FMCG Glossary

What is OTIF?

On Time In Full

Definition

On Time In Full (OTIF) is a supply chain KPI measuring the percentage of customer orders delivered both on the agreed date AND in the full quantity ordered. An order that is on time but short delivered, or full but late, is an OTIF failure.

Examples of OTIF in FMCG

  • A Tesco order for 1,000 cases delivered on time but only 850 cases = OTIF failure (not in full)
  • A Sainsbury's order delivered 1,000 cases but 2 days late = OTIF failure (not on time)
  • An OTIF rate of 98.5% means 98.5% of orders were delivered both on time and in full

OTIF in the FMCG Industry

OTIF is one of the most important supply chain KPIs in FMCG. Retailers impose financial penalties (chargebacks/fines) on suppliers who miss OTIF targets. Achieving high OTIF requires coordination across demand planning, production, procurement, and logistics — making it a whole-supply-chain measure. Top-performing FMCG suppliers target 98%+ OTIF.

Why OTIF Matters for Your FMCG Career

OTIF is a core KPI for Supply Chain Managers, Logistics Managers, and Demand Planners. Demonstrating OTIF improvement on a CV — with specific percentage improvements — is one of the most persuasive supply chain achievements a candidate can evidence.

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