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Total FMCG Retailers
Definition
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.
How It's Calculated
Example
A personal care brand is distributed in 8,000 stores within a market that has 20,000 total FMCG retailers. This means the brand is present in 40% of all possible FMCG retail outlets in that market.
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