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Category Development Index (CDI)
Category sales per capita in a market versus national average.
Definition
CDI compares category per capita sales in a market to national per capita sales, indexed to 100.
How to Calculate
Divide category sales per capita in the market by national per capita, then multiply by 100.
Why it Matters
Shows where the category is strong or weak.
Key Advantages
Guides assortment and media by market.
Example
CDI of 80 signals category underdevelopment.
Use it to
Index category sales in a market versus total to locate over or under development. Use CDI with BDI to separate category potential from brand execution.
