Completion of the Deal for the Sale of Nielsen and GfK’s Russian Divisions
The international analytics firms Nielsen and GfK completed the sale of all their Russian assets in 2026. LLC «GfK-Rus» (the former GfK division, operating under the ICMR brand since 2025) and LLC «AC Nielsen» have been transferred to Russian investors Konstantin Leonovich and Alexey Dorofeev, the general director of «GfK-Rus.» Following the deal, Mr. Leonovich’s company acquired 60% of LLC «GfK-Rus,» while Alexey Dorofeev’s company took 40%, with Dorofeev also appointed to lead LLC «AC Nielsen.»
This transaction is crucial as it shifts the Russian business from foreign control to local management, a significant step under the new legislative restrictions imposed on companies with foreign participation.
Legislative Restrictions and Their Market Impact
In July 2025, Russia enacted a law limiting foreign company participation in the research business within the Russian market. Under this law, companies with more than 20% foreign ownership cannot conduct research, and all data must be processed exclusively in Russian data centers. These measures aim to protect national information security and regulate the analytics market.
As a result, Nielsen and GfK, which had substantial foreign investment stakes, were compelled to restructure their operations to comply with the new requirements and maintain their market presence.
Origins of the Restructuring and External Factors
The groundwork for selling the Russian assets of these analytics firms emerged back in June 2024. Clients were informed that the changes were driven by pressure from Russian authorities on foreign research companies and internal policies at the American firm NielsenIQ. Retaining Russian specialists in management and analytics teams became a critical condition for preserving market positions in consumer electronics.
Thus, the restructuring enabled adaptation to the prevailing political and regulatory environment, minimizing the risks of business closure and client loss.
Economic and Operational Consequences for the Analytics Market
According to company representatives, notably from «Marvel-Distribution,» the shift to local ownership may lead to decreased costs for analytical services. Eliminating expenses related to foreign data centers and reducing the influence of foreign entities on business will allow cost optimization and enhance competitiveness in the Russian market.
Moreover, localizing management and analytical capabilities facilitates faster and more flexible responses to client demands and market changes.
Prospects for the Russian Analytics Market
The exit of Nielsen and GfK from foreign ownership marks an important milestone in the development of Russia’s marketing and consumer research sector. Companies can now build strategies tailored to the national market’s specificities and regulatory demands. This also creates opportunities for new players and investors focused on the domestic market.
Maintaining professional management and analytical expertise, alongside compliance with new laws, establishes conditions for sustainable growth and improved quality of analytics in Russia.
Conclusion: The completion of the sale of Nielsen and GfK’s Russian assets places major analytics firms under domestic control, ensuring compliance with new regulatory requirements and cost optimization.