Terms of the deal were not disclosed. Munich-based USP focuses on the consumer goods industries in German and Austria, particularly the tobacco, confectionery and drinks categories.

Risto Maila, group managing director of Nielsen in Germany, Austria, Switzerland and the Benelux countries, said the convenience store sector was of “great strategic significance”.

“The global Nielsen network offers a great opportunity for us,” said Sarah Auer (pictured), management director of USP. “We have developed very successful and innovative research approaches for the convenience sector. Now this global presence and Nielsen’s expertise in the area of analysis present us with further possibilities for development and the chance to expand our offering into more markets and sectors.”