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Nielsen to include three Ms' data

Published:  23 July, 2008

Leading marketing information gatherer AC Nielsen is to include full EPOS data from Majestic, Morrisons, Marks & Spencer, and Unwins for the first time.

A spokeswoman for Nielsen said that the company now receives EPOS data from every single UK store of the above retailers. The company's Scantrack system now analyses data from 83,000 stores across the country, 48,000 of which are licensed. The decision puts an end to the use of

estimation - as had previously been the case with Morrisons and Unwins.

We are always trying to increase our coverage, and it's a huge achievement to have these retailers on board,' said the spokeswoman. These inclusions are permanent.'

Last year, a misunderstanding between AC Nielsen and Taylor's led to the Port house mistakenly claiming that it had taken Cockburn's number-one spot in the UK off-trade. However, certain promotions in Safeway and Somerfield stores may have registered as full-price sales.

But this week, the new Nielsen data (MAT to week ending 9 July 2005) showed that Taylor's has taken the top spot, with a 19.9% value and 19.6% volume share, compared with 18.7% and 17.2%, respectively, for Cockburn's.