Retail margin waterfall
Estimate brand net revenue and gross profit through a distributor.
Enter your inputs, then calculate.
SIMPLIFIED ESTIMATE · EXCLUDES FEES, FREIGHT, TRADE, RETURNS & TAXES
Free CPG CalculatorWork backward
Work backward
from the shelf price.
Estimate brand net revenue and gross profit after retailer and distributor margins using a simplified unit-economics model.
What the Result Tells You
Use the output as a starting point.
- The implied distributor sell price and brand net revenue
- Gross profit per unit before freight, trade, fees, and returns
- Which assumption has the greatest effect on contribution
Use With Care
Document the assumptions.
This directional model excludes freight, allowances, deductions, spoilage, taxes, platform fees, and other program-specific costs.
Next Step
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