Nielsen, Charlotte’s Web Enter Analytic Relationship

New York, NY—Nielsen and Charlotte’s Web Holdings, Inc. have entered into an analytic relationship, according to a press release, with the intention of guiding the U.S. retail market for consumer packaged goods companies through the evolution of the CBD space.

The release says that “this relationship will provide unprecedented visibility into market-leading trends, highlighting segments, brands, and products that are resonating with consumers in the CBD market.” It will also, the release adds, provide into consumer attitudes and use occasions.

This comes as Nielsen develops a full suite of cannabis measurement capabilities, including strategic alliances like the one with Headset, a data and analytics service provider measuring and analyzing the legal cannabis dispensary channel.

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Susan Dunn, President of U.S. Sales at Nielsen, said in the release: “We are thrilled to be entering a long-term alliance with Charlotte’s Web, a clear pioneer in the CBD industry. Our mission is to work with the outstanding team at Charlotte’s Web to support and accelerate their growth by applying our breadth of data, insights, tools, and analytic assets.”

Deanie Elsner, CEO of Charlotte’s Web, said in the release: “This is a game changer for hemp CBD retail analytics. As the market leader in CBD, we have an obligation to advance objective data, purchase dynamics, and insights that can be leveraged by our retailers in the Food, Drug, and Mass channels. Nielsen is a trusted industry leader who was an obvious choice as our analytics partner. They provide unbeatable data and insights which will set the stage for one source of truth for the CBD category.”