Elasticity — % change in a SKU's volume for every 1% change in its own price. A value of −1.5 means a 10% price cut drives +15% volume uplift.
Cannibalization Rate — share of that volume uplift sourced from other ABI SKUs rather than from competitors. Higher = more internal switching within the ABI portfolio.
Net Elasticity Distribution
Distribution of net elasticity · ■ ABI ■ Non-ABI
Net Elasticity — own-price elasticity adjusted for ABI cannibalization. It reflects the true incremental volume gain for the ABI portfolio after netting out internal sourcing. Calculated as: Elasticity × (1 − Cannibalization Rate).
Correlation: Market Share vs
Scatter: Market Share (X) vs selected metric (Y) · ■ ABI ■ Non-ABI
They do not need to react to price movements from less valuable brands. They have a continuous marketing investment to maintain brand equity (long term).
e.g., Massive market leading brands
Price Fighter
Price focused brands
They follow low prices to remain competitive. They leverage in a high-volume share to balance equation.
e.g., Brands that follow the market leader
Niche Brands
Niche
These brands only respond to price changes if lower value brands invade the niche to defend.
e.g., Premium brands
Price Takers
Brands with low brand value and/or low differentiation from competitors
These brands respond quickly to regular price changes from its competitors and tend to be based on a low-cost strategy, unless they are building their brand equity.
e.g., Brands without differentiation
Market:
🔍
Select a market and SKU to benchmark non-ABI competitors by elasticity, net elasticity and cannibalization.
Segment:Brand:
Competitor Elasticity Benchmark
Reliable SKUs only (flag = USE) · excludes own manufacturer · sorted by sourcing contribution · filtered by segment & brand
Rank
Competitor SKU
Segment
Brand
Mkt Share
Contribution %
Elasticity
Net Elasticity
Net Elast. vs Main
Cann. Rate
Cann. vs Main
Net Elast. vs Main — ↑ More Net Elastic means the competitor gains more incremental volume per 1% price cut (after own-portfolio cannibalization) than the main SKU — a more powerful competitive response. ↓ Less Net Elastic means the competitor's true price response is weaker.
Cann. vs Main — ↑ More Cannibalistic means a larger share of the competitor's volume uplift is absorbed by their own portfolio (self-defeating for them). ↓ Less Cannibalistic means more of their uplift is truly incremental — a stronger external threat.
Pricing Insights
ABI SKUs · net elasticity advantage vs non-ABI competitors · price gap analysis
Market
Segment
Signal
Min Share0%
Net Elasticity Advantage vs Price Gapbubble size = market share · dashed lines at ±5% price gap & opportunity threshold
Recommendation Guide
Raise PriceElasticity advantage AND competitors priced higher — room to raise
Price InvestElasticity advantage but focal priced above competitors — invest in price to capture share
SelectiveSome elasticity advantage at price parity — evaluate by segment and channel
HoldNo meaningful elasticity advantage — maintain current pricing approach
DefendCompetitors both cheaper AND more elastic — pricing position under pressure
Axis Definitions
X — Wtd. Price Gap % Contribution-weighted avg competitor price minus focal price, as % of focal price. Positive = competitors more expensive.
Y — Opportunity Score Contribution-weighted net elasticity advantage over less-NE competitors. Higher = stronger pricing power relative to field.
SKU Pricing SignalsClick a row to expand less-NE competitor details · click column headers to sort
SKU
Segment
Mkt Share
Avg Price
Net Elast.
Opp. Score
Wtd Price Gap
Less-NE Contrib
Signal
SKU Elasticity Explorer
Loading channel data…
📊
Select a market and SKU to explore elasticity, cannibalization & sourcing.
Absolute Sourcing
% of total volume sourced from each cross-SKU · top 20
Elasticity — % change in a SKU's volume for every 1% change in its own price. A value of −1.5 means a 10% price cut drives +15% volume uplift.
Cannibalization Rate — share of that volume uplift sourced from other ABI SKUs rather than from competitors. Higher = more internal switching within the ABI portfolio.
Net Elasticity Distribution
Distribution of net elasticity · ■ ABI ■ Non-ABI
Net Elasticity — own-price elasticity adjusted for ABI cannibalization. It reflects the true incremental volume gain for the ABI portfolio after netting out internal sourcing. Calculated as: Elasticity × (1 − Cannibalization Rate).
All SKUs — Elasticity Summary
Market
SKU
Brand
Segment
Mfr
Mkt Share
Avg Price
Elasticity
Cann Rate
Net Elasticity
Market:
🔍
Select a market and SKU to benchmark non-ABI competitors by elasticity, net elasticity and cannibalization.
Segment:Brand:
Competitor Elasticity Benchmark
Reliable SKUs only (flag = USE) · excludes own manufacturer · sorted by sourcing contribution · filtered by segment & brand
Rank
Competitor SKU
Segment
Brand
Mkt Share
Contribution %
Elasticity
Net Elasticity
Net Elast. vs Main
Cann. Rate
Cann. vs Main
Net Elast. vs Main — ↑ More Net Elastic means the competitor gains more incremental volume per 1% price cut (after own-portfolio cannibalization) than the main SKU — a more powerful competitive response. ↓ Less Net Elastic means the competitor's true price response is weaker.
Cann. vs Main — ↑ More Cannibalistic means a larger share of the competitor's volume uplift is absorbed by their own portfolio (self-defeating for them). ↓ Less Cannibalistic means more of their uplift is truly incremental — a stronger external threat.
Loading channel data…
Pricing Insights — Channel
ABI SKUs · net elasticity advantage vs non-ABI competitors · price gap analysis
Region
Channel
Segment
Signal
Min Share0%
Net Elasticity Advantage vs Price Gapbubble size = market share · dashed lines at ±5% price gap & opportunity threshold
Recommendation Guide
Raise PriceElasticity advantage AND competitors priced higher — room to raise
Price InvestElasticity advantage but focal priced above competitors — invest in price to capture share
SelectiveSome elasticity advantage at price parity — evaluate by segment and channel
HoldNo meaningful elasticity advantage — maintain current pricing approach
DefendCompetitors both cheaper AND more elastic — pricing position under pressure
Axis Definitions
X — Wtd. Price Gap % Contribution-weighted avg competitor price minus focal price, as % of focal price. Positive = competitors more expensive.
Y — Opportunity Score Contribution-weighted net elasticity advantage over less-NE competitors. Higher = stronger pricing power relative to field.
SKU Pricing SignalsClick a row to expand less-NE competitor details · click column headers to sort
SKU
Segment
Mkt Share
Avg Price
Net Elast.
Opp. Score
Wtd Price Gap
Less-NE Contrib
Signal
Select Brand A and Brand B to view the white space analysis.