What does example supermarket sales data look like?


In conjoint analysis, when you want to accurately predict volumes, it can be helpful to calibrate conjoint preference scores to actual market volumes. For that, we need to use week-by-week supermarket sales data, which comes from third-party data vendors.

Below is an example data excerpt to demonstrate the format of such data. In it, each row corresponds to sales of a particular SKU (including brand, packaging, and size) in a particular week in a particular channel (such as a supermarket chain).

Week SKU Channel Weight Value Units Distribution Average selling price % of units sold on promo
5 Oct 2020 Coca-Cola - Cola - 50ml - can Tesco 50ml $16.2 M 5,182 K 97% $3.12 0
12 Oct 2020 Coca-Cola - Cola - 50ml - can Tesco 50ml $16.7 M 5,589 K 95% $2.99 20.00%
19 Oct 2020 Coca-Cola - Cola - 50ml - can Tesco 50ml $16.8 M 5,388 K 99% $3.12 0
26 Oct 2020 Coca-Cola - Cola - 50ml - can Tesco 50ml $16.9 M 5,630 K 99% $3.00 17.45%
2 Nov 2020 Coca-Cola - Cola - 50ml - can Tesco 50ml $17.8 M 5,720 K 100% $3.12 0
5 Oct 2020 Pepsi - Pepsi Cola - 50ml - can Tesco 50ml $19.9 M 6,456 K 96% $3.09 0
12 Oct 2020 Pepsi - Pepsi Cola - 50ml - can Tesco 50ml $20.3 M 6,583 K 98% $3.09 0
19 Oct 2020 Pepsi - Pepsi Cola - 50ml - can Tesco 50ml $20.8 M 6,734 K 99% $3.09 0
26 Oct 2020 Pepsi - Pepsi Cola - 50ml - can Tesco 50ml $21.0 M 6,805 K 95% $3.09 0
2 Nov 2020 Pepsi - Pepsi Cola - 50ml - can Tesco 50ml $18.7 M 6,036 K 97% $3.09 0
5 Oct 2020 Coca-Cola - Cola - 100ml - bottle Tesco 100ml $25.0 M 5,955 K 97% $4.19 0
12 Oct 2020 Coca-Cola - Cola - 100ml - bottle Tesco 100ml $28.1 M 7,082 K 96% $3.97 23.00%
19 Oct 2020 Coca-Cola - Cola - 100ml - bottle Tesco 100ml $23.1 M 5,506 K 96% $4.19 0
26 Oct 2020 Coca-Cola - Cola - 100ml - bottle Tesco 100ml $26.5 M 6,319 K 96% $4.19 0
2 Nov 2020 Coca-Cola - Cola - 100ml - bottle Tesco 100ml $26.1 M 6,225 K 97% $4.19 0