NielsenIQ (NYSE: NIQ) expanded NIQ Product Insights (NPI) to Austria, Belgium, Italy, Netherlands, Portugal, Spain, and Switzerland. The move connects product attributes with market performance to support AI-driven commerce.

The expansion builds on existing availability in France, Germany, Ireland, and the United Kingdom. NPI integrates trusted attributes such as ingredients, claims, certifications, nutrients, and functional benefits with market measurement data. This allows brands and retailers to identify which specific features drive purchase decisions and category growth.

Market Drivers

Consumer willingness to pay premiums for specific attributes is evident in Western Europe. NIQ analysis indicates that 41% of consumers are willing to pay more for elevated ingredients or formulations. Similarly, 39% are willing to pay more for ingredient and supply chain transparency.

Specific product benefits are outpacing broader category growth in key markets:

In the UK skin cleansing segment, products with a hyaluronic acid claim averaged £15.87/kg. This price point is more than three times the category average of £5.04/kg.

What the Numbers Show

The data reveals a significant divergence between attribute-led growth and general category performance. In Germany, shampoo products featuring a "Gentle Formula" grew 48%, while the total shampoo category grew less than 1%. This suggests that specific functional claims are primary drivers of volume expansion in mature categories, rather than overall demand shifts.

Strategic Context

Emilie Darolles, President of Western Europe at NielsenIQ, stated that Product Intelligence is becoming essential commerce infrastructure as shoppers use AI-powered tools to evaluate products against specific needs. NPI helps clients connect trusted attributes with market performance to innovate faster and optimize strategies.

NPI supports decisions across innovation, pricing, and assortment. It complements traditional market measurement by explaining why products are growing or declining based on their characteristics. The solution is designed for manufacturers, retailers, and category managers seeking to understand shopper choice drivers.

NielsenIQ (NYSE: NIQ) and Similarweb (NYSE: SMWB) announced further advancements in their Agentic Commerce Measurement strategy. The collaboration adds a measurement component to NIQ's Commerce Intelligence strategy, helping brands understand purchases in an agentic economy.

Strategic Partnership

The companies are combining NIQ’s product intelligence and retail sales measurement with Similarweb’s digital data capabilities. This integration aims to provide brands and retailers with visibility into the agentic path to purchase.

The work focuses on deploying NIQ’s world-class, AI-ready content directly into agentic commerce workflows. It equips brands and retailers with the signals they need to react effectively.

AI agents are evolving from product discovery tools to active participants in the purchase process. Infrastructure such as Google’s Universal Commerce Protocol and OpenAI’s Agentic Commerce Protocol enables consumers to complete buying journeys within single AI experiences.

Measurement Capabilities

The solution addresses the challenge of measuring commercial influence in AI-mediated environments. Brands need to verify if products appear in AI-driven discovery and if that visibility converts to sales.

Timeline and Scope

An initial version of the solution is scheduled for release in Q4 2026. The rollout will begin with a focused set of categories and markets before expanding. Coverage will include leading AI discovery platforms such as ChatGPT, Gemini, Google AI Mode, Perplexity, and Claude.

Troy Treangen, Chief AI and Product Officer at NIQ, stated that AI is becoming a new commerce channel. He noted the company intends to make this channel measurable using its AI-ready data foundation.

Susan Dunn, Chief Revenue Officer at Similarweb, emphasized that AI’s influence extends beyond the platform. She highlighted that combining digital signals with NIQ’s sales intelligence provides a clearer view of commercial outcomes.

What the Numbers Show

The partnership creates a direct linkage between upstream digital signals and downstream retail verification. By integrating Similarweb’s foundational digital data with NIQ’s retail sales measurement, the solution attempts to solve the attribution gap inherent in agentic workflows where traditional click-based tracking fails.