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THE ULTIMATE CPG DICTIONARY
Natural Monopoly Law
Larger brands gain disproportionately more light buyers, who 'default' to big brands when not highly engaged.
How it's Calculated:
Compare light buyer penetration between large brands and niche brands.
Example:
Bud Light has many 'occasional beer drinkers' who don’t explore the category much, whereas niche craft beers only attract engaged buyers.
Category:
Consumer/Market Metrics
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