All Commodity Volume (ACV)
What is All Commodity Volume (ACV)? ACV is the total sales (in dollars) for a given retailer within a specific market. This measurement includes all...
What is All Commodity Volume (ACV)? ACV is the total sales (in dollars) for a given retailer within a specific market. This measurement includes all...
When discussing a retailer’s assortment, you may hear the following terminology: Add Items not currently carried by a retailer in any of their...
These items have a high probability of being delisted by a retailer during their next line review. At-risk items score below average on a combination...
Price paid ($/units) per product unit or package. Average price is the weighted average of non-promoted and promoted prices. Use this to compare the...
Base price, or non-promoted price, is the estimated average non-promoted price across all stores, not just those stores that are not running a...
An item or brand that is ranked in the top 20th percentile of a given product category. Best in Class items have the highest combination of sales,...
BDI or Brand development index measures the percent of sales for a product in a given market versus the percent of the US population in that market....
CDI or Category Development Index measures the percentage of sales for a category in a given market versus the percentage of the US population in...
What is category management? Depending on who you ask, the specific definition of category management may change slightly. However, everyone agrees...
Large format retail stores that typically sell larger packages, at a lower equivalized price, and require customers to pay a membership fee.
A small format retail business that sells everyday and immediate consumption items, sometimes as part of a gas station. Stores are often located...
A County: Any county located in one of the 25 largest U.S. cities that have more than 20,000 households. A Counties represent highly urbanized areas...
A consumer product good is similar to a fast-moving consumer good in that it encompasses a range of verticals that are sold for relatively low price...
In the CPG/FMCG industry, most of the time “CPG company” refers to CPG manufacturers. These companies may produce one single brand or even one...
CPG marketing is distinct from marketing in other industries in a few important ways. While branding strategies and marketing tactics like TV ads or...
This measures the expected sales of a product in a given geography based on the demographic fit of that product’s shoppers with the shoppers of...
This is the difference between a products promoted price and non-promoted price calculated as 1 – (promoted price / non-promoted price). Depth...
This is the number of weeks when a given product was on an in-store display outside of the everyday shelf. Displays are used by retailers to...
Distribution is made up of all the SKUs your brand offers multiplied by each store selling. Your share of distribution is how well your product(s) is...
A small format store selling General Merchandise and Grocery products typically in smaller packages at discounted price, but not necessarily just a...
The average spend per household (HH) for product buyers within a given geography and time period. $ per HH is a good measure of the total spend by...
The average price per unit for a given product. $ Spend per Trip = Total Product Dollar Sales / Total Product Units. For example, if Private Label...
Dollar at risk measures the amount of a product’s sales that are at near-term risk of being delisted by a retailer. Based on the growth, sales...
One of the most common and powerful measures of distribution productivity. $/TDP (sales per distribution point, also known as velocity) measures the...
The amount spent on a given product per product trip. $ per Trip = Total Product Spend / # of Trips Containing Product. For example, if the total...
Items that have been discontinued or removed from distribution in a given geography. Items are dropped either due to supply chain rationalization by...
Measures the volumetric impact from a price change holding all other variables constant. Elasticity = % volume impact for every % change in price....
EDLP or everyday low price is a pricing strategy where either a retailer or a product is limited to no promotions and uses their trade funds to offer...
These are shoppers that buy in the category at least twice and are exclusively buying one brand. Exclusive shoppers are your most loyal shoppers. A...
These are buyers that have increased their purchasing in the latest period in a given geography versus the prior period. Expanded category buyers can...
This measures the amount of support, typically Display, Feature, Feature and Display or shelf space, given to a product in a given geography versus...
The number of weeks when a given product was on both Feature and Display at the same time. Retailers will often place items that were in the Feature...
This is the number of weeks when a given product was in the Circular/Leaflet/Flyer (Feature). Features are used by retailers to communicate savings...
Households that switch from flavor to flavor in a given category. Flavor seekers buy more than 65% of their units on unique flavors. For example, a...
FMCG are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries,...
NielsenIQ divides the US into 4 geographic regions: East, South, Central and West. Use FMCG Regions to understand broad differences in performance...
This is the number of times per year that the average shopper of a product buys that product. Purchase Frequency measures the purchase cycle of a...
A store primarily focused on selling food and consumable products. NielsenIQ’s data is nationally projectable and provides an estimate of sales...
The categorization of shoppers by frequency of purchase help CPG manufacturers better identify retail and marketing tactics that work (and those that...
Hurdle rate is a measure of the threshold that a retailer uses when determining which products to carry. When looking at which items to carry, a...
The sales above baseline (lift) sold for every week of promotion activity. When an item has promotion activity the actual sales during that activity...
The net amount of volume that a brand would gain when the product was added to the shelf. Imagine that a new size of Private Label soda was added to...
The amount of volume that will be lost from the category if an item were to be delisted or the amount of volume that a category would grow by if a...
One of the best ways to build sales as a CPG company is to run promotions. As a smaller brand, you need promotions to help entice new customers to...
Measures the number of unique items selling per store for a given market and product group. Items per store is a good measure of the breadth of your...
