Key measure of performance vs. the competition. How much category or segment sales are captured. Calculated as (Brand Sales / Category Sales). Can also have different things in the numerator (flavors, sizes, health breaks, etc.) or the denominator (segment, etc.).
Would be nice to expand on this topic since it’s such a highly used KPI.
This is a Glossary entry, I could possible expand it into a full post. Do you have any specific questions/topics you’d like to see addressed with that?