Unlocking Growth: Why Top CPGs Are Winning with Trade Spend Data
If you're not optimizing your trade spend, you're leaving money on the table—money that your competitors are reinvesting to dominate the market. Trade spend is the second-largest expense on your P&L, yet one-third of these dollars are wasted annually. The best-performing CPG brands have already figured out how to take control of their trade spend and turn it into a growth engine. The question is: are you keeping up?
In this blog post we’re diving into Trade Spend Data. The brands that master this data are the ones seeing the biggest returns. If you’re not acting now, you’re already behind.
The Data-Driven Advantage: Why Leading CPGs Are Pulling Ahead
The difference between a struggling CPG and a thriving one? Data. Without a clear understanding of where trade dollars are going and how they impact performance, you're flying blind. The top brands aren’t guessing—they have precision visibility into their trade spend and are using it to fuel their next big win.
Can you confidently answer these questions?
Which promotions are actually profitable?
Where are your dollars leaking into non-working trade spend?
Which retailers or distributors are delivering the best ROI?
If not, we’re going to help you figure out why and get you the clarity you need.
The Two Levels of Trade Spend Data That Top Brands Track
1. Spend by Retailer
The most successful CPGs break down their trade spend at a retailer level, tracking:
Category-Level Spend: Are you over-investing in certain categories with little return?
Item-Level Spend: Is every product pulling its weight?
Event Performance Dates: Are you aligning deductions with actual promotional periods for accuracy?
2. Event-Level Insights
The top-performing brands don’t just track spend—they measure impact. They know:
Units Sold Per Event – Did the promotion drive incremental sales?
Discount & Promotion ROI – Was the lift worth the investment?
Associated Costs – Are hidden fees eating into margins?
If you’re not tracking trade spend at this level, your competitors are outmaneuvering you.
The 5-Step Process Winning CPGs Follow
To turn deduction data into actionable trade spend insights, follow these five steps:
Deduction Definition Keys
Obtain and save your distributor’s deduction definition key. This document explains the codes or categories associated with deductions.
Gather Deduction Data
Compile 3, 6, or 12 months of deduction data from portals or email communications. Key details include invoice numbers, amounts, and dates.
Decipher and Categorize
Use the definition key to categorize deductions into promotions, ads, placements, spoils, etc. This step helps you identify patterns and areas for improvement.
Create Month-Over-Month Reporting
Build reports using pivot tables to track spending trends over time. Include retailer and item-level data for granularity.
Update Regularly
Maintain a monthly update schedule to stay on top of trends and ensure you’re working with the most accurate, up-to-date data.
The Reports That Are Driving Market Leaders
High-Level Trade Spend Report
Winning brands don’t just track total spend—they break it down by retailer, category, and time period to find opportunities before they become problems.
Event-Level Reporting
Top CPGs analyze:
Retailer & item-level spend
Event start and end dates
Units sold vs. units discounted
Hidden costs like fees and advertising
These insights help them double down on winning strategies and cut out deadweight—before it costs them millions.
Why the Best CPGs Are Automating Trade Spend Reporting
Here’s the hard truth: if you’re still relying on spreadsheets and manual reporting, you’re already behind. Leading brands are leveraging TrewUp to automate and optimize their trade spend tracking. In just minutes, they’re turning raw deduction data into real insights—without the headaches of manual entry and errors.
Are you ready to compete?
Take Action Before Your Competitors Pull Further Ahead
The best-performing CPGs aren’t waiting—they’re making data-driven trade spend decisions right now. If you don’t act, you risk falling further behind.
Get ahead of the competition with a free Trade Spend Health Check from TrewUp. We’ll analyze your data and show you exactly where you’re leaking trade dollars—and how to fix it.
Don’t get left behind. Book your free health check today.
