CHICAGO — NielsenIQ announced a partnership with pet retailer Hollywood Feed on April 12. The partnership will allow NielsenIQ to amplify the national pet channel with improved consumer analytics and insights, while providing Hollywood Feed with retail data to support growth.

As Hollywood Feed’s exclusive analytics provider, NielsenIQ will expand upon its own pet retail insights and analytics, benefiting the US market. Hollywood joins NielsenIQ’s roster as one of its many pet retail partners.

“It’s imperative that we continually connect with the needs of today’s pet retail consumer as we look for new ways to delight our expanding customer base,” said Shawn McGhee, president and chief executive officer of Hollywood Feed. “NielsenIQ’s unmatched pet retail solutions are critical to measuring our retail success and innovating for the future.”

With this latest partnership, NielsenIQ reinforces its unique position in the pet industry. The company’s expansive measurements and data in product purchasing, consumer behaviors, search trends and more allow it to help pet food and product retailers and manufacturers expand their businesses. 

“The importance of the United States pet retail channel has grown exponentially as more and more consumers welcome pets into their homes, especially during the pandemic” said Raha Alavi, senior vice president of Retail Services at NielsenIQ. “As we shape a smarter market for the pet industry at large, we are proud to welcome Hollywood Feed into the NielsenIQ measurement universe.”

Currently, Hollywood Feed operates 180 retail locations throughout 19 states in the United States. 

Read more about pet retail trends.