Numeric Distribution
The percentage of total outlets in a market that stock at least one SKU of a brand, measuring the sheer breadth of availability regardless of outlet size.
Full definition
Numeric distribution (ND) measures how many outlets carry a brand's product, expressed as a percentage of the total outlet universe. If 6,000 out of 10,000 grocery outlets in Pune stock at least one SKU of a brand, its numeric distribution in Pune is 60%. ND is a pure reach metric, every outlet counts equally whether it is a tiny pan-beedi shop or a large supermarket.
In Indian FMCG, building numeric distribution is the first job of a sales team launching in a new territory. The mantra is "first get on the shelf, then grow the shelf." Brands track ND by category and by channel (general trade, modern trade, HoReCa) to identify where availability gaps exist. A brand with 80% ND in general trade but only 30% in HoReCa knows exactly where to focus its next coverage push.
ND should always be read alongside weighted distribution. High ND with low WD means the brand is available in many outlets but missing from the big-volume ones. Sales analytics dashboards that overlay both metrics give the clearest picture of distribution health.
Real-world example
Amul butter has a numeric distribution of 85% in Ahmedabad (available in 17,000 of 20,000 outlets) but only 40% in Guwahati, signaling an eastern-India expansion opportunity.
Where it applies
Applicable industries
This term is relevant across the following SpireStock-supported industries.
How SpireStock handles it
Related SpireStock features
The concepts described above are implemented end-to-end in these product modules.
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Related terms
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