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TERM
Product Share
Percentage of brand or category sales captured by a single product.
Definition
Product share shows how much one SKU contributes to total brand or category sales, revealing its role in the lineup.
How to Calculate
Divide product sales by total brand or category sales and multiply by 100.
Why it Matters
Helps identify hero products and optimize assortment.
Key Advantages
Supports SKU rationalization, informs promotional focus, and improves inventory planning.
Example
If one cereal SKU sold $10,000 out of $50,000 brand sales, product share is 20 percent.
Use it to
Measure the share of total brand sales each SKU contributes to prioritize assortment. Reallocate facings toward high-share items and reassess those with persistent low share.