The amount of dollars spent on a product by shoppers of a retailer, outside of that retailer. Leakage can come from a retailer’s shopper who...
This is a proprietary segmentation that classifies households into a group with other like households based on their demographics and purchase...
A speciality store that sells primarily Alcohol including Beer, Wine and Spirits. State and National laws often govern what products these stores are...
These are shoppers who buy in a given category 2 or more times and spend more than 65% of their category sales on one brand. Loyal shoppers show a...
Geographic regions built around key cities, including their suburbs, to help understand differences in performance across the country. Major Markets...
Also known more simply as “share”, this is the percent of sales that a given product represents of a given product hierarchy level. Share...
A large format retailer that sells a large quantity of different grocery and general merchandise products to a large number of shoppers.
Stores typically located on military bases that sell products to active and retired military personnel. Military stores use a cost plus model to...
These are buyers who purchased the category in the latest period in a given geography but did not purchase the category in the prior period in the...
A classification of households based on their change in purchase behavior on a given product across two time periods. New HHs bought in the current...
The specific language used to communicate a product’s promoted price. Offers can be either suggested multiples, such as 2 for $5 where the...
The percent change in sales for a given category and time period versus the same time period year ago. % sales change = (Current Year Sales –...
This means dollars of lift divided by dollars spent on the promotion. The higher the efficiency rate, the more productive trade is at driving lift...
The percent of total volume (Promoted Volume/Total Volume) sold with a price reduction and/or feature/display support. Higher percent promoted volume...
The percent change in sales for a given product and time period versus the same time period year ago. Percent sales change = (Current Year Sales...
This measures the percentage of stores in the universe that carry a particular product. Percentage of stores selling is a good measure of the overall...
Measures the number of unique buyers that a product contributes to the category that do not buy another less incremental product. The more...
A speciality store that sells products primarily targeted to Pets. NielsenIQ uniquely offers data from neighborhood pet retailers. Retailers can be...
This uses price elasticity to quantify the expected volume change due to the proposed price change. The price change impact is calculated using the...
This is simply the difference in price between a pair of products. Price gap is often compared across brands for similar products as a Private Label...
Indicates how a product is priced when compared to the category average for a market. If the Price index to the category average is 80 for Brand A...
The percent of volume that moves at or below the price of the product in the category. If Brand C has a price percentile of 70% that means 70% of...
A key or “hot” price point that drives a greater response from shoppers versus what would have been expected. For example, a product at...
The average price per unit charged for a given product when on promotion. When aggregating across product or markets, this will be the average unit...
The amount of volume sold at a price reduction and/or with the presence of Feature/Display support. Use this measure to see how highly promoted a...
Incremental activity during a promotion outside of just the price discount designed to draw attention to the promotion. Types of promotion support...
The specific weeks when an item was on promotion. Optimizing Promotion Timing is an often over-looked component of setting an optimal promotion...
Also known more simply as lift, the proportion of promotional sales that are incremental or beyond what are are expected to sell on a given week. If...
This is the decomposition of total volume in what drives shoppers. Total sales is a function of the number of households buying the product...
NielsenIQ uses what’s known as a “hierarchy” to categorize products into the relevant department, supercategory, category,...
Retail data analytics is an umbrella term for a whole host of business intelligence that helps CPG manufacturers sell more. Data could be as simple...
What is a retail KPI? Key performance indicators (KPI) are valuable tools for business owners. A KPI is a metric to show how well a product or...
This identifies the retailers that a given product are carried in, and the percent of total market sales sold by those retailers. This is calculated...
These are buyers who shop a given category at least twice and spend more than 65% of their category dollars in a single retailer. When meeting with a...
The number of retailers per household that a shopper visits for a given product.
Measures the days after the first sale of a product anywhere that it first sells in a given retailer. Use this measure to help identify the retailers...
This refers to state geographies with either Total Grocery or Total FMCG Retail sales as noted in the market label. These markets are especially...
Identifies the stores whose shopper demographic profile most closely match the demographic consumers of a given product. When securing distribution,...
This refers to volume sold on promotion that would have sold at full regular price had the promotion not been run. Subsidized volume is margin...
The volumetric impact of crossing a key consumer price point (threshold). When reducing price to go below a threshold, the volume impact will be a...
While you can look at individual items, you also need to pay attention to your brand as a whole. In this case, you’ll want to determine your...
NielsenIQ’s most comprehensive market, representing over $900B in retail sales, including all brick and mortar volume from retailers that sell...
Also known as price discount, this is any price reduction of more than 5% versus a given product’s everyday shelf price. TPRs are used by...
CPG manufacturers and retailers follow a schedule that dictates their annual activities. For example, many manufacturers may plan their trade...
Trade efficiency measures how much promotional lift is associated with each $ spent marking down an item on promotion. A value above $1 means the...
Trial & Repeat are used to measure the initial adoption and ongoing viability of a new product. Trial measures the percent of households in a...
The number of product units bought per product trip. Units per Trip = Total Product Units / # of Trips Containing Product. For example, if the total...
Velocity is the measure of sales per distribution point. For an item, a distribution point represents the item selling in 1% of the market. For an...