The headline reading
The category's headline growth hides a split market: distribution is still expanding faster than demand in the mid-tier, while velocity — the dollars each point of distribution actually earns — is concentrating in fewer brands. The review reads that split four ways:
$/TDP · VELOCITY
Dollars per point of total distribution — the first number we read on any brand. It separates demand from mere presence on the shelf.
TIER MIGRATION
Where the growth dollars actually land by price tier — and which tiers are borrowing growth from promotion depth rather than demand.
DOOR ECONOMICS
The distribution math: at what velocity a new door adds value, and the threshold below which expansion quietly dilutes the brand.
BEAR / BASE / BULL
Probability-weighted scenarios that turn the forecast debate into a decision — each with the trigger metrics that tell you which path you're on.
That gap — brand velocity climbing while category velocity flattens — is the review's core finding. It reprices every distribution decision: at this reading, the subject brand earns new doors; most of its tier does not…
Distribution is a claim. Velocity is the proof — and it reprices every door you're about to buy.
THE EXCERPT ENDS HERE
The full review is client work — and stays that way.
Twenty-five pages: the velocity map by tier, price and pack dynamics, the door-economics thresholds, Bear/Base/Bull scenario models with trigger metrics, and channel-by-channel retail recommendations. We don't publish client deliverables. We build them.
CATEGORY REVIEWS · SCENARIO MODELS · SALES STORIES