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Metrico Market Share Analysis

 

About:

 

The Market Share Report tracks your brand's value and volume share of the category against your competitors across all major retailers.

 

Use Market Share Insights to:

 

  • Compare your market share across retailers, over-time.

  • Uncover competitor’s category market share, broken-down by retailer.

  • Discover the online sales performance of your NPDs

  • Investigate key market share turning points.

  • Identify which of your promotions had an impact on market share.

  • Discover competitor promotions that took from your market share.

  • Quantify the impact of out-of-stock issues on your market share.

 

Categories and sub-categories are defined by the mySupermarket planogram unless a Bespoke planogram has been implemented based on client request.

 

How is data tracked?

 

Data is tracked on weekly aggregations.

 

All SKU’s that are part of the brand’s portfolio during the time period selected are included in the Market Share calculation

 

The data that powers this report is sourced from the mySupermarket.co.uk panel, a sample of approximately 20-25,000 monthly online orders processed via the site to Tesco, Asda, Sainsbury's and Ocado, Waitrose & Morrisons. Select your Brand, category and retailers to view the market share during the time period of your choice.

 

 

Market Share Breakdown 

 

1.Overall Market Share

 

2. Market Share Over Time by Retailer 

  • Market Share over Time

  • Price & Promotions Impact

  • Availability Impact

 

3.Market Share by Brand

 

4.Market Share by SKU

 

 

Minimum date-range for market share analysis

 

We analyse Market Share, in date-ranges of 3 months*

 

If a single date (or a range of fewer than 3 months) is selected, the analysed period will automatically be extended to the 3 month period preceding the selected end-date.

 

*The reason we analyse by 3-month blocks is to minimise the below data limitations.

 

Comparison Time Period

 

The market share for your selected period (of 3+ months) in compared to the preceding period with exactly the same number of days.

 

Data Limitations

 

With some selections (specific date ranges, categories, retailers etc) we might not have sufficient panel data to estimate market share. If the category volume for defined selection is less than 100, then we do not show the data.

 

In a case where there is insufficient data available, a “not enough data” message will be displayed. This is most likely to happen when a small category/sub-category is selected in combination with the brand, retailer and date range parameters.

 

If you get a “not enough data” message, you should widen your parameters until there is enough data to be displayed (e.g. increase your date range, look at category rather than sub-category level, add more retailers etc).

 

Selecting Parameters

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
 

The data selection for the data contained in this report (date selection based on minimum date range criteria described above)

The Market Share report can be toggled between looking at it by Value and by Units

 

Overall Market Share Report

 

 

The first report provides a number of Market Share metrics. All metrics also include a trend number (with the green and red arrows) indicating change since the previous period.

 

1.Overall Market Share for the selected brand – This is calculated across all selected retailers combined

 

2.Market Share for the selected brand’s SKUs on promotion – This is calculated across all selected retailers combined

 

3.Market Share for the selected brand’s NPDs – This is calculated across all selected retailers combined.

 

4.Market Share for the selected brand as compared to their competitors – The pie chart shows 6 slices for the selected brand (or combined brands if multiple selected), top 4 competitors with the highest market share, and all other competitors combined as “others”.

 

5: Market Share for the selected brand by retailer – All retailers selected in the top navigation bar will appear here in the same order as in the navigation bar. If a retailer carries the category* and the brand has 0% market share, the market share will display here as “0%”. If the retailer does NOT carry the category, the market share will display here as “N/A”.

Category & Sub- Category selection for the Market Share report specifically. 

 

 

 

Market Share Over Time by Retailer 

The Trended Market Share data is displayed per individual retailer. Use the drop-down to switch between retailers.

 

All retailers selected in the top navigation bar will appear here.

 

Market Share Over Time

This graph displays the Market Share for selected brand for the preceding 12 month period*.  

 

 It also shows the 12 month market share for the top 3 competitors in the category (defined as 3 competitors with the highest market share

*12 month period defined as the 12 months prior to the end date selected in the main navigation bar

Price & Promotion Impact

This graph displays your category market share compared to the average sales price over time for both selected brand and top 3 competitors. 

 

It also shows the 12 month market share for the top 3 competitors in the category (defined as 3 competitors with the highest market share).

 

There is also a line in the graph tracking the selected brand’s market share – this allows you to track the impact of price/promotions of your competitors on your market share.

Availability Impact 

This graph tracks your category market share against the percentage of Out of Stock and Void products for your brand.

 

It also shows the 12 trend but only for your own selected brand.

This graph allows you to track the impact of availability (or lack thereof) on your market share.

Market Share by Brand 

The below table shows the Market Share breakdown for each brand in the category.

 

The selected brand will appear at the beginning of the list, with competitor brands listed in alphabetical descending order.

 

The table displays the total Market Share for the brand during the selected time period (the same number as is listed in overall market share) and the total market share for the brand in each retailer for the time period.

 

It also displays the Market Share by retailer split by month for the time period selected.

Market Share by SKU

This table shows the Market Share breakdown for each SKU part of the brand portfolio in the selected category.

The table displays the total Market Share for each SKU during the selected time period (the same number as is listed in overall market share) and the total market share for the SKU in each retailer for the time period.

 

 

 

If you do not currently have access to your brand and category Marketshare, please email sales@mysupermarket.co.uk