Browse All Terms
Explore every CPG term by letter or category — from “A/B Testing” to “Zero-Based Budgeting.”
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Zoning
The process of organizing and maintaining product sets on shelf to align with the store’s planogram, ensuring items are correctly placed, properly faced, and consistent with intended category layout.
Yield Management
A strategic approach to optimizing pricing, promotions, and trade investments to maximize revenue and profitability, often by adjusting tactics based on demand, timing, and channel performance.
Yield
The percentage of raw materials that are successfully converted into finished, sellable products during the manufacturing process, reflecting production efficiency and waste levels.
xAOC
Stands for “eXtended All Outlet Combined,” a Nielsen-defined retail measurement that aggregates sales and distribution across multiple retail channels, typically including grocery, mass, drug, dollar, and club, but excluding convenience stores.
Wing Display
A secondary in-store display positioned on the side (“wing”) of a primary shelf or aisle fixture, designed to increase product visibility and drive impulse purchases outside of the main shelf set.
Wholesaler
An intermediary that purchases products in bulk from manufacturers and distributes them to retailers, rather than selling directly to consumers. Wholesalers help expand distribution by supplying multiple retail accounts and managing inventory flow.
Weighted (WTD)
A measurement approach that accounts for the relative importance or size of retailers or stores (typically based on sales volume), ensuring that larger, higher-volume accounts have a greater influence on the metric.
Weekly Sales Log
A regularly updated record of product sales tracked on a weekly basis, used to monitor performance trends, evaluate promotions, and inform forecasting and inventory decisions.
Volume Decomposition
An analytical approach used to break down changes in sales volume into key drivers such as distribution, price, promotion, and velocity, helping identify what factors are contributing to growth or decline.
Vertical Merchandising
A merchandising technique where products are arranged vertically on shelves, grouping similar items or brands from top to bottom to improve visibility, make it easier for shoppers to find products, and encourage trade-up or cross-purchase.
Vendor Shop
A retail format or store section operated by a manufacturer or vendor within a larger retail environment, where the vendor has control over merchandising, assortment, and sometimes staffing to drive brand visibility and sales.
Velocity Analysis
The evaluation of how quickly a product sells over a given period of time, typically at the store or SKU level, used to assess product performance, demand, and efficiency of distribution.
Unplanned Purchase
A purchase decision made by a shopper in-store or online that was not intended prior to the shopping trip, often influenced by factors such as product placement, promotions, displays, or impulse appeal.
Unplanned Out-of-Stocks
Instances where a product is unavailable on shelf due to unexpected supply, inventory, or replenishment issues, rather than planned gaps such as seasonal resets or discontinued items. These outages can result in lost sales and reduced shopper satisfaction.
Units per Trip
The average number of units of a product purchased by a shopper in a single shopping trip, used to understand basket size and purchasing behavior.
Trial and Repeat
A measure of consumer purchasing behavior that evaluates how many shoppers try a product for the first time (trial) and how many of those shoppers go on to purchase it again (repeat), indicating both initial appeal and ongoing product satisfaction.
Trading Area (TA)
A defined geographic area or market region used by retailers and manufacturers to analyze sales performance, distribution, and shopper behavior. Trading Areas are often based on store clusters, regions, or retailer-defined market boundaries.
Trade Promotion
A marketing tactic in which a CPG manufacturer provides incentives to retailers—such as temporary price reductions, discounts, displays, or allowances—to encourage product stocking, visibility, and increased sales.
Trade Efficiency
A measure of how effectively trade promotion spend (such as discounts or TPRs) drives incremental sales, indicating how much sales lift is generated for each dollar invested in promotional activity.
Total Price Reduction (TPR)
A temporary price discount offered by a retailer or manufacturer that reduces the shelf price of a product for a defined period, typically funded in part by the manufacturer to drive short-term sales lift and volume.
Total FMCG Retailers
The total number of retail outlets within a defined market that sell fast-moving consumer goods (FMCG), used as a baseline to assess distribution, coverage, and market penetration.
Total Distribution Points (TDP)
A measure of a product’s total availability and shelf presence, combining how widely it is distributed (ACV) with how many items or facings are carried in those stores. TDP reflects both breadth and depth of distribution.
Tie-In Promotion
A promotional tactic where a CPG product is linked to an external property, event, or partner brand to increase shopper attention, enhance in-store presence, and drive incremental sales.
Threshold Impact
The minimum level of distribution, merchandising support, or marketing activity required for a CPG product to generate measurable sales lift or velocity. Below this threshold, efforts typically do not produce meaningful or sustained results.
Suggested Retail Price (SRP)
The recommended price set by a manufacturer for a product to be sold at retail, serving as a guideline for retailers when setting shelf prices.
Subsidized (Non-Incremental)
Sales or volume that are supported by promotional activity but do not represent true incremental growth, often resulting from shifting timing, stock-up behavior, or switching within a brand or category rather than generating new demand.
Store Brand
A product brand that is owned and sold exclusively by a retailer, often positioned as a lower-cost or value alternative to national brands.
Store Best Fit
An analysis used to identify the stores where a product is most likely to perform well, based on factors such as shopper demographics, store attributes, and historical sales patterns.
Stock Capacity
The maximum quantity of a product that can be stored or displayed in a given space, such as a shelf, backroom, or warehouse, based on physical and operational constraints.
Static Panel
A fixed group of consumers or households tracked over time to measure purchasing behavior, where the same participants remain in the panel for consistent longitudinal analysis.
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