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.
Trial vs Repeat Purchase: The Most Expensive Way to Die in CPG
Trial vs repeat purchase: high penetration with low repeat means spending to acquire buyers who never come back. Product failure disguised as growth.
Sales Decomposition: 14% Growth Hid a Household Penetration Decline
Sales rose on price while fewer households bought each quarter. Three-lever sales decomposition catches erosion disguised as growth.