GfK Acquisition & Valuation

GfK was acquired by NIQ Global Intelligence for $2.5B in July 2022.

See full GfK profile

GfK acquisition price

$2.5B

Acquired by NIQ Global Intelligence · Jul 2022

Key investors in GfK

GfK Overview

About GfK

GfK is a Nuremberg-based market intelligence provider combining proprietary and third-party data for consumer insights across 80 countries. The firm analyzes purchase data from 100,000 stores worldwide, delivering POS tracking for electronics, FMCG, and durables to clients like Procter & Gamble and Samsung. Acquired by Nielsen in 2017, GfK employs advanced analytics for predictive demand forecasting in retail and media sectors.


Founded

1934

HQ

GermanyNuremberg

Website

gfk.com

Status

Acquired

Customer focus

B2B

Revenue model

Services

Valuation

$2.5B (acquired Jul 2022)

GfK Acquisition

GfK was acquired by NIQ Global Intelligence for $2.5B on 1 July 2022.

NielsenIQ and GfK announced a merger agreement on July 1, 2022, to combine into a global leader in consumer and retail measurement and analytics. Following Advent Capital's acquisition of NielsenIQ in 2021, Advent became the majority shareholder of the combined entity. GfK was previously taken private by NIM (Nielsen Information Management) and KKR in 2017 to support its strategic transformation; under the merger terms, Advent became majority shareholder while NIM and KKR remained as minority shareholders in the combined company. The transaction was expected to close later in 2022 or early 2023, subject to customary closing conditions, with both companies to remain independent until completion.

GfK acquisition details
AcquirerDateTypePrice
1 Jul 2022Strategic M&A$2.5B

GfK Funding History

GfK has 1 recorded secondary share sale and no primary funding rounds.

GfK funding rounds
DateStageInvestorsDeal Summary
Dec 2016SecondaryKKRGfK and KKR announced an investor agreement on December 8, 2016 under which KKR would launch a voluntary cash tender offer for publicly traded GfK shares at EUR43.50 per share. GfK Verein, the existing 56.46% shareholder, agreed not to tender its shares and intended to remain the majority owner. A separate shareholder agreement provided for a partnership between the association and KKR following completion. The offer was subject to a minimum acceptance threshold of 18.54%, merger clearance and foreign investment approvals. GfK’s management and supervisory boards supported the agreement, and management board members intended to tender their own shares. KKR sought to support the company’s transformation toward technology based research and the development of new products. The bidder would finance the share purchase without affecting GfK’s balance sheet. Headquarters would remain in Nuremberg. This agreement preceded the later combination of GfK and NielsenIQ announced in 2022.

Who has invested in GfK?

1 investor has backed GfK across its funding rounds, including KKR.


GfK Investors

Investors in GfK by funding rounds participated
InvestorHQRoundsRoleFirst check

This data is available for Pro users. Sign up to see all 1 GfK investors.

Start Free Trial

Benchmark 350K+ Funding Rounds and Disclosed VC Valuation Multiples

Sign up to see data on 350K+ funding rounds and disclosed revenue and EBITDA valuation multiples, from seed, through growth stage, to pre-IPO.

Start Free Trial

Acquisitions by GfK

GfK has acquired 2 companies to date.

Last acquisition by GfK was on February 5th 2016. GfK acquired Netquest for undisclosed valuation.


Latest Acquisitions by GfK

Netquest
Cogenta Systems
Description
Netquest is a Barcelona-headquartered digital data collection firm operating in Europe, Latin America, and the United States. The company specializes in online panel recruitment, survey programming, and real-time data delivery for market research agencies. Netquest maintains proprietary panels exceeding 10 million respondents across 20 countries, ensuring high-quality insights through quality checks and fraud detection technologies.
Cogenta Systems is a London-based retail pricing intelligence provider serving major UK supermarkets and brands. Its platform tracks pricing, promotions, and competitor data across online and in-store channels. The company monitors consumer behavior through mobile data, enabling dynamic pricing strategies for retailers like Tesco and Sainsbury's.
HQ CountrySpainUnited Kingdom
HQ City
Barcelona
Windsor
Deal Date5 Feb 201629 Sep 2014
Valuationundisclosedundisclosed
EV/Revenue
EV/EBITDA

This data is available for Pro users. Sign up to see all GfK acquisitions and their M&A valuation multiples.

