Homescan® Profiles provide postal code level insight into which consumer packaged goods (CPG) Canadians are more likely to buy and how much they spend. These profiles are derived from two years of data from Nielsen's Homescan® Shopper Panel. The panel tracks more than 12,000 households per year that log the UPC codes of the products they purchase.
The product library offers detailed variables by:
Aisle: “ASL | Baked Desserts/Breakfast”
Aisle by Category: “ABC | Prepared Foods | Hot Cereals - Wheat Base”
Brand: “BRA | KLEENEX”
Brand by Aisle by Category: “BAC | Kool Aid | cold beverages | fruit drinks”
These variables can be used with PRIZM®, Canada’s premier segmentation system, to profile Canadians with similar CPG spending behaviours. Homescan® Profiles are available as flat files or on the ENVISION platform. ENVISION allows you to run Homescan® Profiles along with your other licensed Environics Analytics datasets to perform quick analysis or generate marketing reports, all in a secured environment. Homescan® Profiles are available at all levels of geography down to the postal code level in Canada, excluding the territories.
Below are some additional resources linked for your reference: release notes, variable list, and metadata.
How-to-Read ENVISION Reports
Homescan - Ranking Areas - Buyer Variable
Additional Resources
Homescan Profiles - Release Notes
Homescan Profiles - Variables List
Homescan Profiles - Variables List (Excel)
Homescan Profiles - Metadata