NielsenIQ acquires Brazilian company Mtrix to strengthen Latin America position

NielsenIQ announced on August 6, 2025, the acquisition of Mtrix, a Brazilian SaaS company specializing in end-to-end visibility across indirect distribution supply chains. The transaction marks the ninth tuck-in acquisition for the consumer intelligence company and represents its first additive purchase in Latin America since joining Advent International's portfolio in 2021.

According to the announcement, Mtrix operates a platform that integrates data between manufacturers, wholesalers, and distributors, delivering real-time insights into stock levels, sell-in, and sell-out activity. The Brazilian company brings over a decade of experience supporting more than 2,000 distributor and wholesaler partners, capturing transactions from over 1.2 million points of sale across Brazil.

Strategic positioning in Latin America

The acquisition strengthens NielsenIQ's consumer intelligence capabilities while expanding its operational footprint in Latin America. Mtrix's client base includes nearly 100 of the largest consumer packaged goods manufacturers in the region, providing immediate access to established market relationships.

"This acquisition reflects our continued investment in innovation and client success," said Jim Peck, NIQ's CEO. "Mtrix strengthens our ability to provide The Full View™ by delivering more granular, daily insights that enhance decision-making across retail, trade marketing, and supply chain operations. Together, we're equipping our clients with the tools they need to grow."

The transaction adds a critical new dimension to NielsenIQ's global retail measurement platform, which already covers more than 95 countries, tracking over 162 million product codes across 1,800+ categories, with billions of transactions processed monthly. Mtrix integration provides deeper visibility into indirect distribution channels including small independent retailers, kiosks, mom-and-pop stores, local markets, and HoReCa outlets.

Technical capabilities and market coverage

Mtrix's platform delivers comprehensive supply chain visibility through advanced data integration technologies. The system processes daily transaction data from distributors and wholesalers, enabling real-time stock level monitoring and sell-through analysis across the indirect distribution network.

The platform's technical architecture supports integration with manufacturer, wholesaler, and distributor systems, providing unified visibility across complex distribution networks. With coverage spanning over 1.2 million points of sale, Mtrix captures transaction data from diverse retail formats throughout Brazil's market landscape.

According to company information, Mtrix operates as a global network of market intelligence, combining experience and advanced technologies to deliver market intelligence and commercial effectiveness solutions. The company provides insights for industry, distribution channels, and retail sectors, revealing growth opportunities that enhance competitive advantage for clients and partners.

The acquisition timing aligns with broader market trends in Latin America, where indirect distribution channels remain vital for reaching consumers across diverse geographic and economic segments. Small independent retailers and local markets continue serving as primary access points for consumer goods throughout the region.

Regional expansion strategy

Armando Uriegas, Regional President for NIQ Latin America, emphasized the strategic importance of the acquisition for regional growth. "We're excited to welcome Mtrix's talented team to NielsenIQ and scale their trusted platform across new markets. Together, our advanced capabilities will enhance our ability to support clients in making smarter, more connected decisions—aligning consumer needs with supply chain strategies to drive growth and efficiency across the value chain."

The acquisition underscores NielsenIQ's long-term commitment to Latin America, according to company statements. Following the transaction, Mtrix will continue operating in Brazil with plans for global expansion as part of NIQ's broader strategic roadmap.

NielsenIQ's global retail measurement platform processes billions of transactions monthly across 162 million product codes. The integration of Mtrix's Brazilian operation adds specialized capabilities for tracking sales performance through indirect distribution channels, which represent significant portions of total retail volume in emerging markets.

Market intelligence expansion

The acquisition enhances NielsenIQ's ability to provide comprehensive market visibility across both direct and indirect retail channels. Traditional retail measurement often focuses on direct channels including supermarkets, hypermarkets, and major retail chains. Mtrix's platform extends visibility into smaller format retailers and independent operators that serve substantial consumer populations.

This expanded coverage becomes particularly valuable in Latin American markets, where independent retailers maintain significant market share across multiple consumer goods categories. The enhanced data collection capabilities enable more accurate market share calculations and trend analysis across complete retail ecosystems.

Mtrix specializes in solutions for identifying ideal clients, maximizing ROIs and productivity, minimizing stock-out risks, efficiently managing sales teams, increasing revenue and penetration, formatting ideal product mix, and discovering new sales opportunities, according to company materials.

