top of page
THE ULTIMATE CPG DICTIONARY
Double Jeopardy Law
Smaller brands not only have fewer buyers, but those buyers also purchase less frequently.
How it's Calculated:
Compare penetration (households buying) and purchase frequency between large and small brands.
Example:
A niche soda brand may have 5% market penetration with buyers purchasing 2x per year, while Coca-Cola has 60% penetration with buyers purchasing 10x per year.
Category:
Consumer/Market Metrics
bottom of page