Cannibalization Rate of New Product Offering

Measure the decrease in overall sales of other products post-launch of new products.

Sales KPI Examples | Cannibalization Rate of New Product Offering

Overview

As a new product gets released, attention and demand for existing products decreases. The Cannibalization Rate of New Product Offering metric measures the impact on existing products post-launch for new products, and gives your team insight on how vulnerable their products are and their products are sticky enough to get customers to stick with them.

Formula

(Sales of the new product that cannibalized existing products/Sales of the new product)x100

Reporting frequency

Quarterly

Example of KPI target

35% cannibalization rate

Audience

Sales Manager, Project Development Manager

Variations

Ratio of the cannibalized sales volume