Innovation Scorecard
The same fair share standard applied to new items only: facing share against market share, adjusted for the availability and compliance each new item actually received. Read it next to the core set to see the whole brand.
New items in the set
Across 15 brands in scope
Under-spaced opportunity
Annual sales sitting behind new items that earn more space
Sell-through, adjusted
53% before adjusting for the availability these items got
Distribution vs demand
New items held back by the shelf, against those the shopper is passing by
Brand space against demand, new items
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 new items show
- 18 new items are being judged on doors they never gotCelsius Live Fit Berry 12z reads 44% sell-through, but 69% once you only count the stores that actually had it on shelf. Across the innovation set the availability adjustment is worth 13 points — the item is fine, the distribution is not.
- C4 Jolly Rancher Green Apple 16z is past the launch window484 days on shelf at 44% availability-adjusted sell-through. Past 120 days it stops being a new item — either it moves into the core set or it gives its facings back.
- Pathwater Lto 25z is a genuine demand problem23% availability-adjusted sell-through after 460 days, against Pathwater Alkaline Water 25z at 29% as the comparable. The doors were there; the shopper was not. 33 items read this way in the innovation set.
Brands, ranked by their new-item space
Facing share Market shareMt Dew3 new items · CSD | 0.6% | 1.5% | 2.50Under-spaced | 82% raw · 87% adjusted | +$1.4M | |||
Ghost7 new items · Energy | 2.7% | 4.6% | 1.70Under-spaced | 61% raw · 76% adjusted | +$3.4M | |||
Dr Pepper1 new item · CSD | 0.5% | 0.8% | 1.60Under-spaced | 48% raw · 65% adjusted | +$0.5M | |||
Pepsi1 new item · CSD | 0.2% | 0.3% | 1.50Under-spaced | 67% raw · 75% adjusted | +$0.3M | |||
Rockstar1 new item · Energy | 0.2% | 0.3% | 1.50Under-spaced | 68% raw · 98% adjusted | +$0.2M | |||
Alani Nu1 new item · Energy | 0.2% | 0.3% | 1.50Under-spaced | 63% raw · 90% adjusted | +$0.2M | |||
Gatorade3 new items · Sports Drink | 2.9% | 3.4% | 1.17At fair share | 68% raw · 81% adjusted | +$1.0M | |||
Starbucks7 new items · Dairy | 1.6% | 1.8% | 1.13At fair share | 49% raw · 61% adjusted | +$0.5M | |||
Celsius8 new items · Energy | 3.4% | 3.6% | 1.06At fair share | 53% raw · 71% adjusted | +$0.8M | |||
Red Bull28 new items · Energy | 49.2% | 51.7% | 1.05At fair share | 53% raw · 66% adjusted | +$11.3M | |||
Monster15 new items · Energy | 15.6% | 16.4% | 1.05At fair share | 46% raw · 58% adjusted | +$3.6M | |||
C46 new items · Energy | 4.0% | 4.2% | 1.05At fair share | 43% raw · 58% adjusted | +$1.0M | |||
Monster Java7 new items · Dairy | 8.7% | 8.8% | 1.01At fair share | 56% raw · 66% adjusted | +$1.2M | |||
Pathwater1 new item · Water | 0.3% | 0.3% | 1.00At fair share | 21% raw · 23% adjusted | -$0.1M | |||
Starbucks Coldbrew1 new item · Dairy | 0.2% | 0.2% | 1.00At fair share | 44% raw · 60% adjusted | +$0.1M |
Innovation Fair Share Index is market share divided by facing share for new items only, adjusted for the availability and compliance each item received. Above 1.00 the new item is under-spaced for its demand; below 1.00 it holds more space than it earns. A low sell-through with a high adjusted rate is a distribution problem, not a demand problem — the item never got its facings. Run this next to the Fair Share Index, which covers the core set.
How concentrated the market sales are
New items in full color against the core set in gray, ranked by share of market sales.
57 of 170 SKUs carry 80% of market sales
76 of 170 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.