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.
SKU Rationalization: Your Worst SKUs Are Not the Ones With the Lowest Revenue
SKU rationalization by revenue rank misses the SKUs bleeding margin through trade cost, chargebacks, and velocity decay. 35% drive zero profit.
Food Broker Management Starts Where the Quarterly Deck Ends
Food broker management needs its own data layer. Brokers earn on shipments, not scans. What Retail Link, SPINS, and UNFI Connect show that the deck omits.
Units Per Store Per Week: The Velocity Number Retailers Use to Delist Your SKU
Units per store per week is the velocity number buyers use to delist SKUs. Brands measure it from shipments; buyers measure scans, and the gap costs facings.