This dashboard provides category growth and distribution data to help you quickly identify chains where a new or existing product's category is growing, so you can target those chains for expansion. You can also use this data to help you pinpoint growing categories on which to focus your product development efforts. 

Note: Some data in this UNFI Insights dashboard is different from the standard UNFI dashboards. For more information see the Data Details section of this article. For more on UNFI Insights, see UNFI Insights overview.

Overview

This section helps you get an overall picture of your sales, category growth, and expansion opportunities. You can use the following map of the screen to learn more about each visualization.

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 1.png My Store Penetration (chart)

This visualization allows you to compare stores that sell products in your category to stores where your product is actually sold to help you understand the degree to which your product has penetrated the market at the store level.  

2.png My Distribution Penetration (chart)

This visualization allows you to compare potential points of distribution (Crisp defines points of distribution as product/store combinations) in your category to your current points of distribution to help you understand the degree to which your product has penetrated the points of distribution in your category.  

3.png Distribution Penetration (tiles)

These tiles provide store and point of distribution penetration totals based on the selected filters to help you understand how well your product is penetrating the market and the breadth of expansion opportunities that are available.

Drivers

This section provides data to help you understand what factors drive your sales and category performance and explore expansion opportunities with more granularity. You can use the following map of the screen to learn more about each visualization.

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1.png Sales by Chain (table)

This sortable table helps you identify chains that are good targets for expansion. 

2.png Sales (heat maps)

These maps display sales for your products and the category by state to help you pinpoint growing or declining regions for the category compared to your products. 

3.png Sales (tables)

  • Sales by State: Provides sales data by state in table format to help you easily sort to find growing or declining regions or export your findings.
  • Sales by Subcategory: See which subcategories are growing and shrinking to find areas ripe for expansion or product development. 
  • My Product Sales: Shows your sales by product to help you understand how your individual products are performing.

Details

Sales by Store

mceclip0.pngThis table allows you to track growth or decline at the store level, so you can get a list of stores you want to target for expansion or for reduction in distribution. 

Channel filter

We receive the channel from UNFI as an alphanumeric code. The following tables provide the channel name that corresponds to each code in this filter.

Natural Channel Codes
Channel code Channel name
1 Supernaturals
2 SuperMarket Chain
3 Independents
4 Alternative Channel
5 Food Service
6 All Others
8

International

E SuperMarket Independent
H E-commerce
N Natural - Chain
 
Conventional Channel Codes
Channel code Channel name
6601 All Others
6603 E-commerce
6604 Food Service
6605 Independents
6607 International
6608 Natural Chain
6609

Supermarket Chain

6610 SuperMarket Independent
6611 Supernaturals
6612 Alternative
6613 Corporate Retail
6614 Military

 

Data Details

For UNFI conventional customers, the data in this UNFI Insights dashboard has the following differences from the data in standard UNFI dashboards:

  • Excludes DC to DC transfers

  • Includes all sales (including confidential retailers) while obfuscating confidential retailer names and details.

  • Excludes data where the shipped quantity is zero (this typically occurs when orders are placed but not fulfilled).

Also, UNFI natural sales for confidential retailers are shown as a sum total value for all confidential retailers, rather than being broken down by zip code as they are in standard UNFI dashboards.