Nielsen Canada has partnered with Deloitte and Headset in Canada to provide “critical market insight” into the fast-growing cannabis market. The partnership will provide FMCG companies with insights focused on consumption, consumer preferences, optimization, concept testing, package formatting, attitudes and innovation.

Richard Lee, vice-president of business development for Nielsen believes that it was important to have a level of understanding and expertise in the fast-moving category. “We felt that it was important that when we go to market to provide insights on [the cannabis] category that we had the right assets and the experience and expertise, that’s why we decided to create an alliance.”

A recent report released by Nielsen revealed that one-third of respondents aged 19 and over said that they would be willing to try cannabis if they could eat and drink it.