What is a significant limitation associated with shipment data?

Shipment data serves as a vital component of category management, providing insights into distribution and inventory levels. However, a significant limitation associated with this data is that it does not accurately measure actual consumption. Shipment data captures the volume of goods shipped to retailers or distributors, but it does not reflect how much of that product is actually sold to end consumers. Consequently, while shipment data can indicate trends in stock levels or movement from the manufacturer, it cannot provide a complete picture of consumer behavior or preferences. Understanding this limitation is critical for analysts and category managers, as it suggests the need for additional data sources, such as point-of-sale information or consumer panel data, to gain insights into actual buying patterns and consumption levels.