Headset. “With this strategic alliance,we are able to provide clients with unprecedented access to insights that facilitate their success in this new market that is rich with opportunity.”

“With cannabis legal across Canada, it is imperative that those involved in the industry and those looking to join, have real-time market intelligence available for the cannabis industry,” says Mike Ljubicic, Managing Director, Nielsen Canada. “This strategic alliance, along with our full suite of complementary cannabis tools, will help our retail and manufacturing clients and those looking to enter the market, to monitor the evolution of legal cannabis in Canada. Understanding the cannabis space is important to mitigate threats and identify future opportunities, as it will impact categories across the FMCG landscape.”

ABOUT DELOITTE
Deloitte provides audit & assurance, consulting, financial advisory, risk advisory, tax and related services to public and private clients spanning multiple industries. Deloitte serves four out of five Fortune Global 500® companies through a globally connected network of member firms in more than 150 countries and territories bringing world-class capabilities, insights and service to address clients’ most complex business challenges. To learn more about how Deloitte’s approximately 264,000 professionals—9,400 of whom are based in Canada—make an impact that matters, please connect with us on LinkedIn, Twitter or Facebook.

Deloitte LLP, an Ontariolimited liability partnership, is the Canadian member firm of Deloitte Touche Tohmatsu Limited. Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/aboutfor a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms.

ABOUT HEADSET
Headset is the leading cannabis data and analytics provider, turning retail data into real-time market insights. Identify opportunities in the emerging cannabis market by discovering the segments, brands, and products that are resonating with consumers, and/or understand market trends to better recognize and mitigate potential threats to your existing business. Powered by real-time transaction data from retailer POS systems along with a proprietary product catalog and dictionary, Headset provides an unprecedented view into this emerging market. For additional information, please visit www.headset.io

ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.

For further information: Gillian Mosher, Nielsen, gillian.mosher@nielsen.com, 647-282-9714; or Rosie Mattio, Headset, rosie@rosiemattiopr.com, 646-415-7902; or Marilyne Plouffe, Deloitte, mplouffe@deloitte.ca, 514-393-5471, http://www.nielsen.com

StaffMarch 6, 2019

Forms U.S. Alliance with Leading Cannabis Analytics Provider, Headset to Deliver Cannabis Insights to CPG Manufacturers

NEW YORK, March 6, 2019 /AxisWire/ Today Nielsen (NYSE: NLSN) and Headset, the leading data & analytics service provider for the legal cannabis industry, announced the formation of 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.

The Nielsen and Headset 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 unprecedented 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 sight into consumer attitudes, product preferences, use occasions and future intent tied to consumer interaction points within CPG categories. Collectively, this powerful 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 leading consumer insight group that specializes in studying the impact of marijuana legalization on CPG consumer spending and shopping behavior trends.

“Nielsen has a history of providing leading-edge analytic services for emerging categories and industries, and we are taking a similar approach with the introduction of our comprehensive suite of Cannabis related insight services,” said Jeanne Danubio, President of Nielsen, North America. “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 U.S. cannabis market for our CPG clients. We look forward to enabling their ability to measure, predict and activate against well informed, cannabis insights.”

“Embarking on a strategic alliance with Nielsen, the world’s leading market intelligence company, is great validation for not only the work done at Headset but for the cannabis industry overall,” said Cy Scott, CEO of Headset. “By combining Nielsen’s level of expertise on analytics services with the Headset platform, we can better support the first of its kind cannabis industry developing within the U.S.”

The first output of the Nielsen and Headset relationship will be The U.S. Cannabis Market Pulse Report, an industry report that will provide a thorough overview of the legal recreational cannabis space from its infancy through 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 legalized nationwide in October 2018.

ABOUT HEADSET
Headset is the leading cannabis data and analytics provider, turning retail data into real-time market insights. Identify opportunities in the emerging cannabis market by discovering the segments, brands, and products that are resonating with consumers, and/or understand market trends to better recognize and mitigate potential threats to your existing business. Powered by real-time transaction data from retailer POS systems along with a proprietary product catalog and dictionary, Headset provides an unprecedented view into this emerging market. For additional information, please visit www.headset.io

ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.