YouGov Completes EUR 315m Buy of GfK Euro Panels

GfK has completed the sale of its European Consumer Panel Services business (CPS GfK) to YouGov, a divestment required under competition law as part of the German-based global group's merger with retail data giant NIQ. The deal has been valued at around EUR 315m.

The sale was agreed last July after NIQ and GfK received clearance from the European Commission to merge, conditional on the divestment. GfK-NIQ said at the time that its broader Consumer Panel business would nevertheless remain a 'top priority' for the combined firm, and this week Kris Ewing, President of Global Consumer Panel Solutions at NIQ underlined the point stating, 'Consumer panel services are fundamental in our diverse portfolio. Our significant investments in our global consumer panel capabilities reinforce our leadership in consumer-driven data. Operating in 23 countries, NIQ's reliable panels stand out, seamlessly complementing retail data'.

NIQ CEO Jim Peck said this week that the YouGov sale 'has enabled the strategic combination of NIQ and GfK to form the world's leading consumer intelligence company', adding: 'I am proud of the progress we have made over the last six months of integration and look forward to seeing the potential of our combined company unfold on a global scale'.

YouGov says the buy, which extends its offering across the European FMCG and retail sectors, 'brings together in one place the new standard in behavioural and attitudinal data', offering its clients the ability to understand 'every single step of the shopper journey - from what they buy and where, to why and how they make their purchases'. The deal brings YouGov panels from eighteen European countries delivering data from more than 100,000 households and 18 million shopping trips. YouGov in turn will provide CPS GfK's 1,100 existing clients with access to its 'Living Consumer Intelligence' - a constantly updated source of consumer insights including audience research from 26 million registered panel members across 55 markets.

YouGov CEO Steve Hatch (pictured) says the firms 'build on and complement each other's strengths', solving 'a significant challenge in the industry'. He continues: 'By bringing together CPS GfK's 60 years of experience in delivering the best quality behavioural data and YouGov's market leading attitudinal data in one place, our clients can fully understand what the world thinks, wants, and buys. Together, we will invest in and build upon our joint capabilities, enabling us to realise our vision of becoming the leading provider of shopper, marketing and opinion data'. According to Stefan Heremans, President of CPS GfK, the deal is 'a game-changing moment for CPS GfK, our clients and the FMCG/Retail sectors across Europe'. He adds: 'We are now excited that we will further deepen our clients' relationships with us through YouGov's exceptional data on consumer opinions, motivations, wants and media habits'.

YouGov is headquartered in London, with 1,800 staff located in 37 offices across Europe, the Americas, the Middle East, India and Asia Pacific.

Web sites are at business.yougov.com , www.niq.com and www.gfk.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.