Nielsen, the New York City-based market intelligence company, and Charlotte’s Web Holdings Inc., a cannabidiol (CBD) brand, have formed an analytic relationship. Together, Nielsen and Charlotte’s Web will help guide the U.S. retail market for consumer packaged goods (CPG) companies through the evolution of the CBD space. Mirroring the changing tide happening across the U.S. retail and CPG industry, this new relationship marks an open and symbiotic relationship that is forming between the emerging CBD industry and the U.S. retail and manufacturing community.
Charlotte’s Web, a maker of hemp-CBD extract products, is leveraging its product knowledge and category vision with this new relationship, which will provide unprecedented visibility into market-leading trends, highlighting segments, brands and products that are resonating with consumers in the CBD market. This alliance also will provide insight into consumer attitudes, product preferences, use occasions and future intent tied to consumer interaction points within CPG categories, which will help establish Charlotte’s Web as thought leaders and category captains of the hemp CBD category.
“We are thrilled to be entering a long-term alliance with Charlotte’s Web, a clear pioneer in the CBD industry,” said Susan Dunn, president, U.S. sales at Nielsen. “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.”
The announcement with Charlotte’s Web comes as Nielsen develops a full suite of cannabis measurement capabilities, inclusive of strategic alliances such as the one with Headset, a data and analytics service provider measuring and analyzing the legal cannabis dispensary channel.
“This is a game changer for hemp CBD retail analytics,” said Deanie Elsner, CEO of Charlotte’s Web. “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.”