Distribution Panel

The distribution panel provides continuous tracking of product sales to consumers based on information gathered at the retail point-of-sale. Information is primarily gathered from scanning cash-registers with supplementary store audits. Our read represents sales in about 17,000 retail outlets in the Circular Markstrat world. The table and charts of this study provide the market shares, based on unit sold, by channel for each brand currently on the market. They also give the unit product category sales by channel and in total. The relative sizes of the channels are provided as well in Figure 27.

The distribution coverage figures in Figure 28 represent the proportion of stores that carry a given brand. The report gives the information for each brand currently on the market. The number of outlets in each distribution channel is provided as well. eStores are not referenced in the “distribution coverage” table, as it is direct distribution (company’s own online store).