NielsenIQ Buys Food and Drinks Market Data Firm CGA

Consumer intelligence business NielsenIQ has acquired UK and US-based out-of-home food and drinks market data and research consultancy CGA Strategy, for an undisclosed sum.

From its offices in Manchester, UK, and Chicago, US, CGA specialises in market measurement, consumer research and location planning, offering three types of data - supply, demand and consumer. The firm, which is currently led by Group CEO Phil Tate (pictured), works with consumer brands, including drinks manufacturers, consumer brand owners, food suppliers and wholesalers as well as pub, bar and restaurant retailers and government entities. In 2009, Nielsen (now NielsenIQ) acquired an undisclosed amount in CGA.

Through the takeover, NielsenIQ and CGA will aim to deliver a complete view of on- and off-premise measurement for the beverage alcohol industry; and CGA data and assets will be fully integrated into NielsenIQ's Connect platform. Kim Cox, SVP Client Success with NielsenIQ, comments: 'Having visibility into on-premise sales is incredibly important for our BevAl clients, given the sheer volume of sales passing through the channel. Integrating the CGA data into our Connect platform is crucial to understand the interplay between on and off-premise, analyze our clients' business across channels and provide the most complete view of business performance available.'

Web sites: www.nielseniq.com and www.cga.co.uk .