Company news rosadmin 3 February

How fast do channel and category universes change over time?

We track universe size and category penetration for various channels including general/ open trade drug stores. We check if certain categories continue to exist as stores close and new stores open. The following data is from past 12 months reading in Hong Kong and a particular CPG category affected by local market conditions (COVID, etc). Here’s what we found;

One year on, the operating size of the channel is roughly the same, however, around 25% of stores have turned over

Despite a similar store count, presence of the target category is greatly reduced


Do you need help understanding universe size and structure, category, brand & SKU penetration and how all of this changes over time? Or maybe just a second opinion? We provide offline & online channel understanding, as well as reliable store level information from any Key Account & General Trade location, supported by store front and store imagery. CONTACT Red Ocean Solutions for more information.

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