Numeric vs weighted distribution
Numeric distribution is the percentage of outlets in a defined universe that stock your product, with every outlet counted equally; weighted distribution is the percentage of category sales that passes through those outlets. Together they show which doors you are in, how much of the category those doors carry, and where you can still win.
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The formulas
Numeric distribution (%) = outlets that stock the product / outlets in the universe x 100
Weighted distribution (%) = category sales of the outlets that stock the product / category sales of all outlets in the universe x 100
The universe is usually the outlets that sell the category, not every outlet in the country. Where outlet-level sales are not available, weighted distribution uses a proxy for outlet size, such as volume bands from a retail panel or, on delivery apps, a demand signal like order or review volume. Say which weight you used, because the number changes with it.
Worked example
Take a soft drink brand in ten outlets that sell the category.
| Outlet | Category sales | Stocks the brand |
|---|---|---|
| 1 | 300 | Yes |
| 2 | 200 | Yes |
| 3 | 100 | No |
| 4 | 100 | Yes |
| 5 | 80 | No |
| 6 | 60 | Yes |
| 7 | 50 | No |
| 8 | 40 | No |
| 9 | 40 | No |
| 10 | 30 | No |
Numeric distribution = 4 / 10 = 40%. Weighted distribution = (300 + 200 + 100 + 60) / 1,000 = 660 / 1,000 = 66%.
The brand is in 40% of the outlets, but in the ones that sell two thirds of the category. A weighted figure well above the numeric figure means you are in the big outlets; the reverse means you are spread across small ones.
Distribution on-premise
In bars and restaurants, "stocks the product" is harder to observe than on a supermarket shelf. Teams combine three sources: distributor and wholesaler sell-out, rep audits, and menu evidence where the brand is named. Each covers a different slice, so state the source with the number. The universe is the on-trade outlets that sell the category, which is why a clean outlet universe comes first.
Distribution on delivery apps
On Uber Eats, Deliveroo, Just Eat, DoorDash, Glovo or Grab, the same two metrics apply with a digital universe.
- Universe: storefronts in the area that sell the category on that platform
- Listed: the product appears on the storefront's menu, alone or inside a combo
- Available: listed and not marked sold out at the time of the check, which gives an available distribution alongside the listed one
- Weight: a demand proxy such as review count or popularity position, because platform sales are not public
- One venue, several apps: count the outlet once when you report across platforms, and per platform when you compare platforms
Which one to report
Report both. Numeric distribution is the right target for a field or account team, because every outlet is a door someone has to open. Weighted distribution is the right measure of commercial reach, because a listing in a high-volume outlet is worth more than one in a small outlet. Dashmote keeps listing, availability and on-premise signals on the same outlet record, so brand teams can track both measures at outlet, city and market level. See food delivery insights.
Frequently asked questions
Can weighted distribution be higher than numeric distribution?
Yes. It is higher whenever the outlets that stock you are bigger than average for the category, as in the example above. It is lower when you are mostly in small outlets.
What is a good numeric distribution?
It depends on the brand's role. A core brand in a mature category may aim for most of the universe; a premium or niche brand may target a small, well-weighted share. Track it against your own target and against a named competitor in the same universe.
How do you measure distribution on food delivery apps?
Define the storefronts that sell the category in an area, check each storefront's menu for the product, and divide. Repeating the check over time adds availability and shows delistings.
Is numeric distribution the same as menu penetration?
They use the same arithmetic on different evidence. Distribution asks whether the outlet stocks the product; menu penetration asks whether the menu names it. A brand can be stocked without being named. See menu penetration.
What is ACV distribution?
ACV (all commodity volume) is a common weighted distribution in retail, where outlets are weighted by their total sales across all categories rather than by sales of your category.