NielsenIQ acquires Brazilian company Mtrix to strengthen Latin America position

NielsenIQ introduced on August 6, 2025, the acquisition of Mtrix, a Brazilian SaaS firm specializing in end-to-end visibility throughout oblique distribution provide chains. The transaction marks the ninth tuck-in acquisition for the buyer intelligence firm and represents its first additive buy in Latin America since becoming a member of Creation Worldwide’s portfolio in 2021.

In line with the announcement, Mtrix operates a platform that integrates information between producers, wholesalers, and distributors, delivering real-time insights into inventory ranges, sell-in, and sell-out exercise. The Brazilian firm brings over a decade of expertise supporting greater than 2,000 distributor and wholesaler companions, capturing transactions from over 1.2 million factors of sale throughout Brazil.

Strategic positioning in Latin America

The acquisition strengthens NielsenIQ’s shopper intelligence capabilities whereas increasing its operational footprint in Latin America. Mtrix’s consumer base consists of almost 100 of the biggest shopper packaged items producers within the area, offering speedy entry to established market relationships.

“This acquisition displays our continued funding in innovation and consumer success,” mentioned Jim Peck, NIQ’s CEO. “Mtrix strengthens our skill to supply The Full View™ by delivering extra granular, day by day insights that improve decision-making throughout retail, commerce advertising, and provide chain operations. Collectively, we’re equipping our purchasers with the instruments they should develop.”

The transaction provides a vital new dimension to NielsenIQ’s world retail measurement platform, which already covers greater than 95 international locations, monitoring over 162 million product codes throughout 1,800+ classes, with billions of transactions processed month-to-month. Mtrix integration supplies deeper visibility into oblique distribution channels together with small unbiased retailers, kiosks, mom-and-pop shops, native markets, and HoReCa shops.

Technical capabilities and market protection

Mtrix’s platform delivers complete provide chain visibility via superior information integration applied sciences. The system processes day by day transaction information from distributors and wholesalers, enabling real-time inventory degree monitoring and sell-through evaluation throughout the oblique distribution community.

The platform’s technical structure helps integration with producer, wholesaler, and distributor programs, offering unified visibility throughout complicated distribution networks. With protection spanning over 1.2 million factors of sale, Mtrix captures transaction information from various retail codecs all through Brazil’s market panorama.

In line with firm info, Mtrix operates as a worldwide community of market intelligence, combining expertise and superior applied sciences to ship market intelligence and industrial effectiveness options. The corporate supplies insights for business, distribution channels, and retail sectors, revealing progress alternatives that improve aggressive benefit for purchasers and companions.

The acquisition timing aligns with broader market developments in Latin America, the place oblique distribution channels stay very important for reaching shoppers throughout various geographic and financial segments. Small unbiased retailers and native markets proceed serving as major entry factors for shopper items all through the area.

Regional enlargement technique

Armando Uriegas, Regional President for NIQ Latin America, emphasised the strategic significance of the acquisition for regional progress. “We’re excited to welcome Mtrix’s proficient workforce to NielsenIQ and scale their trusted platform throughout new markets. Collectively, our superior capabilities will improve our skill to assist purchasers in making smarter, extra related choices—aligning shopper wants with provide chain methods to drive progress and effectivity throughout the worth chain.”

The acquisition underscores NielsenIQ’s long-term dedication to Latin America, in line with firm statements. Following the transaction, Mtrix will proceed working in Brazil with plans for world enlargement as a part of NIQ’s broader strategic roadmap.

NielsenIQ’s world retail measurement platform processes billions of transactions month-to-month throughout 162 million product codes. The mixing of Mtrix’s Brazilian operation provides specialised capabilities for monitoring gross sales efficiency via oblique distribution channels, which signify vital parts of complete retail quantity in rising markets.

Market intelligence enlargement

The acquisition enhances NielsenIQ’s skill to supply complete market visibility throughout each direct and oblique retail channels. Conventional retail measurement usually focuses on direct channels together with supermarkets, hypermarkets, and main retail chains. Mtrix’s platform extends visibility into smaller format retailers and unbiased operators that serve substantial shopper populations.

This expanded protection turns into significantly useful in Latin American markets, the place unbiased retailers preserve vital market share throughout a number of shopper items classes. The improved information assortment capabilities allow extra correct market share calculations and development evaluation throughout full retail ecosystems.

