YouGov buys GfK’s Consumer Panel

Research and data analytics group YouGov has completed the acquisition of the Consumer Panel Services from GfK. The Consumer Panel is an established leader in household purchase data, and it operates across 18 European countries, comprising over 100,000 homes. It helps the FMCG sector get insight into consumer behaviour by capturing and analysing consumer purchasing data.

According to YouGov, the deal builds on its long-term growth strategy and expands its presence in the FMCG sector. For GfK, the divestment of its Consumer Panel addresses competition concerns by the European Commission and was a condition for the combination of NIQ and GfK. GfK says that irrespective of the divestment of its consumer panel business, the combined entity NIQ-GfK will continue to focus on consumer and retail measurement analytics.