NielsenIQ, a global information services company, today announced the acquisition of CGA, the leading provider of in-store consumer insights. The acquisition builds on NielsenIQ’s investment in CGA in 2009 and will provide highly innovative and nuanced solutions for alcoholic beverage market measurement and insight, with the sole goal of assisting customer growth.
NielsenIQ and CGA will work together to accelerate the expansion of business reach – closing customer blind spots and providing a complete view of in-store and non-in-store consumption measurement. The acquisition is an unprecedented milestone for the alcoholic beverage industry. It’s exciting to see NielsenIQ’s unparalleled global footprint, trusted data and innovative platform paired with CGA’s premier sales tracking technology.
The global alcoholic beverages market size exceeds US$1.6 trillion and is expected to grow at a rate of 7% over the next five years. Due to the fragmented nature of sales channels, global beverage manufacturers need to interpret their multi-channel sales in order to effectively plan for the future. To facilitate growth, CGA’s data and assets will be fully integrated into NielsenIQ’s Connect platform, providing the market with accurate data and analytical solutions to help maintain market competitiveness. Rapid visualization and data analysis capabilities will allow customers to understand the interaction between in-store consumption and non-in-store consumption performance, identify trends, and gain a comprehensive understanding of the market.
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Kim Cox, senior vice president of customer success at NielsenIQ, said: “For our alcoholic beverage industry customers, having the ability to visualize in-store consumption sales is critical because sales in this channel are so high. During the COVID-19 pandemic, bars, restaurants, and And the closure of nightclubs shows that the sales volume between in-store consumption and non-in-store consumption channels is shifting. Integrate CGA data into our Connect platform to understand the interaction and analysis of in-store consumption and non-in-store consumption. Our customers’ business across channels and providing a more complete view of business performance are critical.”
Phil Tate, chief executive of CGA, said: “In terms of sales, the effect of in-store consumption is very obvious, because consumers pay extra for consumption in social occasions or venues. If you only look at in-store consumption and non-in-store consumption separately data, there will be blind spots in the assessment of overall market, customer insights and overall business performance.”
Rachel White, Managing Director of NielsenIQ UK & Ireland, said: “This investment enables NielsenIQ to continue to partner with leading companies delivering unique solutions to complement our industry-leading data measurement, analysis and insight capabilities. We are committed to investing globally and innovation, with ground-breaking and first-of-its-kind access coverage, will help customers around the world continue to grow.”
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