The categorization of shoppers by frequency of purchase help CPG manufacturers better identify retail and marketing tactics that work (and those that don’t).
Heavy: The highest spending 15% of households in a given category excluding non-buyers of the category. Heavy Buyers are typically highly engaged in a category and are the most frequent buyers that are critical to win for the success of a retailer or brand.
Medium: The 15th to 75th percentile of households based on a rank of annual product spend per household. Medium buyers are likely buying the product multiple times but are not highly engaged like the more routine Heavy Buyers.
Light: The bottom spending 25% of households in a given category, excluding non-buyers of the category. In many categories light buyers might only buy the category once and represent a small portion of overall sales.