SCHAUMBURG, Ill. — The Nielsen Co. will launch a national Homescan Hispanic Consumer Panel with a research sample of 11,000 households. Consumers belonging to households that elect to join the panel will scan all their purchases across all shopping outlets on a continuous basis. “Now marketers will be able to measure detailed purchase patterns within the Hispanic population, and translate those insights into brand-specific plans,” said Tim Kregor, president, Nielsen Homescan & Spectra, North America. The move comes at a time when the Hispanic population is the fastest-growing demographic group in the U.S., and is expected to reach the 50 million mark by 2010. Hispanics will comprise 18% of all U.S. households with children by 2010. In other news, Nielsen will expand its existing Homescan Hispanic Panel in Los Angeles from 1,500 to 2,500 households to provide manufacturers and retailers with more detailed views of the needs, preferences and shopping habits of Hispanic consumers.
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