Weighted distribution (WD) measures the percentage of total category volume sold in stores that stock your product. Unlike numeric distribution (which simply counts what percentage of stores stock a product), weighted distribution accounts for the size of each store, giving more weight to high-volume outlets.
Weighted distribution is one of the most important brand and sales KPIs in FMCG. Low weighted distribution is often the primary driver of brand growth under-delivery. Increasing weighted distribution — through sales force effort, shopper insight, and retailer relationships — is a core NAM and category management objective.
Demonstrating distribution improvements on a CV is highly valued. Statements like 'grew weighted distribution from 68% to 87% within 12 months' are concrete commercial achievements that directly link to business growth.
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