What does the index vs ACV share calculation compare?

The index versus ACV share calculation specifically compares market share against ACV (All Commodity Volume) share. This calculation helps in understanding how a product or brand is performing in relation to the total market size based on sales volume in a particular category.

Market share typically reflects the sales of a specific brand as a percentage of total sales in the category, while ACV share quantifies the reach of that product in terms of total available sales across all retail outlets that sell that product. By comparing these two figures, businesses can assess whether a brand is over or under-performing in the retail environment, helping them make strategic decisions related to marketing, distribution, and pricing.

Thus, this form of analysis is crucial for category managers as it provides insights into how well a product is penetrating the market relative to its peers and helps identify growth opportunities. The other options, like comparing retail price to wholesale price, total sales to total consumers, or store size versus competitors, do not capture the market dynamics and product positioning reflected in the index versus ACV share calculation.