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Dollars at Risk
Definition
The amount of current or projected sales revenue that could be lost due to distribution loss, assortment changes, competitive pressure, or declining performance. Dollars at risk quantify the potential financial impact of exposure within a retailer, channel, or category.
How It's Calculated
At-risk units × Average retail price
(or current dollar sales associated with at-risk distribution)
Example
A cereal brand faces potential delisting of two SKUs representing $2 million in annual sales at a major retailer, identifying those sales as dollars at risk ahead of a category review.
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