This measures the amount of support, typically Display, Feature, Feature and Display or shelf space, given to a product in a given geography versus that product’s share of sales in that geography. Securing your fair share means that your percent of support is equal to your percent of sales in that market, and is a powerful metric to quickly help you identify where you can increase your support. For example, if Private Label Soda is 20% of the category in the Total US but is given 30% of Display then it would be getting more than its fair share (150 index), but if Private Label only got 10% of Display (50 Index), then it would be getting less than its fair share.
Fair share of geography
This measures the amount of support given to a product in a given geography versus that product’s share of sales in that geography.