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
- Monster is under-spaced for its demandMonster holds 11.8% of the facings in the core set against 12.5% of the market — index 1.19, worth +$14.2M a year if the space follows the demand.
- Core Elite is the space to donateCore Elite sits at index 0.77 — 1.2% of the facings for 0.9% of the market. It is the cleanest donor in the core set, and roughly 8 facings come out of it before the shopper notices.
- The reallocation balancesUnder-spaced brands need about 307 facings; over-spaced brands can release about 68. The core set can be corrected inside its own door count — no extra space required, and +$65.0M on the table.
MonsterEnergy | 11.8% | 12.5% | 1.19Under-spaced | +$14.2M | 353 of 3000 | ||
GatoradeSports Drink | 10.7% | 10.2% | 1.05At fair share | +$3.4M | 321 of 3000 | ||
Red BullEnergy | 9.5% | 9.4% | 1.12Under-spaced | +$7.2M | 284 of 3000 | ||
CokeCSD | 7.0% | 8.4% | 1.27Under-spaced | +$12.0M | 211 of 3000 | ||
Dr PepperCSD | 4.6% | 3.5% | 0.80Over-spaced | -$5.9M | 139 of 3000 | ||
Mt Dew2 categories | 4.4% | 4.5% | 1.10Under-spaced | +$2.8M | 132 of 3000 | ||
Circle KWater | 3.7% | 3.9% | 1.09At fair share | +$2.1M | 112 of 3000 | ||
Pepsi2 categories | 3.6% | 3.1% | 0.94At fair share | -$1.4M | 107 of 3000 | ||
CelsiusEnergy | 3.5% | 3.1% | 0.98At fair share | -$448K | 106 of 3000 | ||
Glaceau Smart WaterWater | 3.3% | 2.8% | 0.90Over-spaced | -$2.1M | 99 of 3000 | ||
Alani NuEnergy | 3.0% | 2.7% | 1.01At fair share | +$190K | 90 of 3000 | ||
StarbucksDairy | 2.7% | 2.8% | 1.10Under-spaced | +$1.7M | 82 of 3000 | ||
ElectrolitSports Drink | 2.2% | 2.0% | 0.99At fair share | -$142K | 67 of 3000 | ||
Body Armor2 categories | 1.8% | 1.6% | 0.95At fair share | -$571K | 54 of 3000 | ||
SpriteCSD | 1.7% | 2.5% | 1.55Under-spaced | +$5.9M | 51 of 3000 | ||
GhostEnergy | 1.3% | 1.6% | 1.40Under-spaced | +$3.3M | 39 of 3000 | ||
Circle K AztTea & Juice | 1.2% | 1.5% | 1.25Under-spaced | +$2.0M | 37 of 3000 | ||
Core EliteTea & Juice | 1.2% | 0.9% | 0.77Over-spaced | -$1.7M | 35 of 3000 | ||
GatorlyteSports Drink | 1.1% | 1.5% | 1.55Under-spaced | +$3.7M | 32 of 3000 | ||
C4Energy | 1.0% | 0.7% | 0.84Over-spaced | -$1.0M | 30 of 3000 | ||
BloomEnergy | 1.0% | 0.7% | 0.78Over-spaced | -$1.4M | 30 of 3000 | ||
MeadowbrookWater | 0.9% | 0.9% | 0.96At fair share | -$237K | 28 of 3000 | ||
EssentiaWater | 0.9% | 0.7% | 0.84Over-spaced | -$913K | 27 of 3000 | ||
PoweradeSports Drink | 0.8% | 1.1% | 1.53Under-spaced | +$2.7M | 24 of 3000 | ||
ReignEnergy | 0.8% | 0.9% | 1.32Under-spaced | +$1.6M | 23 of 3000 | ||
DasaniWater | 0.8% | 0.8% | 0.96At fair share | -$211K | 25 of 3000 | ||
NosEnergy | 0.7% | 1.0% | 1.54Under-spaced | +$2.5M | 22 of 3000 | ||
AquafinaWater | 0.6% | 0.7% | 1.18Under-spaced | +$685K | 18 of 3000 | ||
Core NaturalWater | 0.5% | 0.7% | 1.46Under-spaced | +$1.5M | 15 of 3000 | ||
FijiWater | 0.5% | 0.7% | 1.33Under-spaced | +$1.1M | 16 of 3000 |
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.
48 of 80 SKUs carry 80% of market sales
62 of 80 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.