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Track business performance against key competitors at every stage of the product lifecycle.
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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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Suggested solutions
TERM
SMB
Small and Medium-sized Business
Definition
CPG manufacturers with smaller scale, limited portfolios, and lighter trade budgets compared to large national suppliers. SMBs typically operate with tighter margins, simplified operations, and targeted distribution that emphasizes regional or niche opportunities.
How to Calculate
Classify CPG companies based on annual revenue or production volume using the thresholds defined in your internal taxonomy. Aggregate sales, distribution, price, and promotional metrics only across manufacturers that fall within the SMB revenue band.
Why it Matters
SMBs often grow through focused distribution, niche innovation, or regional strength, which makes their performance patterns materially different from large suppliers. Analyzing SMBs separately clarifies competitive pressure, identifies emerging challengers, and highlights where smaller players gain traction.
Key Advantages
Helps benchmark performance and strategy against manufacturers with comparable scale.
Example
If SMB manufacturers account for $30 million of a $200 million category, they represent 15 percent of category sales.
Use it to
Assess small and medium-sized businesses as a distinct segment. Compare SMB performance to larger accounts to tailor pricing or support.
