The Point of No Return: Do Brands Recover?

When consumer packaged goods (CPG) brands suffer a loss in retail distribution, can they recover? We examined a set of brands that suffered retail distribution, to see how many of them recovered the lost distribution. This study examines a set of 10,818 CPG brands with strong distribution. Of these brands 4,402 had distribution declines of more than 10% over the next two years. We looked at how often these brands were able to recover their...