Glossary
CPG glossary
Plain-English definitions of the terms that come up when you work with CPG and retail data — what the acronym means, how the money moves, and where analysts get tripped up. Written for the person mid-analysis, not for a textbook.
The vocabulary here spans the three places CPG analysts actually live: syndicated data (ACV, TDP, MULO+), retailer reporting (banner, off-invoice, scan-down, billback), and the trade lines on a brand’s P&L (slotting, deductions, distributor margin). Each entry assumes you already know your job — what you need is the word, not a lesson on what CPG is.
Entries are short on purpose: a working definition, why it matters, and a worked example or pitfall an analyst would actually hit. When a term ties to a fuller methodology (how to set a post-promo baseline, why banner-mix reads can mislead), we link out to the relevant page in the /learn library so the glossary stays scannable instead of turning into essays. New terms get added as they come up in real work — if something’s missing, it’s because nobody we built this for has needed it yet.
Distributor margin in CPG, explained
Distributor margin is the cut a CPG distributor takes between the brand's sell price and the retailer's cost. Here's how it's calculated.
Trade marketing in CPG, explained
Trade marketing is how CPG brands invest in retailers and distributors to win shelf space and drive sell-through. Here's what it covers.
What is CPG? Consumer packaged goods, explained
CPG stands for consumer packaged goods, the everyday products sold through retail. This is what counts as a CPG and how the industry makes money.