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Full-Price Equivalent (FPE)
Definition
A normalized sales metric that estimates what sales would be at full (non-promotional) price, adjusting for the impact of discounts and promotions. FPE is used to evaluate true underlying demand and brand strength independent of promotional activity.
How It's Calculated
Promotional sales dollars adjusted to reflect full (base) price levels
(often: Units sold × Base price)
Example
A snack brand sells 10,000 units during a promotion at $2.00 instead of its $2.50 base price. Using FPE, those sales are adjusted to $25,000 (10,000 × $2.50) to reflect full-price equivalent revenue.
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