Glossary
Shelf share
Shelf share is the proportion of display space a brand occupies relative to the total of its category in a store. It is measured in facings, in linear metres or as a percentage of shelf, and it is an indicator of competitive position.
It matters because space predicts sales: in fast-decision categories, the brand that occupies more shelf sells more almost regardless of the other variables. Losing space is losing future sales, even if this month figures do not show it yet.
It is surveyed during the visit, with photos, and its value lies in the series rather than in the single reading: what matters is not today percentage but whether ground is being gained or given up against the competition, store by store.
Where GoDoWorks handles this:GDW Trade