A form of secondary research that measures the retail sales and market share of all major brands within a representative sample of shops. Individual producers may then decide to subscribe to this service on a weekly or monthly basis. Among the benefits of retail audits are:
• Provides analysis of the composition and trends of sales within different types of outlet (supermarkets, chemists, etc.)
• gives producers an early warning of changes in consumer purchasing patterns that will soon feed through to demand (via changes in wholesale stock levels)
• provides data on shop distribution levels.