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The Nielsen Company to Launch a National Homescan Hispanic Consumer Panel


In a major step to help its clients develop more complete insights about the unique characteristics of the burgeoning Hispanic community in the U.S., The Nielsen Company today announced that it will launch a national Homescan® Hispanic Consumer Panel, with a research sample of 11,000 households. Nielsen also said it will expand its existing Homescan Hispanic Panel in Los Angeles from 1,500 to 2,500 households to provide Fast-Moving Consumer Goods (FMCG) manufacturers and retailers with more detailed views of the needs, preferences and shopping habits of Hispanic consumers. The announcement was made at Nielsen’s annual Consumer 360® Conference.

The Hispanic population is the fastest growing demographic group in the U.S., and is expected to reach the 50 million mark by 2010, continuing to grow in influence and purchasing power. Critically important to the FMCG market space, the Hispanic population will yield 18% of all U.S. households with children by 2010. Consumers belonging to households that elect to join a Homescan Consumer Panel scan all their purchases across all shopping outlets on a continuous basis.

“With this expansion, the Homescan Hispanic Panel becomes the only available national Hispanic scanner-collected longitudinal purchase panel,” noted Tim Kregor, president, Nielsen Homescan & Spectra, North America. “Now marketers will be able to measure detailed purchase patterns within the Hispanic population, and translate those insights into brand specific plans. This $1 trillion market is an undeniable opportunity that demands unique strategies for all leading brands.”

Panel expansion activity is already well underway and on track to be completed by December 31, 2007. The first client deliverables will be available by May 2008. In addition to the Homescan Hispanic Panel, The Nielsen Company offers other products and services for the FMCG industry highlighting the Hispanic market, including the Spectra HispanIQ® segmentation model and Target Track, which analyzes point-of-sale data from food, drug and mass merchandise stores, quantifying sales among Hispanic and African-American shoppers.


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