Mtrix focuses on options for figuring out ultimate purchasers, maximizing ROIs and productiveness, minimizing stock-out dangers, effectively managing gross sales groups, growing income and penetration, formatting ultimate product combine, and discovering new gross sales alternatives, in line with firm supplies.

The platform serves producers, distributors, and retailers with insights for business, distribution channels, and retail efficiency. With presence in over 20 international locations worldwide and headquarters in Brazil, Mtrix maintains native service capabilities in Colombia alongside its core Brazilian operations.

Expertise integration and capabilities

The acquisition brings superior information high quality platforms and Large Knowledge options to NielsenIQ’s know-how stack. Mtrix operates with information high quality frameworks designed to make sure accuracy and reliability throughout high-volume transaction processing environments.

In line with PPC Land’s previous coverage, NielsenIQ has targeted on integrating various information sources to supply complete shopper habits insights. The corporate launched NIQ Uncover platform in July 2024, combining retail measurement information with shopper panel information for holistic market evaluation.

The Mtrix integration extends this information unification technique into oblique distribution channels, addressing information gaps in conventional retail measurement approaches. This enhanced protection allows extra correct market sizing and share calculations throughout full retail landscapes.

NielsenIQ’s measurement infrastructure already processes in depth transaction volumes via its world community. The addition of Mtrix’s Brazilian operation will increase day by day information processing capabilities whereas extending geographic protection throughout Latin American markets.

Monetary and operational particulars

The transaction represents the most recent in a sequence of strategic acquisitions by NielsenIQ, together with current purchases of sensory insights platform Gastrograph AI and the 2023 mixture with GfK. These acquisitions kind a part of NielsenIQ’s technique to boost analytics capabilities and retailer instruments whereas strengthening its place as a number one shopper intelligence firm.

NielsenIQ operates as a number one shopper intelligence firm, delivering complete understanding of shopper shopping for habits throughout world markets. The corporate’s world attain spans over 90 international locations overlaying roughly 85 % of the world’s inhabitants and greater than $7.2 trillion in world shopper spend.

In line with current PPC Land reporting, NIQ expanded its consumer panel to 250,000 members in January 2025, offering enhanced market insights capabilities. The expanded panel processes information from over 8 billion shopper purchases, integrating each on-line and offline buying patterns.

The Mtrix acquisition enhances these shopper panel enhancements by offering detailed visibility into distribution channel efficiency. This mix allows complete evaluation spanning shopper buy habits via retail channel execution and provide chain optimization.

Market context and aggressive positioning

The acquisition happens inside a aggressive panorama the place market intelligence firms search complete protection throughout various retail codecs and geographic markets. Conventional retail measurement usually supplies restricted visibility into oblique distribution channels, creating information gaps in market evaluation.

As documented in PPC Land’s coverage of NIQ’s partnership with TransUnion, shopper intelligence firms more and more give attention to connecting information sources to allow simpler concentrating on and measurement capabilities.

The Mtrix platform addresses particular measurement challenges in Latin American markets, the place oblique distribution networks serve substantial shopper populations. Enhanced visibility throughout these channels supplies extra correct market intelligence for shopper items producers working within the area.

NielsenIQ’s acquisition technique focuses on capabilities that improve its Full View™ providing, which goals to supply complete market intelligence throughout retail channels and shopper segments. The Mtrix integration provides specialised experience in oblique distribution measurement to this complete strategy.

Implementation and future developments

Following the acquisition, Mtrix will preserve its Brazilian operations whereas integrating with NielsenIQ’s world know-how platform and repair supply community. The mixing course of will give attention to scaling Mtrix’s platform capabilities throughout further geographic markets inside NielsenIQ’s world footprint.

The corporate plans to leverage Mtrix’s know-how and market experience to boost service choices throughout Latin America and doubtlessly different rising markets the place oblique distribution channels preserve vital significance. This enlargement technique aligns with NielsenIQ’s broader goal of offering complete market intelligence throughout various retail landscapes.

NielsenIQ’s world infrastructure consists of operations throughout greater than 95 international locations, offering in depth market protection for implementing Mtrix’s platform capabilities. The mixing course of will give attention to sustaining information high quality and repair ranges whereas increasing geographic attain and consumer entry.

The acquisition strengthens NielsenIQ’s place in Latin American markets whereas including specialised capabilities for measuring efficiency throughout oblique distribution networks. These enhanced capabilities assist consumer necessities for complete market visibility throughout full retail ecosystems.

