Penetration in CPG Means Three Things. Most Dashboards Show None of Them.
Three CPG penetration metrics get called one name: distribution, velocity vs. distribution, and household. Confusing them means funding the wrong strategy.
Three CPG penetration metrics get called one name: distribution, velocity vs. distribution, and household. Confusing them means funding the wrong strategy.
Distribution tells you where you are. Scan velocity tells you how fast you sell there. That distinction drives expansion, pruning, and rationalization.