Channel-Driven Potential
Consumer Penetration Potential
Category Growth Potential
Methodology
Used for
Used by
What
A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with a consumer focus
A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with channel-reality
Provides a clear bottom-up estimate based on distribution data
Based on Reference Product,
Based on Reference Product,
Based on Reference Product,
#Potential Outlets or #Distribution Points x Rate of Sales (hl) x Net Rev/hl x Incrementality %
Addressable Population x Volume Consumed Per Occasion (hl) x #Occasions x Net Rev/hl x Incrementality %
Total Category Volume + Category CAGR % x Attainable Share % x Net Rev/hl x Average Incrementality %
- New Strategic or Tactical Line Extension in Core Category
- New Brand in Core Category
- New Strategic Line Extension in Core/New Category
- New Brand in Core/New Category
- New Strategic Line Extension in New Category
- New Brand in Core/New Category
Most popular method. Used by OpCos such as UK, France, South Africa
Used by OpCos such as Brazil and the Netherlands
Global Demand Space Innovation Teams and Regional Innovation Hubs
Select each pulsing triangle to reveal more
Valuation - Key Approaches
Donna Westwood
Created on November 6, 2025
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Transcript
Channel-Driven Potential
Consumer Penetration Potential
Category Growth Potential
Methodology
Used for
Used by
What
A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with a consumer focus
A top-down perspective, should be used in combination with Channel lens to cross-validate and ensure accuracy with channel-reality
Provides a clear bottom-up estimate based on distribution data
Based on Reference Product,
Based on Reference Product,
Based on Reference Product,
#Potential Outlets or #Distribution Points x Rate of Sales (hl) x Net Rev/hl x Incrementality %
Addressable Population x Volume Consumed Per Occasion (hl) x #Occasions x Net Rev/hl x Incrementality %
Total Category Volume + Category CAGR % x Attainable Share % x Net Rev/hl x Average Incrementality %
Most popular method. Used by OpCos such as UK, France, South Africa
Used by OpCos such as Brazil and the Netherlands
Global Demand Space Innovation Teams and Regional Innovation Hubs
Select each pulsing triangle to reveal more