Fair Share Index
Facing share against market share for the core set, held to the same standard for every brand: share is adjusted for the availability and compliance each brand actually received. Start at the brand, drill to the individual SKU. New items live on the Innovation Fair Share Index.
Brand space against demand
Facing share on the horizontal, market share on the vertical.
The dashed line is parity — market share equal to facing share. Points above the line pull more demand than the space they hold, so they are under-spaced. Points below the line hold more space than the demand behind them.
What the share read shows
- Red Bull is under-spaced for its demandRed Bull holds 6.1% of the facings in the core set against 9.7% of the market — index 1.59, worth +$11.2M a year if the space follows the demand.
- Nestlé Waters is the space to donateNestlé Waters sits at index 0.61 — 7.2% of the facings for 4.4% of the market. It is the cleanest donor in the core set, and roughly 13 facings come out of it before the shopper notices.
- The reallocation balancesUnder-spaced brands need about 57 facings; over-spaced brands can release about 41. The core set can be corrected inside its own door count — no extra space required, and +$38.1M on the table.
Coca-ColaAll categories | 31.0% | 28.4% | 0.92At fair share | -$8.1M | 143 of 460 | ||
PepsiCoAll categories | 24.5% | 26.8% | 1.09At fair share | +$7.1M | 113 of 460 | ||
Keurig Dr PepperAll categories | 14.2% | 12.1% | 0.85Over-spaced | -$6.5M | 65 of 460 | ||
MonsterAll categories | 9.4% | 12.9% | 1.37Under-spaced | +$10.8M | 43 of 460 | ||
Nestlé WatersAll categories | 7.2% | 4.4% | 0.61Over-spaced | -$8.7M | 33 of 460 | ||
Red BullAll categories | 6.1% | 9.7% | 1.59Under-spaced | +$11.2M | 28 of 460 | ||
BodyArmorAll categories | 4.4% | 2.9% | 0.66Over-spaced | -$4.7M | 20 of 460 | ||
CelsiusAll categories | 3.2% | 6.1% | 1.91Under-spaced | +$9.0M | 15 of 460 |
Fair Share Index is market share divided by facing share, adjusted for the availability and compliance each brand received. Above 1.00 the brand is under-spaced for its demand; below 1.00 it holds more space than it earns. This view covers the core set — new items are held to the same standard on the Innovation Fair Share Index.
How concentrated the market sales are
SKUs ranked by share of market sales.
14 of 24 SKUs carry 80% of market sales
18 of 24 SKUs carry 90%
Bars are each SKU's share of market sales, ranked largest first. The line is the running total — where it crosses 80% and 90% is how concentrated the portfolio really is.