The platform serves manufacturers, distributors, and retailers with insights for industry, distribution channels, and retail performance. With presence in over 20 countries worldwide and headquarters in Brazil, Mtrix maintains local service capabilities in Colombia alongside its core Brazilian operations.

Technology integration and capabilities

The acquisition brings advanced data quality platforms and Big Data solutions to NielsenIQ's technology stack. Mtrix operates with data quality frameworks designed to ensure accuracy and reliability across high-volume transaction processing environments.

According to PPC Land's previous coverage, NielsenIQ has focused on integrating diverse data sources to provide comprehensive consumer behavior insights. The company launched NIQ Discover platform in July 2024, combining retail measurement data with consumer panel data for holistic market analysis.

The Mtrix integration extends this data unification strategy into indirect distribution channels, addressing data gaps in traditional retail measurement approaches. This enhanced coverage enables more accurate market sizing and share calculations across complete retail landscapes.

NielsenIQ's measurement infrastructure already processes extensive transaction volumes through its global network. The addition of Mtrix's Brazilian operation increases daily data processing capabilities while extending geographic coverage across Latin American markets.

Financial and operational details

The transaction represents the latest in a series of strategic acquisitions by NielsenIQ, including recent purchases of sensory insights platform Gastrograph AI and the 2023 combination with GfK. These acquisitions form part of NielsenIQ's strategy to enhance analytics capabilities and retailer tools while strengthening its position as a leading consumer intelligence company.

NielsenIQ operates as a leading consumer intelligence company, delivering comprehensive understanding of consumer buying behavior across global markets. The company's global reach spans over 90 countries covering approximately 85 percent of the world's population and more than $7.2 trillion in global consumer spend.

According to recent PPC Land reporting, NIQ expanded its consumer panel to 250,000 participants in January 2025, providing enhanced market insights capabilities. The expanded panel processes data from over 8 billion consumer purchases, integrating both online and offline purchasing patterns.

The Mtrix acquisition complements these consumer panel enhancements by providing detailed visibility into distribution channel performance. This combination enables comprehensive analysis spanning consumer purchase behavior through retail channel execution and supply chain optimization.

Market context and competitive positioning

The acquisition occurs within a competitive landscape where market intelligence companies seek comprehensive coverage across diverse retail formats and geographic markets. Traditional retail measurement often provides limited visibility into indirect distribution channels, creating data gaps in market analysis.

As documented in PPC Land's coverage of NIQ's partnership with TransUnion, consumer intelligence companies increasingly focus on connecting data sources to enable more effective targeting and measurement capabilities.

The Mtrix platform addresses specific measurement challenges in Latin American markets, where indirect distribution networks serve substantial consumer populations. Enhanced visibility across these channels provides more accurate market intelligence for consumer goods manufacturers operating in the region.

NielsenIQ's acquisition strategy focuses on capabilities that enhance its Full View™ offering, which aims to provide comprehensive market intelligence across retail channels and consumer segments. The Mtrix integration adds specialized expertise in indirect distribution measurement to this comprehensive approach.

Implementation and future developments

Following the acquisition, Mtrix will maintain its Brazilian operations while integrating with NielsenIQ's global technology platform and service delivery network. The integration process will focus on scaling Mtrix's platform capabilities across additional geographic markets within NielsenIQ's global footprint.

The company plans to leverage Mtrix's technology and market expertise to enhance service offerings across Latin America and potentially other emerging markets where indirect distribution channels maintain significant importance. This expansion strategy aligns with NielsenIQ's broader objective of providing comprehensive market intelligence across diverse retail landscapes.

NielsenIQ's global infrastructure includes operations across more than 95 countries, providing extensive market coverage for implementing Mtrix's platform capabilities. The integration process will focus on maintaining data quality and service levels while expanding geographic reach and client access.

The acquisition strengthens NielsenIQ's position in Latin American markets while adding specialized capabilities for measuring performance across indirect distribution networks. These enhanced capabilities support client requirements for comprehensive market visibility across complete retail ecosystems.

