Nielsen Acquires Pet Specialty Measurement Business from GfK
Nielsen has acquired GfK’s Pet Specialty Point-of-Sale (POS) business, the exclusive measurement service for the pet specialty channel in the U.S.
For the past seven years, Nielsen has expanded its resources to serve the unique needs of the pet specialty channel. The new investment builds on the company’s momentum to double its coverage of the pet specialty segment by adding neighborhood pet specialty, as well as veterinary clinics to its retail roster, said company officials.
For retailers and manufacturers, the acquisition will produce a more robust picture of performance and competition across the retail landscape, inclusive of pet specialty stores, grocery stores and mass merchandisers—from a single source. Nielsen’s clients will benefit from harmonized category measurement, a deeper understanding of pet owners’ consumer behavior and the ability to keep pace with the nationwide trends that ignite in neighborhood pet stores, officials added.
The news also comes on the footsteps of Nielsen’s recent announcement around the growth of its e-commerce measurement capabilities. Nielsen now offers a comprehensive, multi-sourced e-commerce measurement solution for the U.S. market, delivering full visibility into the burgeoning pet care e-commerce landscape to complement our brick-and-mortar store read, according to officials.
“We are excited to bring our holistic view of the pet care landscape to the U.S. retail and manufacturing community,” said John Tavolieri, president, U.S. FMCG and retail at Nielsen in New York. “The combined strength of Nielsen and GfK’s data assets will allow us to deliver best-in-class solutions and services to this growing vertical, and we look forward to continuing to grow our capabilities to provide a more localized and omnichannel pet measurement view.”