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THE ULTIMATE CPG DICTIONARY
Duplication of Purchase Law
Brands in the same category share customers in proportion to their size; smaller brands’ buyers are more likely to also buy larger brands.
How it's Calculated:
Analyze overlap in customer base between large and small brands within a category.
Example:
Shoppers of KIND Bars are highly likely to also buy Clif Bars, but the reverse is less true.
Category:
Consumer/Market Metrics
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