Timeline

Abstract

Who: NielsenIQ, a number one shopper intelligence firm owned by Creation Worldwide, acquired Mtrix, a Brazilian SaaS firm specializing in distribution provide chain visibility.

What: The acquisition supplies NielsenIQ with end-to-end visibility throughout oblique distribution provide chains, integrating information from producers, wholesalers, and distributors to ship real-time insights into inventory ranges and gross sales exercise.

When: The acquisition was introduced on August 6, 2025, marking NielsenIQ’s ninth tuck-in acquisition and first additive transaction in Latin America since 2021.

The place: The transaction focuses on Brazil, the place Mtrix operates throughout over 1.2 million factors of sale, with plans to increase the platform globally as a part of NielsenIQ’s strategic roadmap.

Why: The acquisition strengthens NielsenIQ’s skill to supply complete market intelligence by including visibility into oblique distribution channels together with small unbiased retailers and native markets, that are significantly very important in rising markets like Latin America.

PPC Land explains

NielsenIQ (NIQ): A number one world shopper intelligence firm that delivers complete understanding of shopper shopping for habits and market insights. Working throughout greater than 95 international locations and overlaying roughly 85 % of the world’s inhabitants, NielsenIQ processes information representing over $7.2 trillion in world shopper spend. The corporate turned a part of Creation Worldwide’s portfolio in 2021 and has pursued strategic acquisitions to boost its analytics capabilities and market protection.

Oblique Distribution Channels: Gross sales networks that embody small unbiased retailers, kiosks, mom-and-pop shops, native markets, and HoReCa shops that function intermediaries between producers and finish shoppers. These channels are significantly very important in rising markets like Latin America, the place they usually signify vital parts of complete retail quantity and function major entry factors for shopper items throughout various geographic and financial segments.

Provide Chain Visibility: The power to trace and monitor merchandise, stock ranges, and transactions throughout your entire distribution community from producers via wholesalers and distributors to ultimate factors of sale. This complete visibility allows real-time insights into inventory ranges, sell-in and sell-out exercise, serving to firms optimize stock administration, scale back stock-out dangers, and enhance general provide chain effectivity.

The Full View™: NielsenIQ’s proprietary platform that gives complete market intelligence by combining retail measurement information, shopper panel information, and now oblique distribution insights. This built-in strategy delivers full understanding of market dynamics, shopper habits, and retail efficiency throughout all channels, enabling extra knowledgeable decision-making for producers, retailers, and different stakeholders within the shopper items ecosystem.

Latin America: A strategically vital area for shopper items firms, characterised by various retail landscapes the place oblique distribution channels preserve vital market share. The area presents distinctive measurement challenges as a result of prevalence of small unbiased retailers and sophisticated distribution networks. NielsenIQ’s acquisition of Mtrix represents its first additive transaction in Latin America since 2021, underscoring the corporate’s dedication to regional enlargement.

Client Intelligence: The systematic assortment, evaluation, and interpretation of knowledge associated to shopper habits, preferences, and buying patterns. This intelligence encompasses retail measurement information, shopper panel insights, demographic info, and market developments that allow companies to grasp their prospects higher and make data-driven choices about product improvement, advertising methods, and market positioning.

Actual-time Insights: Knowledge evaluation and reporting capabilities that present speedy or near-immediate entry to market info, gross sales efficiency, and shopper habits patterns. This speedy visibility allows fast response to market adjustments, optimization of stock ranges, identification of rising developments, and fast decision-making throughout retail, commerce advertising, and provide chain operations.

Factors of Sale: Particular person retail areas the place shopper transactions happen, starting from giant format shops and supermarkets to small unbiased retailers and native markets. Mtrix captures transaction information from over 1.2 million factors of sale throughout Brazil, offering complete protection of the retail panorama and enabling correct market share calculations and efficiency evaluation throughout various retail codecs.

Market Intelligence: Complete details about market situations, aggressive dynamics, shopper developments, and enterprise alternatives that permits strategic decision-making. This intelligence combines quantitative information from gross sales transactions and market analysis with qualitative insights about shopper preferences and market developments, offering the inspiration for efficient enterprise methods and aggressive positioning.

Knowledge Integration: The technical course of of mixing info from a number of sources, programs, and codecs into unified platforms that allow complete evaluation and reporting. Mtrix’s platform integrates information between producers, wholesalers, and distributors, whereas NielsenIQ’s broader technique focuses on combining retail measurement information with shopper panel info to supply holistic market visibility and actionable insights for purchasers.