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Consumer ProductsFood & Beverage (CPG)Not yet sourced
Food & Beverage (CPG) Blueprint
Other sub-industries in Consumer Products: Personal Care & Household CPG, Durable Goods & Home
Common Business Goals
- Build trial and repeat purchase at retail through effective brand and shopper marketing
- Grow distribution (ACV) across target retail channels
- Maintain velocity (sell-through) to protect shelf space
Recommended KPI Hierarchy
1 of 6 KPIs have a verified formula on file — benchmarks are only apples-to-apples when the underlying formula matches.
North Star
Velocity (Units per Store per Week)Primary
ACV DistributionRepeat Purchase Rate
Diagnostic
Brand Search LiftTrial Rate
Guardrail
Trade Spend Efficiency
Example ScorecardClick Actual to fill in your own numbers
| KPI | Target | Actual | Status |
|---|---|---|---|
| Velocity (units/store/wk) | 12+ | At Risk | |
| ACV Distribution | 65%+ | At Risk | |
| Repeat Purchase Rate | 40%+ | At Risk | |
| Trade Spend Efficiency ($ lift per $ spend) | $2.50+ | At Risk |
Common Measurement Mistakes
- • Measuring distribution (ACV) without velocity, celebrating shelf placement that isn't actually selling through
- • Funding trade promotions without measuring incremental lift, subsidizing sales that would have happened anyway
- • Not tracking repeat purchase, mistaking a successful trial promotion for durable brand growth
Best-Practice Notes
- • Always pair ACV distribution with velocity — distribution alone doesn't indicate demand
- • Measure trade spend against incremental (not baseline) lift to avoid overpaying for sales already happening
- • Track repeat purchase rate by retail channel, since trial-driving promotions vary widely by channel