GfK Sells European Consumer Panel to YouGov for Merger Approval
GfK has received the green light from the European Commission to sell its European Consumer Panel business to YouGov. This divestment, a key condition for the recent merger of GfK and NIQ, aims to address competition concerns in the market research industry today.
The sale, which was completed in July 2023, follows the combination of GfK and NIQ. This transaction, valued at €2.7 billion, created one of the largest market research firms globally. The divestment of GfK's European Consumer Panel business to YouGov was a crucial prerequisite for this merger to proceed.
The European Commission approved the sale, ensuring that the combined entity does not dominate the market. The Consumer Panel business, which provides insights into consumer behaviour and market trends, will now operate under YouGov's umbrella.
With the sale of its European Consumer Panel business to YouGov, GfK has successfully navigated the regulatory requirements for its merger with NIQ. Both companies can now focus on their combined operations, offering a broader range of market research services to clients in the competitive market today.
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