What's the Retailer Composition of a Region, State, or Market Geography, or a CRMA?

With the exception of "RMA" geographies, Circana geographies include data from multiple retailer chains. Scan data is collected from a selection of retailers which exist in a geography's footprint, and that sample is then multiplied to project a complete picture of sales and distribution for the geography's entire footprint. Follow these steps to see which retailers are being sampled for multi-retailer geographies:

Step 1: Circana's Retailer Share file shows us the share of sales that each chain retailer in a given market is contributing to the sum of multi outlet sales for that entire market, regardless of whether the retailer is reporting their data to Circana or not.  For instance, although Whole Foods doesn't share their data with Circana, it generates a large share of the multi outlet sales in many markets, so Whole Foods is included in this file. Using the Retailer Share file, filter Column J to find the dollar share percentages the retailers which exist in Circana's market, state, region, or CRMA geographies (e.g. 'Atlanta', 'Oregon', 'Northeast', or 'Publix Corp-CRMA').

Step 2: Circana’s Multi Outlet Universe guide places a double asterisk (**) next to the names of chains that share data with Circana, allowing us to see which chains are part of the sample that Circana uses in the projection of multi-retailer geographies. 

Note that convenience and liquor retailers are not listed in the Retailer Share File. Use this guide to see which Liquor retailers are being sampled for non-RMA Liquor geographies like 'Colorado - Liquor'. Use this hierarchy file to see which large liquor chains are being included in 'RMA' Liquor geographies like 'Sum of Florida-RMA - Liquor'. Find out more about the retailer composition of convenience geographies here.