Super Consumers. Who They Are, Why They Matter
Super Consumers are a key group to unlocking profitable growth in your category. In any category, they are the subset of consumers who drive the most value and are the most heavily engaged in the category. Across the more than 200 categories analyzed, they are the approximately 10% of households that drive 30% of sales, 40% of category growth and 50+% of category profit. They are a speedier path to super insights and strategy in your category, a way to synchronize your ‘demand chain’ and the difference between holding steady and unlocking significant growth in your category.
Our Latest Thinking