Nielsen, which own Progressive Grocer, said it has extended its agreement with P&G in the U.S. It already works with P&G in more than 65 countries in Europe, Asia, Latin America, the Middle East, and Africa.

Under the multi-year agreement, Nielsen will provide P&G with marketing information and technology services, including retail tracking, insights on consumer purchase behavior, marketing analytics, and Nielsen Answers, the firm's technology-based business intelligence solution.

"At P&G we touch the lives of billions of people everyday so it is critical to understand what is driving consumer behavior," said Garry Terrell, section manager, U.S. market measurements, P&G. "We believe the continued collaboration with The Nielsen Company and the delivery of Nielsen's Answers technology platform will enable us to access the data and research we need to drive business-building insights and innovation that both excites and delights our U.S. customers."