At A Glance
Noteworthy Characteristics
- Captures all consumer package goods purchase information, including both Universal Price Code (UPC), as well as non-UPC coded random weight perishable products.
- Panelists scan all purchases and submit them to Nielsen weekly. Data contribute to an understanding of how consumer behavior drives sales.
- Provides data on consumer eating and physical activity attitudes.
- Data indicate whether children are present in household.
- Panelists are recruited to align with U.S. demographics and ensure accurate representation of the U.S.
Website
Purpose
To collect data on purchases by households in the United States (U.S.).
Target Population
Households in the 48 contiguous states.
Conducted
Began in 1980. Ongoing reports updated biannually.
Sponsor
The Nielsen Company
Special Note(s)
See also Nielsen Scantrack®. The James M. Kilts Center for Marketing at Chicago Booth and the Nielsen Company have partnered to make two Nielsen consumer marketing datasets available to U.S.-based academic researchers. Additional information is available at the Chicago Booth School website: https://research.chicagobooth.edu/nielsen/.
Sampling
Sample Design
Stratified probability sampling used to produce national panel based on demographic and geographic targets.
Sample Size
Approximately 100,000 households and 52 markets.
Special Note(s)
Households provide data on products purchased, vendor, and price using handheld scanners.
Key Variables
Demographic
| Name | Methods of Assessment |
|---|---|
| Age (female/male head of household) | Data are collected by household scanners and panelist surveys |
| Age (other household members) | Data are collected by household scanners and panelist surveys |
| Appliance ownership | Data are collected by household scanners and panelist surveys |
| Cable television | Data are collected by household scanners and panelist surveys |
| Education (female/male head of household) | Data are collected by household scanners and panelist surveys |
| Employment (female/male head of household) | Data are collected by household scanners and panelist surveys |
| Hispanic (yes/no) | Data are collected by household scanners and panelist surveys |
| Household income | Data are collected by household scanners and panelist surveys |
| Length of residence | Data are collected by household scanners and panelist surveys |
| Marital status | Data are collected by household scanners and panelist surveys |
| Number of adults and children in household | Data are collected by household scanners and panelist surveys |
| Number of wage earners in household | Data are collected by household scanners and panelist surveys |
| Occupation (female/male head of household) | Data are collected by household scanners and panelist surveys |
| Own/rent residence | Data are collected by household scanners and panelist surveys |
| Pet ownership (number of dogs/cats owned) | Data are collected by household scanners and panelist surveys |
| Race | Data are collected by household scanners and panelist surveys |
| Relationship to panel member (other household members) | Data are collected by household scanners and panelist surveys |
| Spanish language | Data are collected by household scanners and panelist surveys |
| Type of residence | Data are collected by household scanners and panelist surveys |
| U.S. region | Data are collected by household scanners and panelist surveys |
| Vehicle ownership (car/truck and number owned) | Data are collected by household scanners and panelist surveys |
Diet-Related
| Name | Methods of Assessment |
|---|---|
| Eating attitudes | Data are collected by household scanners and panelist surveys |
| Purchase of selected food items with quantity, date, store type, promotion, or sale items | Data are collected by household scanners and panelist surveys |
Physical Activity-Related
| Name | Methods of Assessment |
|---|---|
| Physical activity attitudes | Data are collected by household scanners and panelist surveys |
Weight-Related
| Name | Methods of Assessment |
|---|---|
| Weight control activities | Data are collected by household scanners and panelist surveys |
Other
| Name | Methods of Assessment |
|---|---|
| Consumer views toward corporate advertising targeting children | Data are collected by household scanners and panelist surveys |
Data Access and Cost
Data Availability
Obtain data from The Nielsen Company.
Cost
Fee-based.
Special Note(s)
The Nielsen Company is a commercial firm that sells its data.
Geocode/Linkage
Geocode Variable(s)
County, state, metropolitan market area.
Existing Linkages
Nielsen Homescan® data on food prices have been linked to National Health and Nutrition Examination Survey (NHANES) data on food consumption and American Community Survey data on neighborhood characteristics using metropolitan market areas.
Selected Publications
General
Einav L, Leibtag E, Nevo A. On the accuracy of Nielsen Homescan data. USDA Economic Research Report No. ERR-69. December 2008.
Einav L, Leibtag E, Nevo A. Recording discrepancies in Nielsen Homescan data: Are they present and do they matter? Quantitative Marketing and Economics 2009;8(2):207-239.
Diet-Related
Harris JM. Using Nielsen Homescan data and complex survey design techniques to analyze convenience food expenditures. Paper presented at the American Agricultural Economics Association Annual meeting, Providence, RI, July 24-27, 2005.
Resources
None noted.
