Heavy, medium and light shoppers

The categorization of shoppers by frequency of purchase help CPG manufacturers better identify retail and marketing tactics that work (and those that don’t).

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.

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