Fair Share Index
Facing share against market share for the core set, held to the same standard for every brand: share is adjusted for the availability and compliance each brand actually received. Start at the brand, drill to the individual SKU. New items live on the Innovation Fair Share Index.
Cold vault only. Secondary displays — end caps, floor stacks, racks by the register — earn no credit here, so a brand with 40 facings around the store still reads as under-spaced. Switch to total store space to see the argument change.
Brand space against demand
Facing share on the horizontal, market share on the vertical.
The dashed line is parity — market share equal to facing share. Points above the line pull more demand than the space they hold, so they are under-spaced. Points below the line hold more space than the demand behind them.
What the share read shows
- Gatorade is under-spaced for its demandGatorade holds 6.4% of the facings in the core set against 9.7% of the market — index 1.73, worth +$95.6M a year if the space follows the demand.
- Starbucks is the space to donateStarbucks sits at index 0.74 — 4.9% of the facings for 3.3% of the market. It is the cleanest donor in the core set, and roughly 37 facings come out of it before the shopper notices.
- The reallocation balancesUnder-spaced brands need about 585 facings; over-spaced brands can release about 143. The core set can be corrected inside its own door count — no extra space required, and +$409.7M on the table.
Private brand — measured on its own
14 items · 2 categories
- Facing share
- 2.0%
- Market share
- 1.7%
- Facings
- 59 of 3000
Private brand is measured on its own. It is held out of every share calculation above — numerator, denominator and the parity line — because 7-Eleven assigning itself space is not the same argument as a national brand earning it. The percentages here are its own space and its own sales against the whole cold vault.
Brands, ranked by fair share
MonsterEnergy | 7.8% | 9.1% | 1.40Under-spaced | +$63.9M | 228 of 2941 | ||
CokeCSD | 7.8% | 5.9% | 0.84Over-spaced | -$25.8M | 230 of 2941 | ||
GatoradeSports Drink | 6.4% | 9.7% | 1.73Under-spaced | +$95.6M | 187 of 2941 | ||
Dr PepperCSD | 5.0% | 3.7% | 0.83Over-spaced | -$17.5M | 147 of 2941 | ||
Mt Dew2 categories | 4.9% | 4.1% | 0.93At fair share | -$7.0M | 143 of 2941 | ||
StarbucksDairy | 4.9% | 3.3% | 0.74Over-spaced | -$26.2M | 144 of 2941 | ||
CelsiusEnergy | 4.2% | 4.7% | 1.32Under-spaced | +$27.8M | 124 of 2941 | ||
Pepsi2 categories | 3.9% | 2.9% | 0.84Over-spaced | -$12.8M | 114 of 2941 | ||
Alani NuEnergy | 3.2% | 3.8% | 1.43Under-spaced | +$28.0M | 93 of 2941 | ||
Red BullEnergy | 3.0% | 3.6% | 1.41Under-spaced | +$25.6M | 89 of 2941 | ||
SpriteCSD | 2.9% | 2.2% | 0.84Over-spaced | -$9.6M | 86 of 2941 | ||
Glaceau Smart WaterWater | 2.2% | 2.5% | 1.19Under-spaced | +$8.7M | 65 of 2941 | ||
GhostEnergy | 1.9% | 2.2% | 1.40Under-spaced | +$15.4M | 55 of 2941 | ||
Body Armor2 categories | 1.7% | 2.3% | 1.52Under-spaced | +$17.9M | 49 of 2941 | ||
BangEnergy | 1.6% | 2.0% | 1.50Under-spaced | +$16.5M | 47 of 2941 | ||
GlaceauWater | 1.4% | 1.3% | 1.04At fair share | +$1.1M | 40 of 2941 | ||
BloomEnergy | 1.3% | 1.6% | 1.52Under-spaced | +$13.5M | 37 of 2941 | ||
ReignEnergy | 1.3% | 1.6% | 1.43Under-spaced | +$11.7M | 39 of 2941 | ||
EssentiaWater | 1.2% | 1.1% | 1.07At fair share | +$1.7M | 34 of 2941 | ||
FantaCSD | 1.2% | 1.0% | 0.94At fair share | -$1.5M | 35 of 2941 | ||
ElectrolitSports Drink | 1.1% | 1.6% | 1.63Under-spaced | +$14.6M | 33 of 2941 | ||
GatorlyteSports Drink | 1.1% | 1.6% | 1.70Under-spaced | +$15.2M | 31 of 2941 | ||
Gator PropelWater | 1.1% | 1.1% | 1.16Under-spaced | +$3.5M | 31 of 2941 | ||
MeadowbrookWater | 1.1% | 1.1% | 1.04At fair share | +$897K | 32 of 2941 | ||
AquafinaWater | 1.0% | 1.2% | 1.32Under-spaced | +$6.3M | 28 of 2941 | ||
PoweradeSports Drink | 0.9% | 1.3% | 1.69Under-spaced | +$12.6M | 26 of 2941 | ||
RockstarEnergy | 0.9% | 1.1% | 1.42Under-spaced | +$7.9M | 27 of 2941 | ||
C4Energy | 0.8% | 1.0% | 1.57Under-spaced | +$9.2M | 23 of 2941 | ||
NosEnergy | 0.8% | 0.8% | 1.20Under-spaced | +$3.4M | 24 of 2941 | ||
PedialyteSports Drink | 0.6% | 1.0% | 1.92Under-spaced | +$11.0M | 17 of 2941 |
Fair Share Index is market share divided by facing share, adjusted for the availability and compliance each brand received. Above 1.00 the brand is under-spaced for its demand; below 1.00 it holds more space than it earns. This view covers the core set — new items are held to the same standard on the Innovation Fair Share Index. Private brand is excluded from every share calculation on this screen and reported on its own above. Facing share counts cold-vault facings only.
How concentrated the market sales are
SKUs ranked by share of market sales.
61 of 80 SKUs carry 80% of market sales
71 of 80 SKUs carry 90%
Bars are each SKU's share of market sales, ranked largest first. The line is the running total — where it crosses 80% and 90% is how concentrated the portfolio really is.