The number of items, on average, that a retailer carries of a category, segment, brand, etc. For example, if a brand is made up of 7 different items (SKUs), the average store that carrries the brand at all may have 4.8 items. This measure is usually available in a Nielsen database, while IRI calls it Average Items Selling. If it is not in your database, then click here to see how you can calculate it in Excel. It is one of the 2 components of Total Distribution Points.
Also called average number of lines by most analysts.
I have not heard that term used by CPG manufacturers in the US or Canada, so “average number of lines” is likely common in other countries. Just curious – where have you seen that used?
Is this metric the same as “Average # of Items” ?
Yes! Other names you may see are Avg Items Selling or just Avg Items. Having the word “carried” in the name is a bot misleading, though, since it’s possible that a store carries an items that does not sell in a particular week, either because it is out of stock or it’s just a slower moving item and/or in a category with a long purchase cycle.
May I ask that “Number of Referance” data also has the same meaning? Thanks
We aren’t familiar with this term. Sorry we can’t help with this one.