What Does the CMA's "% of Stores Selling by SKU (Max)" Measure Represent?

This measure offers a standard distribution percentage which doesn't calculate distribution in the "weighted" way that CWD does.

In the “C&R” dashboard, by scrolling all the way to the right through the measures on the chart, you’ll find a measure named “% of Stores Selling by SKU (Max)”. This measure actually gives us a standard distribution percentage (in contrast to CWD which is a weighted distribution percentage - learn more about CWD here). The “% of Stores Selling by SKU (Max)” measure simply tells us what percentage of a geography’s sampled stores a product is being sold in, with each of those stores being given equal weight, regardless of each store’s category revenue.

According to Circana, if the “% of Stores Selling by SKU (Max)” is greater than the CWD%, the item tended to sell in smaller than average stores. If the “% of Stores Selling by SKU (Max)” is less than the CWD%, the item tended to sell in larger than average stores.

Circana also deems this measure to be most useful when looking at time periods of 13 weeks or less.