Value availability (VA) is a key indicator in mass retail that measures the presence of a product or brand in stores, as provided by retailer panels. Expressed as a percentage, VA represents the market share covered by all the stores where a product or brand is listed. This concept allows us to put a product’s presence into perspective based on the average size of the stores selling it. For example, if a listing strategy focuses primarily on supermarkets, a VA of 50% means that half the market is covered by stores offering the product, even if its online presence is only 30%, or less than a third of the stores.