A spotlight on large brands – Part 2
The role of availability
Winning large brands have been able to increase availability
In line with previous learnings, even for brands with typically at least 80% distribution availability is key to growth (and decline). Share winners saw their distribution grow (from very high levels), while share losers did not.
Winning large brands have been able to increase retailer listings
A key element in gaining availability is increasing the listings within all and especially the top retailers that provide most exposure. Winners increased their presence in the Top 10 chains by 0.3 (i.e. they were listed in 7.9 of the top ten retailers in 2019 and 8.2 of the top ten retailers in 2023) whereas losers have lost some ground.
Winning large brands have built on distribution gains with increased visibility
In addition to more listings and increased distribution, large winning brands have increased their share of category assortment with more than a 5% differential to losing brands. As shown last week, this happens when new launches do not replace but add to the existing assortment.