Two reputable market research companies will become one: NielsenIQ and GfK, both specialised in consumer and shopper behaviour, are going to merge. Both companies are complementary, says main shareholder Advent International.
Landslide
The merger between NielsenIQ and GfK can safely be called a small landslide in the world of market research. Its importance for retailers and their suppliers is considerable.
GfK is strong in the field of market data in technology and consumer durables in 67 countries – but also closely follows the FMCG sector, among others with consumer panels. NielsenIQ focuses mainly on FMCG in 90 countries.
The merger between the two companies should enable further growth, both in their traditional client sectors and in new market segments: they intend to expand their activities, both geographically and vertically.
Main shareholder of the new combination will be Advent International, the investment fund that acquired NielsenIQ last year. GfK owners Nuremberg Institutes for Market Decisions (NIM) and KKR will remain on board as minority shareholders.
