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P&G on market research

This article was originally published in The Tan Sheet

Executive Summary

About 50% of U.S. retail sales in categories in which P&G competes not tracked by IRI and ACNielsen, CFO Clayton Daley says during Oct. 29 Q1 review. "Our estimates indicate U.S. consumer categories in which we operate are growing about four percentage points faster than the data provided by the main U.S. share data services," he says, adding growth rate differences in P&G businesses have "consistently been even higher." He explains underestimates reflect fact that unmonitored retail channels, including Wal-Mart, club and convenience stores, are growing faster than the food, drug and select mass outlets that are tracked. To compensate, P&G notes it is working with manufacturers and research firms to establish "all-outlet reporting capability" for market measurement...

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