This is the share of shops that sell a certain brand, segment or product.
It is calculated in a chosen market as the number of shops selling the brand, segment or product divided by the number of all shops selling the product group.
Your chosen market is defined by the selected product group, country and time period plus any additional filters you apply. Remember, a market is limited to the channels that GfK is tracking for a product group in a country.
It is shown as a percentage value from 0-100%. For example:
Brand A is selling in 20 of the 100 shops that sell washing machines. That means that the active numeric distribution is 20/100 = 20%.
If you notice a pattern where a brand/product has a low active numeric distribution but a high active weighted distribution, this means that it is sold in a small number of shops (relative to the total number of selling shops) that make up the majority of sales.
This KPI is sometimes also called the Active unweighted distribution. It is not available for all countries or channels.