Nielsen Enhances Pet Retail Measurement
Nielsen Global Connect improved its Nielsen Total U.S. Pet Retail measurement.
The company will enhance the precision, granularity and frequency of its coverage of the growing neighborhood pet channel and will shift from annual to monthly updating of its pet retail universe, which is inclusive of both large chains and neighborhood retailers.
Combining pet specialty, e-commerce and the extended All Outlets Combined measurement universe of grocery stores, drug stores, mass merchandisers, select dollar stores, select warehouse clubs and military commissaries, Nielsen’s measurement of the pet landscape provides a comprehensive view into pet product purchasing and shopper behavior across multiple channels.
“The pet retail channel has expanded its footprint and sales in recent years, a shift that has been further cemented during the pandemic,” said Raha Alavi, senior vice president of retail services at Nielsen. “We continually strive to reflect the power of this growing industry within our measurement. With this latest enhancement, we are demonstrating our commitment to providing the most holistic view into pet measurement and improving ongoing coverage, thereby empowering our retail clients to make data-driven decisions to grow their business.”