Timeline

• August 6, 2025: NielsenIQ announces acquisition of Brazilian SaaS company Mtrix
• 2023: NielsenIQ combines with GfK, expanding to 95+ countries covering 97% of global GDP
• 2022: NielsenIQ acquires CGA for on-premise beverage measurement capabilities
• 2021: NielsenIQ becomes part of Advent International's portfolio
• January 2025: NIQ expands consumer panel to 250,000 participants
• July 2024: NielsenIQ launches NIQ Discover platform integrating retail and consumer data
• January 2024: NielsenIQ partners with TransUnion for targeted advertising capabilities

Summary

Who: NielsenIQ, a leading consumer intelligence company owned by Advent International, acquired Mtrix, a Brazilian SaaS company specializing in distribution supply chain visibility.

What: The acquisition provides NielsenIQ with end-to-end visibility across indirect distribution supply chains, integrating data from manufacturers, wholesalers, and distributors to deliver real-time insights into stock levels and sales activity.

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

Where: The transaction focuses on Brazil, where Mtrix operates across over 1.2 million points of sale, with plans to expand the platform globally as part of NielsenIQ's strategic roadmap.

Why: The acquisition strengthens NielsenIQ's ability to provide comprehensive market intelligence by adding visibility into indirect distribution channels including small independent retailers and local markets, which are particularly vital in emerging markets like Latin America.

PPC Land explains

NielsenIQ (NIQ): A leading global consumer intelligence company that delivers comprehensive understanding of consumer buying behavior and market insights. Operating across more than 95 countries and covering approximately 85 percent of the world's population, NielsenIQ processes data representing over $7.2 trillion in global consumer spend. The company became part of Advent International's portfolio in 2021 and has pursued strategic acquisitions to enhance its analytics capabilities and market coverage.

Indirect Distribution Channels: Sales networks that include small independent retailers, kiosks, mom-and-pop stores, local markets, and HoReCa outlets that serve as intermediaries between manufacturers and end consumers. These channels are particularly vital in emerging markets like Latin America, where they often represent significant portions of total retail volume and serve as primary access points for consumer goods across diverse geographic and economic segments.

Supply Chain Visibility: The ability to track and monitor products, inventory levels, and transactions across the entire distribution network from manufacturers through wholesalers and distributors to final points of sale. This comprehensive visibility enables real-time insights into stock levels, sell-in and sell-out activity, helping companies optimize inventory management, reduce stock-out risks, and improve overall supply chain efficiency.

The Full View™: NielsenIQ's proprietary platform that provides comprehensive market intelligence by combining retail measurement data, consumer panel data, and now indirect distribution insights. This integrated approach delivers complete understanding of market dynamics, consumer behavior, and retail performance across all channels, enabling more informed decision-making for manufacturers, retailers, and other stakeholders in the consumer goods ecosystem.

Latin America: A strategically important region for consumer goods companies, characterized by diverse retail landscapes where indirect distribution channels maintain significant market share. The region presents unique measurement challenges due to the prevalence of small independent retailers and complex distribution networks. NielsenIQ's acquisition of Mtrix represents its first additive transaction in Latin America since 2021, underscoring the company's commitment to regional expansion.

Consumer Intelligence: The systematic collection, analysis, and interpretation of data related to consumer behavior, preferences, and purchasing patterns. This intelligence encompasses retail measurement data, consumer panel insights, demographic information, and market trends that enable businesses to understand their customers better and make data-driven decisions about product development, marketing strategies, and market positioning.

Real-time Insights: Data analysis and reporting capabilities that provide immediate or near-immediate access to market information, sales performance, and consumer behavior patterns. This immediate visibility enables rapid response to market changes, optimization of inventory levels, identification of emerging trends, and quick decision-making across retail, trade marketing, and supply chain operations.

Points of Sale: Individual retail locations where consumer transactions occur, ranging from large format stores and supermarkets to small independent retailers and local markets. Mtrix captures transaction data from over 1.2 million points of sale across Brazil, providing comprehensive coverage of the retail landscape and enabling accurate market share calculations and performance analysis across diverse retail formats.

Market Intelligence: Comprehensive information about market conditions, competitive dynamics, consumer trends, and business opportunities that enables strategic decision-making. This intelligence combines quantitative data from sales transactions and market research with qualitative insights about consumer preferences and market developments, providing the foundation for effective business strategies and competitive positioning.

Data Integration: The technical process of combining information from multiple sources, systems, and formats into unified platforms that enable comprehensive analysis and reporting. Mtrix's platform integrates data between manufacturers, wholesalers, and distributors, while NielsenIQ's broader strategy focuses on combining retail measurement data with consumer panel information to provide holistic market visibility and actionable insights for clients.