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?
Hi Robin! I’m of the ‘old school’ where shares do not utilize a % sign.
Market Share is 24.7 not 24.7%. The same could be said for Category Share.
Technically I guess it’s the same thing. When I first started in Category Management, I was taught there was a reason we didn’t use the %. But I cannot remember that reason.
What are your thoughts on using a % sign? Are there any reasons you can think of as to why we shouldn’t use the % sign?
I’ve had debates with others on this, and “that’s how I was taught” doesn’t quite cut it.
Thanks for any insight you may have!
I have seen market and category share expressed both ways – with and without a % sign. And I’m very old school! 😉 My preference is to use the % sign but…then the change does not have a % sign and is described as “point change” or “pt chg” in a report. Here’s an example: share is 24.7% and it is up +1.6 pts vs. year ago. The share is not up 1.6% of the 4.7%, it’s 1.6 points. My guess is the reason you didn’t use the % was because it was a little more complicated to then calculate that point change. I totally agree “that’s how I was taught” is not a compelling reason. Hope this helps.