Finding 07 . The channel
At discounters, households bought 123 per cent more. Shipments fell 30 per cent.
Household panel . Invoices
A REAL FINDING . TWELVE MONTHS . DISGUISED
01 . THE HOUSEHOLD PANEL SHOWED
Households bought 123 per cent more of the brand at discounters.The category at discounters grew 33 per cent. The share of the brand's household volume bought at discounters rose from 9 to 18 per cent.
02 . THE INVOICES SHOWED
Shipments to discounters fell 30 per cent.Same brand, same twelve months. Household buying at discounters rose while direct shipments fell, so the extra stock came through other routes.
03 . THE FIX
Supply discounters direct, on terms of their own.Name discounters as a channel with its own price list, volume target and account plan, and read household buying there against direct shipments every quarter.
The panel shows where households buy. The invoices show who supplied them. Read together, the gap is the route.