Potential consumption indexes are indirect measurements of the capacity of a region to absorb a certain product category. A linear regression method can be used to prepare a simple and robust index with results comparable or superior to those that can be obtained with indexes sold by consulting businesses. This fact usually goes unobserved because in most cases no efforts are made to check if the indexes really reflect the reality that they supposedly describe. To establish a methodology and prove the above hypothesis, data about supermarket floor space is collected for the "municípios" (counties) of the State of São Paulo, an index is prepared and then compared to other indicators. Results validate initial hypothesis.
consumption potential; market potential; sales potential; indexes; supermarkets