Increased retail sales were an important benefit of the CRP program for P&G and its distributors. Sales of P&G products through CRP retailers increased 4 percent more on average during 1993 than sales through non-CRP retailers. Although some of this difference could be attributed to faster-growing retailers adopting CRP, Drayer believed that some of the gain was due to sales gained from competing product selection in the store. However, even if only 1 percent of the 4 percent sales increase was due to competitive share gains, this represented a huge competitive and economic gain for P&G. One food division manager said he would "gain more market share by expanding CRP than through(product) line extensions.