Nielsen Buys German Retail Researcher

Nielsen has acquired Munich-based market research consulting firm USP Market Intelligence, which focuses on consumer goods such as tobacco, confectionery and beverages in Germany and Austria. Terms were not disclosed.

Under the deal, USP will continue to offer shopper insights and micro-marketing services, while operating as a separate Nielsen unit.

Nielsen says that the combined expertise of both firms will extend services for the convenience sector and tobacco industry, while providing opportunities for growth and productivity.

'Our two companies complement each other very well: the combination of Nielsen's strengths in marketing analysis, and our coverage of the food and drug trade channels with the know-how of USP in the convenience channel,' stated Risto Maila, Nielsen's Group MD D-A-CH, Benelux. 'We are now in a position to provide our customers with even more relevant services.'

USP MD Sarah Auer, who is now a member of the German Nielsen management team, said that becoming part of Nielsen's global network offers her firm a 'great opportunity'.

'Nielsen's global presence and expertise in the analysis arena provide us with further expansion opportunities and the chance to develop our approaches for other markets and trade channels,' she added.

Web sites: www.nielsen.com and www.usp-mail.com .