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Subsidized (Non-Incremental)
Definition
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.
How It's Calculated
Example
A promotion drives higher sales during a given week, but much of the volume comes from consumers purchasing earlier than usual or switching between SKUs, making those sales subsidized (non-incremental) rather than true growth.
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