What is it?
“MULO stands for “Multi Outlet.” This channel represents over $75B in total sales and encompasses over 110,000 retail locations. The MULO channel is a combination of many different types of retailers – conventional Grocery stores, Drug stores, Mass Merchandise stores, Dollar stores, Military stores, and others. SPINS MULO data comes from our conventional data partner, Circana.
Why is it important?
MULO data gives brands and retailers a common view of performance across the biggest retail outlets, and it provides context for how a product performs in broad distribution versus niche or alternative channels.
What stores are included?
A lot! Look at our list here: https://www.spins.com/data/pos-data/