Start Free Trial

Investments by GfK

GfK has invested in 1 company to date.

Latest investment by GfK was on March 19th 2015. GfK invested in YouEye in their $3M Seed round.


Latest Investments by GfK

YouEye
Description
YouEye is a Mountain View-based user experience research platform automating remote eye-tracking interviews for websites and apps. It delivers heatmaps, gaze plots, and sentiment analysis reports on customer frustration points, A/B tests, and ad effectiveness. Clients include Fortune 500 firms for funnel optimization and prototype validation. Founded in 2011, it supports studies in 50 languages.
HQ CountryUnited States
HQ City
San Francisco, CA
Deal Date19 Mar 2015
RoundSeed
Raised$3M
InvestorsDingman Center for Entrepreneurship
Valuationundisclosed
EV/Revenue
EV/EBITDA

This data is available for Pro users. Sign up to see all GfK investments and their VC round multiples.

Start Free Trial

GfK Competitors

GfK competitors include listed companies like CRISIL, Ipsos and Clarivate, and private ones like Piramal Group, Alida and Mu Sigma.

Public and private companies comparable to GfK
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
Piramal GroupIndiaMumbaiPrivate$729M$193M$2.8B3.8x
CRISILIndiaIndiaPublicly listed$388M$124M$3.4B7.1x
IpsosFranceFrancePublicly listed$2.8B$417M$1.7B0.7x
AlidaCanadaTorontoPrivate--$1.5B-
ClarivateUnited KingdomUnited KingdomPublicly listed$2.5B$829M$1.5B2.4x
Mu SigmaIndiaBangalorePrivate$200M-$1.5B7.5x

GfK Public Comps

GfK is no longer listed, but its public comps include Ipsos, CRISIL, Clarivate, GlobalData, Mitsubishi Research, Latent View Analytics, Beijing Dataway Horizon, Enento Group, YouGov and Springer Nature.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
Ipsos$2.8B$417M0.7x0.7x4.9x4.6x
CRISIL$388M$124M8.5x7.1x26.6x24.1x
Clarivate$2.5B$829M2.2x2.4x6.5x5.7x
GlobalData$433M$140M1.9x1.8x5.7x5.4x
Mitsubishi Research$768M$87M0.5x0.4x4.0x4.2x
Latent View Analytics$113M$28M3.4x3.1x13.9x14.4x
Beijing Dataway Horizon$54M($3M)7.6x-(143.9x)-
Enento Group$171M$49M3.4x3.3x12.0x9.2x

This data is available for Pro users. Sign up to see all GfK competitors and their valuation data.

Start Free Trial

Common questions about GfK

When was GfK founded?GfK was founded in 1934.
Where is GfK headquartered?GfK is headquartered in Nuremberg, Germany.
Is GfK publicly listed?No, GfK was acquired by NIQ Global Intelligence in July 2022.
Who acquired GfK?GfK was acquired by NIQ Global Intelligence in July 2022.
How much was GfK acquired for?GfK was acquired for $2.5B in July 2022.
Who are GfK's investors?GfK's investors include KKR.
Which companies are comparable to GfK?Companies comparable to GfK include Piramal Group, CRISIL, Ipsos, Alida, Clarivate and Mu Sigma.
How many companies has GfK acquired?GfK has acquired 2 companies, including Netquest and Cogenta Systems.
How many companies has GfK invested in?GfK has invested in 1 company, including YouEye.
What was GfK's last investment?In March 2015, GfK invested in YouEye's $3M seed round alongside Dingman Center for Entrepreneurship.

See companies similar to GfK

Start Your
Free Trial Today

Try Multiples for free for 3 days. Got questions or need a demo? Schedule a call with us below.

Start Trial