What is base sales?

Base Sales

Base Sales, also referred to as Base Volume, is the amount that would have been sold if there was no merchandising.

Base sales are considered key measures of the health of the business.

Drivers of base sales are distribution, regular price, advertising, consumer promotions, competition, and consumer trends.

As the inverse of Incremental Volume, it captures everything other than shelf price reductions, secondary displays, and retailer feature ads.

It is calculated as a rolling average of past non-promoted weeks.

Nielsen/IRI takes past data points for an individual UPC in an individual store, pulls out all the weeks with trade merchandising, and smooths the remaining weeks to come up with an estimate of current expected sales without trade promotion.

Related resources

Multiple charts from the keen platform layered on top of each other
Featured resource

The 2024 Marketing Mix Resource Hub

Ready to transform your marketing strategy?