Press Release

GfK completes the sale of its European Consumer Panel business to YouGov

Press Release

GfK completes the sale of its European Consumer Panel business to YouGov

Completion of divestment as part of anti-trust approvals of combining NIQ and GfK

Combination of NIQ and GfK creates world’s leading consumer intelligence company

Consumer Panel business remains a top priority for NIQ-GfK

Nuremberg, Germany – January 9, 2024 – GfK GmbH (“GfK”), a leading global information services company, today completed the sale of its European Consumer Panel Services business (“CPS GfK”) to YouGov plc (“YouGov”). The divestment of CPS GfK addresses competition concerns by the European Commission and was a condition for the combination of NIQ and GfK.

“The sale of CPS GfK has enabled the strategic combination of NIQ and GfK to form the world’s leading consumer intelligence company,” said Jim Peck, CEO of NIQ. “The complementary and unmatched global reach and the investments in coverage and technology make the combination of NIQ and GfK highly attractive to clients, partners, and employees – and will enable further strategic growth. 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.”

In July 2023, NIQ and GfK completed the combination of their businesses. The strategic move brought together two companies that have independently made significant investments in unparalleled omnichannel coverage, business intelligence tools, consumer panels, and predictive analytics. With this combined industry expertise, NIQ-GfK is ideally positioned to accelerate its growth by offering The Full View™ of consumer behavior around the globe.

“Consumer panel services are fundamental in our diverse portfolio,” said Kris Ewing, President of Global Consumer Panel Solutions at NIQ. “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. Our Discover platform merges on-demand panel access, reshaping industry insights. Integrating sales and panel data empowers users with comprehensive narratives. With a global panel aggregation engine, NIQ delivers swift, adaptable insights, elevating data analysis.”

About NIQ

NIQ is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. In 2023, NIQ combined with GfK, bringing together the two industry leaders with unparalleled global reach. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

NIQ, an Advent International portfolio company with operations in 100+ markets, covering more than 90% of the world’s population. For more information, visit and

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