NPD, Nielsen Sign Housewares Market Information Agreement

The NPD Group has signed a market information services agreement with Nielsen for housewares retail market data.

The combination of Nielsen’s market information, which will include sales data from food and drug channels, with NPD’s existing housewares business will allow the latter to deliver a more complete view of the housewares marketplace, NPD officials said.

“With more robust information, our clients will have an even better understanding of changing consumer tastes and retail dynamics,” said Karyn Schoenbart, president/CEO of NPD. “We’re continually striving to deliver the most complete market data as well as data-driven insights that give our clients a winning advantage.”

As a part of the agreement, NPD will be adding several categories to its housewares industry coverage. Kitchen gadgets, food storage and information on the portable/travel beverageware segment will now be available. The addition of these growing categories to NPD’s tracking portfolio will provide the industry with a much needed read on several current trends, company officials said.

In addition, NPD will add census retail sales tracking for food and drug retailers to its core Retail Tracking Service. The new data will be integrated with NPD’s existing service for a market view covering all major retailers and representing approximately 85% of U.S. retail sales for housewares.